FMCG & CPG Retail Merchandising Cloud Software for United Arab Emirates

Every outlet class works to its own brief. A baqala counter tucked into an older neighbourhood doesn't take the same shelf-talker as a Carrefour or Lulu aisle end, and a mini-market's compact footprint calls for a different POSM kit again. The system tags each outlet by class, serves the matching audit checklist, and rolls scores up by class so brand teams can see where the baqala tier lags modern trade.

The field rep captures a GPS-stamped, time-stamped shelf photo. The cloud model recognises pack shapes for sachets, PET bottles, cartons and pouches, tallies facings, flags rival brands placed alongside, and raises planogram breaches and out-of-stocks. It reads a wide hypermarket promotional bay and a tightly packed baqala shelf with the same accuracy, with no manual recount needed.

L1 is the self-check the merchandiser completes at the hypermarket, supermarket or baqala during the visit. L2 is a supervisor review triggered by a flagged score or a sampling quota. L3 is a brand or regional-manager spot-check on selected outlets across Dubai, Abu Dhabi or Sharjah. Each layer adds independence, and a failed check escalates on a fixed corrective-action deadline.

Trade marketing briefs POSM by outlet class and ties it to the campaign window, whether that's a Ramadan display drive or a Dubai Shopping Festival push running from December into the new year. Each outlet's allocation is generated automatically. Reps shoot before-and-after photos validated by GPS. ROI dashboards flag underperforming outlets while the campaign is still live, so a brand can react before the window closes.

The UAE's retail workforce draws on a wide mix of nationalities, and the app is built around that. Checklists, prompts and training content can be presented in more than one language, so a merchandiser reads the same audit brief clearly whatever their first language. A visit still holds locally and syncs the moment a connection is available, though on the UAE's fast mobile networks that's rarely a wait. Supervisors see every submission roll up into one scorecard regardless of which language a rep worked in on the floor.

Checklists log competitor branding, price-off talkers, gondola and end-cap displays, chiller and freezer presence, and any new launch spotted on the floor. The AI also flags a rival pack sitting directly beside yours. That picture feeds distributor and modern-trade planning conversations and shapes the next territory and trade-promotion plan.

Audits capture batch numbers and expiry dates on the SKUs that matter at the point of the shelf check. The platform checks what's captured against the batch master and raises a flag on stock nearing its sell-by date at the outlet. Brand teams can push a price-off clearance or arrange a batch swap before a write-off becomes necessary. Fast-moving, short-shelf-life lines such as dairy, juices and bakery are routed through this check first.

The territory view shows compliance across an emirate or a corridor, for instance Dubai, Abu Dhabi or Sharjah. The channel view separates hypermarket and supermarket performance from the baqala and mini-market tier. The SKU view shows facings for your beverage, home-care, food and personal-care lines. Drill from the national roll-up down to a single visit photo, with every step traceable.

Yes. Retail execution runs on the same cloud backend as the SFA and DMS. Each audit attaches to the rep's visit record, so brand teams trace a visit through to the audit and on to secondary sales in a single view, from distributor to sub-distributor to wholesaler to retailer. Where visit counts run high but audit counts lag, the rep-review screen surfaces the gap, and 1Voice AI answers plain-language questions on demand.

Brand managers get POSM compliance, SKU facing trends, planogram breaches, chiller and freezer presence, competitor adjacency, and near-expiry heatmaps. Trade-marketing leads track campaign ROI in AED, install pace, and budget burn. Sales leadership sees roll-ups across Dubai, Abu Dhabi, Sharjah and the northern emirates. 1Voice AI fields the one-off queries on demand.