How can you verify that an in-store display has been set up correctly?

In mass retail, in-store implementation refers to the way products are arranged within the sales area (shelves, endcaps, islands, displays, coolers, etc.). It directly reflects the commercial strategy defined by the brand, in connection with the merchandising plan approved at headquarters or negotiated locally with the stores.

But unfortunately, a signed agreement is not enough. The implementation still needs to be genuinely executed at the point of sale, in the right place, on time, and according to the agreed conditions.

Yet, in the reality of the field, it is not uncommon for certain promotions to be only partially executed or for the merchandising plan to be only partially respected. Without tracking, it is impossible to know if your strategy is actually translating in-store, and therefore if your investments are paying off.

In this article, we explain how to effectively track your in-store implementations, using concrete methods, adapted tools, and key indicators to gain visibility and responsiveness.

How to verify that the in-store implementation has indeed been completed?

It is important for your sales representatives to check that every planned operation has been executed according to the conditions defined beforehand. Here are five concrete methods to ensure that implementations are properly carried out.

Ask the store for confirmation

In some cases, especially during national campaigns or strategic displays, validation of the implementation can be requested directly from the department manager or store director.

This can take the form of a verbal agreement (by phone or in person) recorded later in your CRM, a signature on a tablet, or a certificate document (minutes, attendance sheet).

This step engages the point of sale and strengthens the reliability of the tracking.

Have your area managers intervene

Nothing replaces direct observation. During their visits, the area manager can use a dispute form to confirm or deny the correct setup of the implementation, comparing the shelf with what was planned in the planogram.

They check the product's position, the number of facings, the shelf compliance, and the location within the store. This check remains the most reliable method to quickly identify discrepancies and take corrective measures.

When deploying a national implementation campaign (product launch, installation of refrigerated displays, simultaneous promotional events), it can be difficult for your area managers to quickly cover the entire network.

In this case, using a supplementary sales force is a relevant solution. It allows you to delegate field control and gain responsiveness, while giving your internal teams time to focus on their core business: sales and customer relationships.

Use photos as visual proof

To support their observation, the field sales representative can take photos of the shelf directly from their CRM tool. These timestamped images serve as proof of compliance or, conversely, as an alert in case of a discrepancy.

They allow for comparing the real situation to a mockup or a visual brief shared beforehand, but also serve as a basis for discussion with the department manager. In your image library, you can classify your photos by store. This way, if a store regularly makes mistakes, you can prove it, identify the source of the problem, and engage in a constructive discussion.

A good practice consists of documenting the before/after or illustrating non-compliant points for a clear report back to headquarters.

Analyze the collected data

Some brands complement their field tracking with indirect tracking through trends in sales data. A rise in sell-out in the days following an implementation can indicate its effective setup.

Analyzing specific orders, stock levels, or numerical distribution rates also makes it possible to cross-reference field information with business results.

In practice, the most structured brands systematically combine photo proof, digitalized forms, and store validation. This trio secures execution, makes data reliable, and aligns field teams with headquarters' priorities.

How can your sales representatives verify that a display has been properly implemented using their field CRM?

For the rest of this article, let's take the concrete example of installing a refrigerated display in a supermarket. This is an expensive, strategic implementation, and often at the heart of negotiations between the brand and the retailer. To ensure it has been properly completed and is correctly maintained over time, the field sales CRM becomes an indispensable management tool.

Here is how your teams can use it at every stage.

Validate the correct implementation

To ensure the compliance of an implementation, it is not enough to check the physical presence of the display or the products. It means checking that all negotiated conditions with the retailer have been respected: merchandising compliance, correct product positioning, price compliance, installation of POS advertising and signage, presence of coupons or specific labeling. Every detail counts to maximize the commercial impact of the operation.

The sales representative can also fill out a structured validation form, check off expected items, report any discrepancies, and assign a status to the store profile: "implementation validated," "to be checked," or "non-compliant." This ensures a reliable and standardized report back, useful for both operational management and strategic tracking.

Integration into the activity report and validation at headquarters

All collected data is integrated into the visit report, which centralizes the actions taken, validations completed, and next steps to follow. The sales representative knows exactly when to return to the store, whether to check the correct execution of a delayed operation or to carry out a new assessment.

On the headquarters side, managers can view photos, comments, and completed forms to officiating validate the implementation. This structured process offers complete visibility over field execution and strengthens reporting reliability.

Monitor the implementation

The sales representative's role does not stop at the initial validation. During each subsequent visit, they can check if the display is still in place, stocked, clean, and well-positioned. The CRM makes it possible to add new photos, fill out tracking checklists, and trigger an alert if the display is empty, moved, or poorly maintained. These elements feed a valuable visual and operational history for headquarters.

If you use Sidely, you can go even further with a system of unique QR codes placed on each display. The sales representative simply needs to scan it with the mobile app to confirm its presence. In case of an anomaly, a pre-filled form opens automatically: it describes the problem and directly alerts the display manager, who can schedule an intervention (repair, replacement, removal).

This system makes field tracking more reliable and seamless, while extending equipment lifespan and optimizing logistics investments.

Cross-reference with performance data

Once the implementation is validated, the data collected in the CRM can be correlated with sales performance. Specific orders, sales trends, growth in DN rate, calculation of linear share... all these indicators can be aggregated into a dashboard. This allows for concretely evaluating the impact of each operation, identifying discrepancies between stores, and adjusting strategy if necessary.

By cross-referencing field execution and business results, you transform implementation tracking into a strategic lever driving growth.

Focus on the implementation assessment

An implementation assessment is a field collection tool that formalizes, during a visit, all data related to setting up a product or display in-store: number of facings, position in the point of sale, shelf space occupied, presence on endcaps, type of furniture used, etc.

This assessment transforms a simple observation into actionable, measurable, and centralized data.

• For the field sales representative, it represents concrete proof that the implementation was carried out in accordance with expectations.

• For headquarters, it provides a consolidated view of merchandising plan execution, store by store.

The assessment lets you move from a subjective observation ("the display is there") to an objective validation ("here is the field data, photos, and dates").

Example of display in a field CRM

Once the assessment is completed, all information is stored in the CRM's store profile. Here is how it can be utilized:

• A clear status is displayed: "Refrigerated display implemented – validated on 09/29/2025"

• Photos, forms, and comments are archived in the visit history

• Headquarters can filter points of sale with active installations, calculate the validation rate by region, or generate a national report on the operations