Innovative mindset:
How the use of Involves Stage has leveraged POP Trade’s operations
How a partnership of more than 8 years was crucial to make operations more effective in one of the largest trade marketing agencies in Brazil
A nearly decade-long partnership: learn about the story of how the agency POP Trade and Involves are quickly reshaping the way data collection and execution takes place at points of sale.
Productivity + Experience + Data driven
With customers from several segments, including the food, pharmaceuticals, construction and electronics industries, POP Trade is one of the largest trade marketing agencies in Brazil.
Present in the market since 2005, the agency manages trade marketing operations using a strategic and tactical, data-driven, and execution-focused approach.
POP in numbers
60,000
points of sale across Brazil
280
in-house employees
5,000
field employees
1,000,000
visits per year
All these numbers reinforce how big the agency’s operations are and how relevant POP has been to industry, retail, and trade marketing for more than 18 years.
Since 2022, these three words have defined the value proposition put forward by POP, now POP Trade Tech.
Keeping up with the transformations taking place in the world, the agency took the first step toward a new challenge in 2022: becoming POP Trade Tech and integrating intelligence, people, and technology.
This way, the agency has consolidated its innovative, data-oriented mindset: it is not only a tactical and operational agency, but also a strategic agency that mostly provides its client industries with insights for decision making.
Rodrigo Torres, POP’s Director of Market Intelligence, says: “All this evolution was only possible by bringing together people, processes and data-driven technology.”
This allowed POP to establish itself as a pioneering and innovative agency in using technology across all its operations.
These changes in the business, combined with technology and the use of data, have been the main drivers of the agency’s operation.
By using Involves Stage, POP has streamlined its operations, optimized resources, reduced costs, and delivered even more value to its client industries.
Leandro Terriaca, POP's Market Intelligence Manager, highlights the competitive advantages of using Involves Stage for the agency’s operations.
POP & involves Stage: a successful partnership
In 2015, when in search of a new trade marketing tool, POP opted for the solution offered by Involves Stage because the agency focuses on intelligence, control, and operations management.
By using the tool, the agency could optimize the support structure at points of sale and reduce the average training time of field employees. Another advantage is that the tool is user-friendly. This way, the agency can train the staff more quickly and efficiently.
“The platform brings indirect gains (...) and also stability to the front office’s operations, which helps improve the indicators of the business.” Rodrigo Torres, POP’s Director of Market Intelligence.
“We used a data collection solution in the past, but it did not deliver a user experience to the field employees working at the POS. So, we searched for another tool and found Involves Stage, which was a game changer”, says Rodrigo Torres, POP’s Director of Market Intelligence.
A long-standing partner, Involves Stage enabled POP to safely use the solution with its customers, thus supporting a robust and large operation. Through technology and the tool, POP currently processes millions of data from its client industries.
“We are closely involved in this partnership because we trust Involves, it is part of what we deliver, whether as a team or as a service.” Rodrigo Torres, POP’s Director of Market Intelligence.
Using the image recognition solution
The agency has also reduced data collection time at the customers’ points of sale, thanks to Involves Stage’s Image Recognition Solution, which it has been using since 2021.
In addition, reports provided to industries in real-time have become even more accurate and on-the-spot.
Our more than 5,000 field reps have also become more strategic during point-of-sale visits.
Because image recognition technology allows us to collect more than 10 indicators with only 1 photo, field reps have increased their productivity and the accuracy of information provided to the agency’s back-office team.
What image recognition can do for your agency
More than 10 indicators with just one photo
- Reduce data collection time at customers’ POS from 15 to 2 minutes;
- Deliver more assertive reports to industries, focusing on strategic KPIs for each segment;
- Allow fields reps to work strategically and have more in-store time to focus on stock replenishment, avoid supply shortages, and earn bonus points;
- Provide customers with accurate, real-time data, avoiding point-of-sale issues as much as possible.
Why user experience with Involves Stage is important
In 2015, before partnering with Involves, the agency used another trade marketing management tool, which did not offer a good user experience for the company’s field reps and back-office team.
So, when they started using Involves Stage, they realized a dramatic change in their user experience and, consequently, there was an increase in productivity, data collection and information reliability.
Another positive point of using Involves Stage is that the agency no longer needs to allocate a dedicated team to support field reps. Instead, it could leverage this staff's expertise to focus on management and intelligence.
After intelligence, technology, and precise and agile execution were combined, POP’s team have become more innovative, and started to offer data-based strategy and execution to end customers.
“Today, Involves Stage is part of our management model. It is included in the services that we offer to industries” says Rodrigo Torres, POP’s Director of Market Intelligence.
Data as the main driver of decision making
With a data-driven mindset, POP uses data not only to make decisions, but also to support strategies for its client industries.
Owing to the use of technology, and the partnership between the two companies, the industries served by POP and Involves have been able to count on automated processes, optimized resources, and a high-performance team that uses technology tools to work on strategy building.
Together, POP and Involves have undertaken a mission: to promote continuous improvement, making execution more efficient, accurate, and agile.
Advantages of Involves Stage for Pop’s operations
Operations are more strategic and data-based
Real-time data can support decision making at the POS
Field reps have an intuitive, easy-to-use platform at hand
The back-office team have significant gains in performance and productivity
Effective management of all customer success indicators
Reduced collection time at the POS using IR
Learn more about POP
With 18 years of experience on the market, POP is one of Brazil’s largest trade marketing agencies.
It serves more than 60,000 points of sale, has more than 280 in-house employees, counts on more than 5,000 field reps, and makes 1 million visits a year.
POP’s mission is to integrate people, processes, and technology with a data-oriented approach to offer state-of-the-art solutions that enhance trade marketing and enable companies to have more assertive operations to achieve their goals.
Learn more about Involves
Involves is a Brazilian company that develops an artificial intelligence platform to boost retail and industry results at points of sale.
Since 2008, retailers and industries have been able to define the actions that will increase sales and drive revenue, while adopting a collaborative, integrated, and automated approach, and focusing on data-based negotiations only.
We are present in more than 22 countries and have more than 71,000 field reps connected with Involves Stage, Perfect Store, and Image Recognition solutions. We have also developed the following initiatives: Involves Club and Involves Experience.
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