Execution · For Retailers & Brands

Launch & Offer Execution

Know your launch landed, on day one.

What is launch & offer execution?

Launch and offer execution is the measurement, from day one, of whether a new product or scheme is being mentioned, pitched with the right features and quoted with the right terms in real store conversations, and what customers say back.

Also searched as: launch compliance stores, offer compliance tracking, new product pitch tracking. Part of the Network Performance use case.

A launch is planned for months and decided in two weeks on the floor. Launch & Offer Execution tells you, from the first day, whether the floor is pitching it, whether they are saying it right, and what customers think of it, so a launch is managed while it is happening rather than reviewed after it is over.

The blind spot

Whether advisors pitched the new model on day one, stated the offer correctly, or fell back on the old model they knew better is unknown until the launch report, which counts units. Execution, the thing that decided the units, is invisible.

When an offer underperforms, the post-mortem cannot separate a weak offer from weak execution. The floor says customers were not interested. Marketing says the floor did not pitch it. Nobody heard the conversations, so nobody can settle it.

What changes

The launch becomes observable from the first conversation. Pitched or not, per store, per day.
Accuracy becomes visible. The claim made correctly, the eligibility rule stated wrongly, the detail left out.
The customer's reaction reaches you in their words: interest, confusion, the objection nobody predicted.
The stores that are behind hear about it the same day, while the launch can still be saved.

What you will know

Mention rate by store from day one, and the day each store reaches the target.
What is being said about the launch, and where it is being said wrong.
How customers are responding, grouped, in their own language.
Whether the problem is the offer or the execution, which is the only question the post-mortem ever wanted answered.

On the floor

A durables brand launches a festive exchange offer. The floor pitches it everywhere within days. But customers are confused about which old appliances qualify, and advisors are answering inconsistently. A one-page eligibility card reaches every store on day four, and the confusion fades by the end of the week. The launch hits its number. Under the old process, the confusion would have appeared as a soft result in the review, with no explanation.

Questions this answers

Did your last launch actually get pitched on the floor, and how did shoppers react?
When an offer underperforms, do you know if it was the offer or the execution?

Frequently asked questions

How much lead time does a launch need?

Hours, not weeks. Tell Borentis what the floor should be saying and from when. There is no engineering involved.

Does this work for a brand in multi-brand retail?

Yes. Whether your promoters pitched the launch at the shelf, and how shoppers reacted, store by store, is exactly the data missing from every retailer's launch review.

Can it catch something said wrongly, not only something left out?

Yes. What must be said and what must not are both part of the standard. An eligibility rule stated wrongly is flagged as clearly as one never mentioned.