In a market where every day more brands, more products and more promotions compete, there is a silent figure that determines whether a strategy is seen… or lost: the Point of Sale Manager (POS).
A good GPV doesn’t just check linears. It does not only inform. It does not only accompany.
Take action. Decide. Negotiate. Optimize. Execute.
And above all: take care of the brand presence where it really matters.
This article brings together the best of the 6 previous contents to build a complete, human and practical vision of the GPV figure, its impact on visibility, ROI and shopper experience in Spain and the rest of Europe.
What is a GPV and what does it represent for a brand?
The POS manager is the person who makes the brand strategy become a reality at the point of sale.
It is the bridge between three worlds:
- the brand
- the retailer
- and the physical store where 75% of purchases in Europe are decided.
Its purpose is not only to supervise, but to manage, a nuance that completely changes the operational impact.
Supervising vs. managing: the difference that few explain
In retail, to supervise is to watch. To manage is to move.
Supervise (vision of the past)
- Informa
- Audita
- Measure
- Detects incidents
- Analyzes what has already happened
It is useful… but reactive.
Manage (vision of the future)
- Negotiates space
- Acts on the linear
- Improved facing and presence
- Discharges assortment
- Resolves incidents
- Optimizes execution
- Advances retailer needs
The GPV manages, not just “passes report”.
And this is where the real difference for a brand begins.
Characteristics that distinguish a good GPV
Commercial spirit
They talk to decision-makers, negotiate, build relationships and represent the brand with professionalism.
Real involvement with the brand
They feel the brand as their own, transmit its message and know how to explain it with conviction.
Proactivity and analysis
Detect opportunities before they become problems: breakage, poor visibility, wasted space.
In-depth product knowledge
They master differentials, benefits and objections to gain space and defend assortment.
Teamwork
What happens in the store only works if there is coordination between field, office, customer and retailer.
Adaptability and resilience
Retail changes every day; so do they.
Why is point-of-sale management so crucial today?
In Europe, 76% of purchasing decisions are made at the point of sale.
The shopper is informed… but decides in front of the shelf.
- ensures availability
- sort categories
- controls the execution
- gives visibility to the brand
- detects opportunities
- avoids sales losses
And above all: it ensures that what the brand plans upstairs, happens downstairs.
When a GPV reduces breakage, increases sales (and ROI)
Stock-outs are one of the biggest sales leakages in Europe.
- Constant monitoring
- Relationship with the retailer
- Chain failure detection
- Facing optimization
- Management in promotions
ROI is not improved by campaigns alone: it is improved by executing better.
Keys to the success of an in-store VPP
- Clear and measurable objectives
- Ongoing evaluation
- Authentic communication with store
- Efficient time management
- Data-driven decision making
- Innovation in execution
- Continuous improvement
And outsourcing? The fastest growing model in Spain and Europe
- Scaling as required
- Expert profiles from day 1
- Integrated technology
- Reduce fixed costs
- Control and visibility
- Faster reaction
How we work the figure of the GPV in SIG Spain
- Profile selection according to category
- Continuous, technical and commercial training
- Real-time technology(Celero One)
- Stable operating processes
- Continuous connection with customer and retailer
- Vision Spain + Europe
GPV is much more than an operational role
The GPV is the figure that:
- makes the brand visible
- takes care of the shelves
- prevents sales leakage
- understands the shopper
- gathers the voice of the retailer
- turns strategy into results
The future of retail is about people who can bring together strategy, data and execution.
And that person, often invisible to the consumer, is the GPV.
Because what happens in store determines the success of a brand.