A new SKU every week. Does your field force know it before the retailer does?
FMCG and retail run on the highest-churn frontline in the economy — field sales reps on the beat and store staff on the floor — selling a catalogue that changes every week with new SKUs, prices and schemes. Most are deskless, spread across general trade, modern trade and quick-commerce. The problem was never the brand deck. It's the absence of a platform that gets a constantly-refreshing frontline product-ready on a phone, and proves the shelf actually looks the way head office designed it.One platform. Two outcomes: a frontline that knows this week's SKU and scheme, and in-store execution you can see, outlet by outlet.
Your field force doesn't ignore training. They ignore training that never reaches the beat in time.
Most FMCG and retail teams train the frontline by dropping scheme circulars into WhatsApp groups, running a classroom induction for staff who quit in three months, and taking planogram compliance on trust. The rep who pitched last month's scheme may never have been tested on the one launching this week — and merchandising audits arrive on paper, weeks late. The gap isn't effort or awareness. It's a structured, trackable system that turns "we sent it to the group" into "the beat is ready and the shelf is proven."
- Scheme circulars dumped in WhatsApp groups — no idea who actually read them before they started selling
- Classroom inductions for staff who quit in three months
- Planogram compliance taken on trust — head office never sees the actual shelf
- Merchandising audits on paper, weeks late — drift is found long after it cost the sale
- One generic course for a general-trade beat and a modern-trade floor
- A desktop LMS nobody opens — adoption 30–40%, and the brand can't see who's genuinely trained
- 60-second mobile micro-learning by role — the beat learns this week's SKU in the gap between two outlets
- Launch/scheme readiness gate — no rep sells the new scheme until they pass, network-wide
- Daily store checklists with planogram photo-proof and geo-fencing — the rep has to be at the outlet to log it
- Three-tier audits with audit-of-audits — planned and surprise, scored against brand standards
- Instant scheme push with acknowledgement — the whole frontline gets it the morning it launches
- Regional languages, audio-first — adoption 85%+ in 90 days, with brand visibility down to the individual
Launch-readiness across the field. Earned before the beat starts.
A new SKU, variant or scheme can land every week — new price, new margin, new pitch to land before a competitor does. A rep who half-knows the scheme fumbles the moment a retailer pushes back on margin, and the order walks. Violet turns every launch into a short, sharp learning sprint with a readiness gate at the end. The SKU doesn't reach the beat as a surprise. The beat is ready for it.
Rapid SKU & scheme modules
Short videos, spec cards, the new price-and-margin story, and the objection script — built and pushed across the field in 48 hours. The whole beat learns the same pitch, the same way.
Readiness gate
A rep isn't tagged "beat-ready" until they clear the readiness test — no selling the new scheme until passed. Configurable pass mark. No half-briefed reps misquoting a launch.
Network readiness dashboard
The brand sees launch-readiness by territory, by rep, by store — before the SKU hits the beat. Spot the territories that aren't ready while there's still time to fix it.
Everything due today. On one screen, in their hand.
A field rep between two outlets, a store assistant between two customers — neither has time to hunt through folders. One panel shows every action they owe today: the new-SKU masterclass, the scheme quiz, the planogram photo-check, the outlet checklist. Anything overdue from yesterday surfaces in coral. An empty panel means they're current.
One screen, every action
SKU masterclasses, scheme quizzes, planogram photo-checks, outlet checklists, all in one panel. No folder-hunting.
Overdue surfaced automatically
Yesterday's missed outlet checklist flagged in coral so nothing slips on the beat.
Always-empty is the goal
An empty panel means the rep or store assistant is current. The design rewards closing things out.
Manager dashboard mirrors it
The area/store manager sees the same panel for every person. Who's on top of their day, who's falling behind.
Prove the shelf matches the plan. Three layers. One platform.
In-store execution is where the sale, the margin, and the brand promise all live. A planogram that drifts isn't a bad review — it's a missed off-take, week after week. Running execution is a verification business: the rep works the outlet, the area manager runs the floor, and HQ audits the whole network against brand standards. Today these live in three disconnected places — mostly on paper. Violet unifies all three and puts the audit-of-audits dashboard on top.
The daily execution check
- Daily merchandising & availability checklist at every outlet
- Planogram photo-proof — snap the shelf; head office sees the actual execution, not a tick-box
- Geo-fenced to the outlet — the rep must be physically at the store for the log to count; no armchair compliance
- Shelf and stock callouts — out-of-stocks, secondary displays, damaged stock flagged on the spot
Running the floor
- Floor walks and route audits across the territory
- Coverage and beat-productivity per shift
- Complaints and issue log, closed on the app
- Quality spot-checks against the daily checklist
Network execution coverage
- Planned audits of execution coverage per outlet
- Random, mystery-shopper-style checks to catch drift the beat won't self-report
- Scored against brand-defined merchandising standards
- Action items auto-assigned to the right rep or manager
And the audit of the audits.
One number tells you 92% of outlets cleared the checklist. The next tells you the average planogram score is 86%. The next tells you 248 of 250 surprise audits actually happened. The last flags 20 outlets quietly drifting. That's the visibility most brands have never had.
Every SKU, every scheme, every planogram. One tap away.
No more "let me check the circular and call you back" in front of a retailer. Every SKU spec, pitch, current scheme, and planogram assigned to a rep's role — ready in PDF or video, or auto-generated. Revise it at HQ and the whole field gets the new version on next open. The same data can feed the order and SFA tools the rep already carries.
The right material, by channel
A general-trade rep sees GT material; a modern-trade promoter sees MT planograms. Rights-managed at the admin level.
No video team required
Upload existing pitch decks and shelf-setup videos, or define SKU specs and schemes in the admin and let the front end auto-build.
Never last week's offer
Reps see the current SKU specs, prices and live schemes in real time — never quoting last week's offer to a retailer.
The morning it launches
Price revision or new scheme at HQ? Every rep gets it on next open. No more "I'm still pitching the old scheme" from the field.
Learning Shorts. The format their thumb already knows.
The young rep on your beat and the store assistant on your floor have trained themselves on Reels and Shorts for years. That's the format that lands: vertical, 30–60 seconds, autoplay-next. We built it native to the platform and assigned by role and skill gap, so a field rep sees new-SKU pitch shorts while a store assistant sees shelf-setup and execution shorts.
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▶ Vertical, autoplay-next
Same format their thumbs already know. One swipe = next short. They burn through 8–10 between two outlets without thinking about it. Think a 45-sec new-SKU pitch, a planogram setup demo, or a quick objection-handling tip.
🎯 Assigned by role + skill gap
A rep weak on objection-handling sees objection shorts. A store assistant new to a category sees planogram-setup shorts. Personalised, not generic.
⚡ Right-now, right-here learning
A pitch refresher before walking into a key outlet. A planogram reminder at the shelf. A new-scheme briefing the morning it launches. The learning long-form modules can't reach.
📈 Engagement that drives adoption
Completion rates jump from 30% to 80%+. The format isn't the gimmick. It's the unlock.
Fast quizzes. Real situations. In the language they think in.
One to five quick questions, delivered to the phone in the learner's chosen language. Visual and scenario-based, not text walls. Every answer is logged centrally, so HQ knows exactly which rep, which outlet, and which concept is sticking — and which one needs a re-quiz.
1–5 questions, no more
Finishable between two outlets or two customers. Built for a 2-minute window.
Visual & scenario-based
"Spot what's wrong in this shelf photo." "A retailer pushes back — what would you say?" Beats theory.
Multilingual by default
16 Indian languages plus 50+ global, including Hindi, Tamil, Telugu, Marathi, Bengali, Kannada, Punjabi, Gujarati. Same question, same scoring.
Retention tracked centrally
Every answer logged per individual. HQ sees retention by person, outlet, territory, and concept. Re-quiz automatically until it sticks.
Instant feedback
The right answer the moment they tap, with a one-line "why". Learning happens in the same 2 minutes.
General trade. Modern trade. Quick-commerce. Distributor field force. All in one dashboard.
Almost every FMCG and retail business runs a mix: a vast general-trade beat, a growing modern-trade floor, fast-scaling quick-commerce, and a distributor field force that isn't even on payroll. A standard LMS treats them all the same. We don't. Every dashboard, every cohort, every comparison can be sliced by channel — so you can finally answer the question that matters: which channel is executing better, and why.
| Metric | General trade | Modern trade | Quick-commerce | Field force |
|---|---|---|---|---|
Launch-readiness % ready before week 1 | 84% | 88% | 81% | 79% |
Planogram compliance avg score | 86% | 91% | 83% | 80% |
Beat productivity / coverage coverage rate | 88% | 84% | 90% | 82% |
Audit score avg, last 90 days | 87 | 90 | 83 | 80 |
Attrition annualised, lower is better | 48% | 41% | 55% | 52% |
Outlets covered in network | 1,420 | 96 | 210 | 880 |
Channel-aware dashboards
General trade vs modern trade vs quick-commerce vs field force, side by side, on the same source of truth.
Like-for-like comparison
Same metrics, same definitions, same time window. No more apples-to-oranges across channels.
Drill into any cluster
Click a territory to find the outlet dragging the average down, or the rep quietly raising the bar.
Built for combinations
GT, MT, q-commerce dark stores, distributor reps, promoters, ISDs — whatever channel mix your network runs in real life, the platform represents it natively.
Don't break the streak. Pep is watching.
A young rep or store assistant doesn't need another training reminder — they need a reason to come back tomorrow. So we built one. Every login marks a streak. Every milestone unlocks bonus points that count toward recognition. And Pep, our upbeat shopping-cart companion, reacts to every move — cheering when they show up, concerned when they don't. The platform stops feeling like a system and starts feeling like something that notices.
(Mascot is white-labelled. "Pep" is the suggested FMCG/retail companion; any brand can ship its own branded character — see the Mutual Fund reference where each client gets a custom mascot.)
Daily streak counter
Every login marks the streak. Visible the moment they open the app.
Milestone bonuses
3, 7, 30, 90 days. Each unlocks points that count toward recognition and rewards.
Mascot reacts to behaviour
Pep is happy when they show up, concerned when they slip. The emotional hook that makes coming back personal.
Two habits, not one
Streaks track both daily learning (a quiz, a short) and daily work (an outlet checklist, a planogram photo). One mechanic, two habits.
Continuous feedback. Mostly on video.
Area managers don't have time to write paragraphs, and the frontline doesn't have time to read them. So the platform leans video-first. A star rating in two taps. A 30-second clip recorded on the phone, or pulled from earlier. The rep watches it between two outlets, the store assistant between two customers — in the same app they train in, where the next shift is the test.
Pick the person, set the rating
Manager taps a name, sets a star rating in two taps, adds a line if needed. The real message goes into the video.
Record live or attach
Up to 60 seconds on phone or laptop camera, or upload a clip already saved. Whatever's easier in the moment.
They watch and learn
A notification, then they play it on the beat or on the way home. Feedback that gets watched is feedback that changes behaviour.
Plus everything you'd expect from a modern learning & enablement platform.
The launch-readiness engine, the three-tier in-store execution checks, the Product & Planogram Hub, Learning Shorts and Micro-Quizzes are the FMCG/retail-specific layer. Underneath sits a full enterprise platform with everything else you'd expect:
◊ New launch & scheme training
Push prep videos and assessments before a launch, across the whole field.
◯ QR-code attendance for ILT
Trainer flashes a QR at a distributor meet; staff scan; attendance logged.
🛡 Proctored certification
Camera-supervised certification, no travel required.
🏬 Multi-tenant for distributors
The brand sets the curriculum; each distributor's data stays isolated.
💬 50+ global & 16 Indian languages
Hindi, Tamil, Telugu, Marathi, Bengali, Kannada, Punjabi, Gujarati and more. Audio-first for the beat.
📍 Geo-fenced attendance
Attendance and checklists count only when the rep is physically at the outlet or meet.
🔌 SFA/DMS, HRMS & SSO integration
Your sales-force automation and distributor management system, plus Darwinbox, Keka, GreytHR, PeopleStrong, SAP SuccessFactors, Oracle HCM — and single sign-on.
🎥 Video search & auto-transcription
Every video transcribed and indexed; search a phrase, jump to the exact second.
FMCG & retail questions, FMCG & retail answers.
Stop training your frontline like they sit at a desk.
30-minute demo. We'll walk you through frontline launch-readiness with readiness gates, three-tier in-store execution with planogram proof, and the FMCG/retail-specific features: the Product & Planogram Hub, Learning Shorts, Micro-Quizzes, and the network dashboards.
Book a demo →