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If you work with promoters, merchandisers, or field teams in Mexico, you know that photos are the heart of POS execution. Without photos:
- No POP audit
- No planogram tracking
- No way to validate visits
- You can't prove compliance to management or your clients
But having photos is not the same as having useful photographic evidence.
Today, most brands "receive photos," but in reality, they operate in chaos:
- Loose evidence on WhatsApp
- Photos mixed between stores
- Duplicate images or without dates
- Lack of metadata
- Impossible to know who took what, when, or where
- Zero traceability
- Zero control
And when it's time to report to the channel:
"Where's the evidence of how they set up the promotion at store X?"
"One second, it's... around here... I think in this group... or this other one..."
That's the real problem.
POS is not won with photos; it's won with organized, verifiable, and actionable evidence.
Execution in Mexico is validated by three factors:
Visual evidence
Clear, organized, and verifiable photos.
Real location
GPS validation + assigned store.
Real, non-manipulable metadata.
Without a solid evidence structure, everything else is subjective:
Photographic evidence is the only truth at POS.
1. Photos without metadata
You don't know the time, date, or location.
Hypothetical scenario:
A team of 15 promoters sends 225 photos daily via WhatsApp. By the end of the month: 6,750 photos without context. When you need to validate a specific store, you can spend 30-45 minutes just searching for the correct image.
Estimated cost: 10 monthly searches × 45 minutes = 7.5 lost hours × $300 MXN/hour = $2,250 MXN monthly just on searches.
A photo from Bodega Aurrera appears next to one from Soriana.
Industry data:
According to retail execution studies in Mexico, 73% of Trade Marketing teams use WhatsApp as their primary evidence tool, generating folders with thousands of unclassified photos.
Hypothetical scenario:
3 simultaneous campaigns + 5 different chains + 20 promoters = 1 WhatsApp group with 8,000 photos in 2 months. Creating a specific report can take 2-3 full days of manual work.
The brand sends material, but doesn't know if it was installed.
Industry data:
Between 30-40% of POP material sent to points of sale is not properly documented or installed according to specifications (Trade Marketing Latam Study 2023).
Hypothetical scenario:
Investment of $150,000 MXN in POP material for 100 stores. Without structured before/after evidence with GPS, you can't prove compliance. Risk of penalties: $30,000-50,000 MXN.
Common when using WhatsApp.
Industry data:
Internal studies from Trade Marketing companies estimate that 10-15% of photos received through unstructured channels have duplication issues or don't correspond to the reported visit.
Hypothetical scenario:
Out of 300 monthly photos per promoter, 30-45 may be duplicated or reused. Without automatic detection, this goes unnoticed until there's a physical audit.
You find out about the problem after the activation has passed.
Hypothetical scenario:
Weekend activation in 150 stores. Photos arrive Sunday night, reviewed on Tuesday. You discover that 40 stores had execution problems. It's too late to correct.
Estimated loss: 40 stores × $5,000 MXN in incremental sales × 3 days = $600,000 MXN in lost opportunity.
Promoters pasting photos into PowerPoint or Excel for hours.
Industry data:
The average time for manual report creation is 4-6 hours weekly per supervisor in Trade Marketing teams in Mexico.
Hypothetical scenario:
Quick Calculator for a Team of 20 Promoters:
✓ 73% of teams use WhatsApp for evidence (without structure)
✓ 30-40% of POP material is not properly documented
✓ 10-15% of photos have duplication or validation issues
✓ 4-6 weekly hours lost on manual reports per supervisor
✓ 60% of supervisors' time goes to administrative tasks vs. field work
Truly organized evidence must comply with:
✔ Automatic attribution — Who took the photo
✔ GPS validation — Where it was taken
✔ Real timestamp — When it was taken
✔ Automatic classification — POP, planogram, out-of-stock, display, activation
✔ Store relationship — Correct assignment by POS
✔ Automatic reports — Evidence ready for the client or management
When this is organized, something magical happens:
Decisions stop being reactive and become strategic.
The brand stops "putting out fires" and starts operating with precision.
Shopl doesn't just save photos.
Shopl converts each photo into a piece of legal, verifiable, and reportable evidence.
Photos organize themselves into:
Each photo is linked to the corresponding POS.
Your team stops wasting hours building PPTs or Excel files with photos.
Find evidence by store, date, user, task, or type.
No more doubts, no more discussions, no more manual screenshots.
Companies that migrated from WhatsApp/Drive to structured solutions like Shopl achieved:
60% fewer reprocessing due to incomplete evidence
70% less time on reports
30% more compliance with planograms
+20% improvement in negotiated displays
Fewer channel complaints
Better relationship with clients and management
POS stops being "interpretation" and becomes a proven reality.
- Define evidence categories
- Assign stores correctly
- Configure automatic reports
- Light team training
- Supervision of first uploads
- Corrections and adjustments
- Activate reports for management/clients
In 14 days, your operation changes completely.
POS execution doesn't depend on promoters "working"; it depends on having structured evidence that validates every step.
And that's only achieved with:
- Real metadata
- Automatic organization
- Instant reports
- GPS validation
- Intelligent classification
Evidence is power. And the team that controls the evidence... controls the POS.
