Key KPIs to Measure Point of Sale Execution (and Make Better Decisions)

What to measure, how to do it, and why most brands in Mexico are doing it wrong

Introduction: Measuring Is Not the Same as Having Visibility

In retail, almost all brands say they measure their operation.

Few can say they understand it.

Because having data is one thing...

and having actionable KPIs that allow you to answer real questions is quite another:

• Which stores are failing today?

• Which promoters execute better and which need support?

• Where is execution being lost before it affects sales?

• Which region complies and which only "reports"?

The problem is not the lack of information.

The problem is that the wrong things are measured, or they're measured too late.

This article explains which are the key KPIs to measure point of sale execution, how to interpret them, and how to convert them into real decisions, not reports that no one reads.

Why Execution KPIs Are Critical in Retail

POS execution is the point where strategy becomes reality.

That's where you win or lose:

• Brand visibility

• Product availability

• Promotion compliance

• POP material impact

If you don't measure execution correctly:

• You react late

• You correct poorly

• You punish the wrong team

• You repeat mistakes month after month

The right KPIs allow you to move from reactive operation to proactive retail management.

Common Mistake: Measuring a Lot, Understanding Little

In Mexico it's very common to find:

• 20 metrics in an Excel

• Photos without context

• Weekly reports that arrive when they're no longer useful

• Indicators that no one reviews

Measuring more doesn't mean measuring better.

A good KPI system must meet three rules:

• Be clear

• Be comparable

• Be actionable

If it doesn't meet these three, it's noise.

Key KPIs to Measure Point of Sale Execution

1. Visit Compliance (%)

What it measures:
What percentage of planned visits were actually executed.

Why it matters:
If there's no visit, there's no execution. Period.

Real example:
Planned route: 20 stores
Visits made: 16
Compliance: 80%

👉 Every subsequent KPI depends on this one.

2. Field Team Punctuality

What it measures:
If check-ins are made within the expected schedule.

Why it matters:
Arriving late impacts:

• Replenishment

• Activations

• Relationship with the channel

This KPI reveals route problems, workload issues, or operational discipline.

3. Effective Time in Store

What it measures:
How much real time the promoter spends executing at POS.

Why it matters:

• Too little time → superficial execution

• Too much time → poorly optimized routes

This KPI helps adjust workloads and zones.

4. Valid Photographic Evidence (%)

What it measures:
What percentage of visits have correct, complete, and valid evidence.

Includes:

• Real photos

• Correct location

• Coherent schedule

• Relationship with the task

Without reliable evidence, there's no verifiable execution.

5. Planogram Compliance

What it measures:
If the product is placed as defined.

Why it matters:
A poorly executed planogram is a silent lost sale.

This KPI connects execution with commercial strategy.

6. POP Material Execution

What it measures:
If promotional material is:

• Placed

• Complete

• Visible

• In good condition

It's one of the most neglected KPIs and one of the most visible to the shopper.

7. Incidents per Store

What it measures:
Problems reported at POS:

• Out-of-stocks

• Damaged displays

• Competition invading space

• Channel rejection

This KPI is key to prioritizing commercial actions.

8. Productivity per Promoter

What it measures:
Relationship between visits, completed tasks, and time invested.

Why it matters:
Allows identifying:

• Top performers

• Training needs

• Operational overload

This KPI changes subjective conversations into real data.

Why Many KPIs Fail in Practice

Not because they're poorly defined, but because:

• Information arrives late

• Data is scattered

• There's no relationship between evidence and metric

• Everything is consolidated manually

When KPIs are built from WhatsApp, Excel, and emails, they lose value before they're born.

How Shopl Converts KPIs into Real Decisions

Shopl allows KPIs to be not just numbers, but daily management tools.

What makes it different:

• KPIs automatically fed from the field

• Photographic evidence linked to each metric

• Real-time dashboards

• Comparison by store, promoter, route, or region

• Immediate visibility of deviations

This allows the HQ team to:

• Act the same day

• Prioritize correctly

• Stop "chasing reports"

• Make decisions based on facts

How to Start Measuring Better (Without Changing Everything at Once)

1. Define 5–8 key KPIs (no more)
2. Ensure each KPI has evidence
3. Automate collection from the field
4. Visualize data daily
5. Adjust routes, tasks, and priorities weekly

Improvement in execution doesn't come from measuring more,

but from measuring better and faster.

Conclusion

Point of sale execution is not managed with intuition.

It's managed with clear, reliable, and actionable KPIs.

The brands that dominate retail in Mexico are not those with the most reports,

but those that read their operation better and act on time.