Freshness and FIFO discipline
Merchandisers needed to rotate stock, apply first-in first-out discipline and flag near-expiry items before availability or quality issues reached shoppers.
Success story
Visual Merchandising
FMCG
Seara Fresh Food Merchandising in Jeddah
Fresh food merchandising in Jeddah for Seara and Mayda, delivered in partnership with Makwest with store-level visibility, FIFO discipline and KPI tracking.
4
min read
Seara needed a merchandising partner in Jeddah that could protect freshness, availability, shelf presentation and retailer confidence across a large fresh and frozen food footprint. Channelplay delivered the programme in partnership with Makwest.
300+stores covered in Jeddah
90+SKUs managed across 13 categories
43bilingual merchandisers deployed
Fresh food merchandising control loopBuilt with Makwest partnership and 1Channel visibility
300+ Jeddah stores
Visit planDaily, weekly and twice-weekly routes based on store potential and priority.
Shelf actionFIFO, planogram compliance, share of shelf and promotional display checks.
Photo proofGeo-tagged attendance, shelf images, RTV tracking and exception reporting.
Client visibilityDashboards and KPI views for availability, freshness and execution quality.
Client requirements
Seara sought consistent retail execution for Seara and Mayda products across hyperstores, Super A, Super B and discount-store formats in Jeddah. The programme needed to manage different visit frequencies, from daily coverage to weekly and twice-weekly store visits.
Visibility and shelf standards
The team had to execute planograms, monitor share of shelf, provide photo proof and protect brand standards across more than 260 active weekly outlets.
Channelplay approach
Channelplay owned the on-ground execution model with a trained bilingual merchandising team, three supervisors and a head of operations. The team followed optimized journey plans and used mobile reporting to capture shelf resets, stock audits, promotional displays, planogram compliance and store-level exceptions, keeping daily execution tied to clear client KPIs.
The 1Channel tech backbone connected on-ground execution, route discipline and client visibility: geo-tagged attendance, real-time dashboards, photo validation, share-of-shelf checks, price checks, RTV tracking and a clear view of KPI delivery by store and route.
Execution data captured in-store
- FIFO, near-expiry flags and RTV tracking
- Planogram, share-of-shelf and competitor checks
- Photo proof, attendance and dashboard reporting
Daily visits140
Weekly visits260
SKUs90+
Stores300+
Results and impact
The programme gave Seara complete tech visibility across Jeddah stores, stronger freshness controls and cleaner execution data for regional managers. Channelplay’s field supervision, dashboards and issue tracking helped convert store activity into measurable KPI delivery, while competitor audits and shelf-share analytics supported better promotional and replenishment decisions.
By combining field teams with 1Channel dashboards, Seara established a robust merchandising model for the frozen foods aisle, with 140 daily store visits, 260 weekly visits and continuous KPI delivery tailored to store size and sales potential.
