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If a picture is worth a thousand words – how much is 12 693 pictures worth?

How can we use mobile technology to control the way our products and marketing material are displayed at the point of sale? That was the challenge that MORE got from Kraft Foods Norway, who had the need of centralizing and organizing all the documentation sent by their sales force working at retail stores spread all over the country. The solution was the creation of SnapShop.

campaigns, concepts, marketing, mobile integration, retail, sms

Efficient documenting needs structure
Kraft Foods Norway is doing constant sales promotions in retail stores. The employees are responsible not only for placing the products and promotion material according to certain standards, but also to document these activities; however, the methods used to send such a documentation differ greatly from salesman to salesman, making the task of creating reports for a specific campaign or retail chain very hard and time consuming.

Everyone has a mobile camera
Kraft Foods Norway became aware that mobile phone cameras are constantly improving, and that they could represent a good tool for the salesmen to document their work at the stores. This was when MORE’s expertise in mobile marketing came into action.

Enter SnapShop
After defining together with Kraft a list needs and desired functionality, MORE developed SnapShop - a system that centralizes and organizes all the pictures sent by the employees via MMS, making the documentation of campaigns easily accessible to managers and to the rest of the sales force, therefore becoming a great tool to identify and share best-practices.
The key features:
  • Pictures are sent to a central database via MMS using a keyword and a short code, with the possibility of adding a description within the body of the message
  • The pictures are then automatically tagged to the right user
  • A user-friendly Web interface allows for further categorization of the pictures
  • Pictures can be rated in different categories (gold, silver, bronze)
  • All registered users can write comments to pictures in the DB
  • Advanced search
  • Report functionality (PDF)
  • Download functionality (ZIP with JPEGs)
  • Administration of campaigns, categories, retail chains and users
  • Possibility to upload pictures from a PC/Mac
  • Automatic back-up routines
Success
Since Kraft SnapShop was launched, more than 12.600 MMS pictures have been sent, stored and categorized  in the system. More than 200 employees are registered as active users.
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