What your reporting already gives you
Store counts, compliance rates, and activity logs, on a schedule, from the people who run the accounts.
Your store counts come from distributors and reps. The shelf holds the other version.
Sales ops teams
Verify retail execution in the stores you already pay for
Your coverage numbers arrive from the people being measured. Sena counts the same stores independently and prices the gap.
The problem
What Sena decides
Which listed stores hold the product, which distributor and which territory the gaps sit in, and how much trade spend rides on them.
Industries
FMCGBeveragesSpiritsConsumer ElectronicsOTC Pharma
Powered by
Sena, the Decision AI from Rwazi.
Decision AI with access to real-world dataThe problem
You pay for store coverage twice. Once to the distributor who places the product, and once to the team that reports the placement. Both numbers reach you from the same direction.
What your system reports
A store count, a compliance percentage, and an activity log, assembled from what distributors and reps submit.
What the store holds
The product on the shelf, the position it sits in, and the display that was agreed. The store answers the same question from the other side.
Between the two sits the gap you pay for. Trade spend, coverage fees, and rep commission all settle against the reported number, and part of that number rests on stores where the shelf reads differently. The reported figure and the real figure stay the same figure until somebody counts.
How it works
How Sena runs retail execution verification
01
Direct the read at your own list
Give Sena the stores that should carry the product and the compliance rules that apply to each. Sena sends the read to those stores by name, so the stores checked are the stores you pay for.
02
Verify what the shelf holds
Computer vision reads product presence, shelf position, cooler placement, and display condition against the rules you set, store by store.
03
Quantify the coverage gap
Sena returns the count that survives verification, split by territory, by distributor, and by rep. Reported coverage and verified coverage sit next to each other on one line.
04
Attribute the pattern
Sena groups the gaps to find where over-reporting repeats, which store types show the widest gaps, and which territories move together.
05
Price the gap
Sena reads the verified gaps against your trade spend and coverage fees, so the answer arrives as a number your finance team can act on.
See how much of your reported coverage survives a count
See how Sena reads a store →Industries served
Industries and Rwazi capabilities involved
FMCGBeverages & BottlingAlcohol / SpiritsConsumer ElectronicsOTC Pharmaceuticals
E-commerce retail execution measures listing and content compliance online, which sits in a separate lane from the in-store verification on this page.
Check out Rwazi and Sena capabilities
| Capability | Role in this use case |
|---|---|
| Sena Computer Vision | Core. Directed at the stores on your own coverage list, it verifies product presence, placement, and the compliance rules you set. Read wider, it also finds your products in stores your records leave out. Image recognition retail execution work happens here. |
| Sena (Decision AI) | Core. It compares the verified read against your reported coverage, trade spend, and rep assignments, then quantifies the gap and the money attached to it. The retail execution analytics roll up by territory, distributor, and rep. |
| Sena Connect and Integrations | Core. Brings in your coverage list, your product images for matching, your trade spend by store or territory, and your rep and distributor assignments, by CSV or Excel upload. |
Every capability on this page is core. The verification stands on Rwazi’s own read, and your data is what turns a count into a cost.
The gap
What a second count adds
What Sena adds
A second count of the same stores, taken by people who sit outside your reporting chain. The two numbers sit side by side, and the difference is the finding.
What the number changes
Trade spend you can hold back, distributor terms you can reopen, and rep targets you can set against a verified baseline.
Ask Sena
SENA
Recent
Coverage check · Q3 list
Distributor gap
Cooler rules
Data connected 3/4
✓Store list
✓Compliance rules
✓Trade spend
Rep activity log
What share of my listed stores holds my product on the shelf right now?
Sena
85% of your listed stores hold the product on the shelf right now. 9% list it and show an empty facing, and 6% carry no trace of it.
On the shelf
85%
Listed, empty facing
9%
No trace
6%
Traced to directed store read + your store list8 wk
List the stores behind the gap for Distributor C
Re-count Territory 5 next month
Store list.csv
Distributors
Illustrative interface. Numbers are an example, not a Rwazi result.
Who uses it
Roles and functions
Sales operations and trade management
Measure team performance against coverage targets on a verified count, and see which territories carry the gaps.
Sales solutions →Distributor management
Hold distributors to their delivery and placement commitments, and reopen terms on numbers both sides can read.
Finance and procurement
Confirm that trade spend reaches the stores it was approved for, and hold back the share sitting against empty shelves.
Brand and shopper marketing
Confirm that displays, signage, and cooler branding went up as the activation specified.
Compliance and legal
For regulated categories, confirm that products sit only in locations the placement rules allow.
Why teams trust Sena
Get decision-ready answers fast
A demo takes about 20 minutes. For most use cases, the first decisions land days after kickoff.
Evidence a distributor can be shown
Every verified store carries the image and the timestamp behind it, so a renegotiation rests on a record both sides can read.
The count comes from outside the chain being measured
A 5M+ consumer network across 190+ countries supplies the read, so the people reporting coverage and the people verifying it are different people.
Related use cases
UC · Shelf & Availability
Competitive shelf intelligence
Know what sits beside your products in every store.
See the use case → UC · PricingPricing intelligence & MAP enforcement
See the real in-store price of your products in the markets you sell in.
See the use case → UC · Shelf & AvailabilityOut-of-stock detection & root cause analysis
Spot missing products in stores as the gap opens.
See the use case →20-min live walkthrough
Talk to Sena about how much of your reported store coverage survives a count
Tell us the decision you are weighing, and we will bring the market read to the conversation.
Watch a live demo of Sena Decision AI
See this use case run on a market like yours
Get the questions from your own team answered
Start from your own question
Bring the decision in front of you and we will run the first read against it on the call.
Talk to the Rwazi team
FAQs
01 What is retail execution?
Retail execution is the work of getting a product into the agreed stores, onto the agreed shelf, at the agreed position and price. Teams also ask what does retail execution mean once the plan leaves the system, and the answer is the distance between that plan and the store itself. The plan lives in your system, and the shelf holds the answer.
02 What is retail execution monitoring?
Retail execution monitoring checks the plan against the store on a repeating cycle, so coverage, placement, and compliance each carry a verified number alongside the reported one. Retail execution and monitoring sit together in most teams: one sets the target, the other confirms it landed. Sena runs the confirming half.
03 What is a retail execution platform?
A retail execution platform equips your own team to plan store calls, record what they find, and report it back. A retail execution app in that class runs on what your team submits, which makes retail execution management a reporting discipline. Sena answers the other half, because it verifies the same stores independently, so any retail execution solution you already run keeps its job while the numbers gain a second source.
04 How is independent verification different from the retail execution solutions I already run?
Retail execution solutions and a retail execution management solution both organize the work your team does in store, and they report what your team records. Sena counts the same stores through a separate network, so the reported number and the verified number can be compared side by side. Teams keep both: one runs the plan, the other prices the gap.
05 What is mobile retail execution?
Mobile retail execution means running the store plan from a phone, with the call list, the checks, and the images all captured in the aisle. A mobile retail execution solution puts that in your own team’s hands. Sena reads the same kind of capture from a separate network, so the phone in the aisle belongs to someone independent of the coverage target.
06 What is phantom coverage?
Phantom coverage is a store your records list as stocked while the shelf tells a different story. Trade spend, coverage fees, and rep commission all settle against it. Sena finds it by verifying the listed stores one by one and returning the count that survives.
07 What does retail execution monitoring cost?
Retail execution solutions pricing follows the number of stores, the territories, and the checks you set for each store. A Sena verification cycle lands in the same range as a traditional audit, and the quote follows the store list you bring. Talk to Sena for a scoped number.
08 What is a retail execution partner?
A retail execution partner runs the store-level work you place outside your own team, and retail execution services usually cover the audit cycle, the capture, and the reporting. Sena sits above that layer and verifies the result, so the work gets delivered and the record stands on its own evidence.
09 How can retailers improve in-store execution for fresh inventory?
Retailers improve in-store execution for fresh inventory by shortening the distance between the check and the correction. Verify presence and placement on a tight cycle, then route the fix on the same cycle. Sena returns the store list with the gaps already attached, so the correction reaches the aisle while the stock still sells.
10 How to achieve perfect store execution for retail success?
Perfect store execution for retail success starts from a verified baseline: the stores that hold the product today, at the agreed position. Retail execution strategies then rank the gaps by trade spend, and the retail execution process repeats on a cycle. Teams asking how to optimize retail execution strategy usually find the answer sits in the measurement, because a retail execution strategy built on reported numbers improves the wrong stores.