On Demand Promoters to Transform Retail Trade Marketing: Wyder

Q: What gaps in the retail market led to the creation of Wyder?

A: One of the main issues we saw before Wyder’s launch in 2020 was the lack of control and visibility over product actions and service execution in retail spaces. Companies struggled with monitoring their products, promotions, and overall retail presence in points of sale (POS), especially in areas beyond city centers. The existing solutions for retail auditing, mystery shopping, and promotional activities were dominated by a few key players and were often costly and inefficient. Information transfer was also cumbersome and, in 2015-2016, technological innovations in trade marketing and retail execution were still underdeveloped. Recognizing this gap, I began conceptualizing a technology-driven solution to address these inefficiencies.

Q: What platforms influenced the development of Wyder?

A: At the time, the rise of collaborative economy models like Uber, Glovo, Rappi, and Airbnb demonstrated how decentralized networks could add value in various industries. I saw an opportunity to apply this model to trade marketing, leveraging technology to connect individuals already present in retail spaces with brands that needed real-time insights.

Thus, Wyder was conceived as a crowdsourced platform for retail auditing, mystery shopping, and promotional activities. We launched in Argentina, utilizing a collaborative approach to gather on-the-ground data from shoppers and individuals visiting retail locations. These contributors provided valuable insights into product placement, competitor activities, and service execution.

Q: Why does Wyder operate in both physical retail and e-commerce spaces?

A: The first major innovations in this field were in e-commerce, where numerous technological solutions emerged to track product listings, pricing, and online visibility. However, solving challenges in physical retail took longer, as it involved complex logistical and operational issues. While we do have some clients using our services for e-commerce monitoring, our core focus remains on physical retail execution. This is where we provide the most value — helping brands manage their presence in supermarkets, department stores, and other retail environments.

Q: How does Wyder help brands maintain control over their retail presence, especially in third-party stores?

A: Our clients include both brands that operate their own stores and those that rely on third-party retailers. While self-operated stores allow for greater control, the majority of our clients — about 90% — are brands that are distributed through supermarkets, department stores, and other retailers. Wyder provides the necessary workforce to ensure that in-store materials and promotions are executed effectively.

Brands that exhibit in third-party stores also require services like merchandising, shelf restocking, price audits, and competitive analysis. We offer a flexible workforce that allows them to scale operations during peak periods like Mother’s Day, Father’s Day, and holiday sales, removing the need for permanent hiring.

Q: What are the main issues affecting your retail clients and how does Wyder address them?

A: One of the main concerns for our clients is ensuring that retail execution is carried out professionally and meets high standards. To address this, we provide continuous training to our promoters, many of whom have years of experience in trade marketing, merchandising, auditing, and mystery shopping. Wyder’s workforce consists of trained and certified promoters who must meet strict requirements before executing tasks at retail locations. 

By working with seasoned professionals, we guarantee high-quality execution. Our clients have confidence that their in-store activities — whether product placement, promotional campaigns, or pricing audits — are handled by experienced individuals who understand retail operations.

Q: What types of data are most valuable to your clients?

A: The most critical data is related to product availability and visibility on store shelves. In Latin America, especially in Mexico, physical retail remains a dominant channel with high product turnover. If brands do not actively manage their shelf space, they risk losing visibility to competitors. 

For example, if a brand does not ensure timely restocking or proper product placement, a competitor might take over its shelf space. This is why continuous in-store monitoring is essential. Wyder helps brands optimize their retail strategies and maintain a strong presence in highly competitive markets.

Q: What priorities and trends are expected to drive Wyder’s evolution in the short and long term?

A: We still have a long way to go in bridging the gap between brands and consumers. Connections between brands and their audiences are constantly evolving, and Wyder has a significant role to play in that process.  While we have already introduced innovative trade marketing solutions, there is still much to explore, particularly in the use of AI. Our challenge is to identify the best ways to implement AI to solve retail challenges, helping brands optimize in-store execution while enhancing the consumer experience.

Beyond digital channels and social media, there are substantial opportunities for innovation at the point of sale. While we leverage technology, trade marketing, and in-store execution, we still have room for major advances. We are only in our third year of operations in Mexico, and we are still learning about the market, the Mexican consumer, and the interactions between consumers and brands.

Wyder is a trade marketing platform that helps brands increase their product performance at multiple points of sale, with On Demand promoters.