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EU: Roamler offers retailer and supplier quick and accurate shelf information

In the past, companies hired so-called mystery shoppers to visit stores to check if their product was marketed the right way. Nowadays the procedure is much faster, with retailers and suppliers working together with a group of smartphone owners who provide direct answers to their questions. Is the price is displayed correctly? Are promotional activities reaching the right customers?

Enter the Roamler app. The app is used by many retailers and suppliers. Ornamental Growers of FloraHolland are wildly enthusiastic. Only the fresh produce sector is lagging behind in this development. To demonstrate its capabilities, Roamler performed an exclusive survey on supermarket peppers.

Roamler explanimation from Roamler on Vimeo.

Simply put, Roamler is a smartphone application that operators can use to earn cash by performing commands. In The Netherlands there are a few thousand Roamlers, as participants are called, ready to photograph products, visit stores, etc. They must first go through a training program, and after reaching the first level they are eligible to perform paid tasks. Output is validated by a special team, and points are to be scored. The more points you have, the more tasks you receive.

Photos and facts
Roamler was founded by Wiggert de Haan and Martijn Nijhuis, a little over two years ago. Since then, the app has national coverage in The Netherlands, the UK, Belgium and Sweden. This month it was introduced in Poland and Italy, Germany still being on the wish list. Martijn, having a background in market research, says the process in getting products to stores is performing admirably, but can still be improved upon. “This is where the Roamler comes in. The app, using both photos and facts, can give an accurate overview of the process like no tool before. We don’t step in to solve anything, but we offer our customers a device for suppliers to engage in conversation with their supplier, or vice versa.”

One of the Roamlers of the first hour is Christiaan Rijnhout. The son of Jaguar CEO Kees Rijnhout worked in the AGF sector for several years, but was so fascinated by the concept of innovation, knowledge and gaming, that he joined and has now been active in the company for quite some time. "You can earn a few bucks, but it is mainly about fun. This concept is so cool and engaging it’s just absorbing. The number of active users in Holland is currently between 2,000 and 4,000."

For a Primeur exclusive, Roamler went to work with peppers. Roamlers were asked to go to the vegetable department in their local supermarket and photograph the shelves. Subsequently, participants were required to send in their findings. Within fifty minutes after issuing this command, information was collected from twenty supermarkets!

An impression:
What is the country of origin of the red peppers?
% Count
Netherlands 65% 13
Spain 20% 4
Other 15% 3

What do you think of the quality of the red peppers?
% Count
Poor 0% 0
Reasonable 20% 4
Good 80% 16

Does this store sell snack peppers?
% Count
Yes 30% 6
No 70% 14

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