EasyPicky & Pitcher team up for shelf data workflow

EasyPicky and Pitcher have partnered to integrate shelf-monitoring data into sales workflows for consumer goods companies. Mondelēz International is among the manufacturers already using both platforms.

The partnership combines EasyPicky's in-store video analysis with Pitcher's sales software, allowing field teams to view shelf conditions and receive guidance during store visits. The system is designed to highlight issues such as product availability, out-of-stocks, merchandising compliance and display placement through smartphone-captured footage, including in locations with poor connectivity.

For consumer packaged goods companies, the arrangement addresses a longstanding retail execution challenge: collecting store-level information is one thing, but turning it into practical action for sales representatives is another. By feeding shelf observations directly into visit planning and sales prompts, the partners aim to connect in-store conditions with decisions made by commercial teams.

Mondelēz, which owns brands including Oreo and Cadbury, was cited as an existing user of both companies' tools. The snack maker gives the partnership a reference customer with a large international retail footprint.

"The strategic alignment of Pitcher and EasyPicky represents a powerful convergence of two critical capabilities: meaningful sales representative engagement with store managers and the precise execution and validation of in-store display standards for merchandising teams. Together, this integration bridges the gap between sales and shelf-level compliance, delivering end-to-end visibility across the retail execution lifecycle," said Rensilin Pathrose, Senior Director of Digital Experience, Digital Business Transformation & Digital Commerce, Mondelēz International.

The integration means data gathered during store visits appears in the same Pitcher interface used for customer relationship management information, sales content and recommended actions. That matters for field organisations because visits are often time-constrained, and companies want staff working from a single mobile system rather than switching between multiple applications.

Field focus

Both companies are targeting manufacturers with large field sales and merchandising operations. In those businesses, frontline teams are expected to check product availability, confirm displays meet agreed standards and ensure promotional placements align with commercial plans.

EasyPicky, founded in France, specialises in capturing store data through short shelf videos taken on mobile devices. That information can then be turned into key performance indicators and recommended actions for field staff, while managers receive a broader view of execution trends.

Pitcher, based in Denver, sells software that helps commercial teams prepare for meetings, manage content and organise follow-up tasks. In the partnership, its role is to embed shelf data into the daily workflow of sales representatives so issues identified in stores can shape what they do next.

The combined offering is intended to work offline as well as online, reflecting conditions in supermarkets, pharmacies, beauty outlets and other retail settings where mobile coverage can be inconsistent. That is significant for businesses that rely on field representatives visiting multiple stores a day across urban and rural routes.

Expansion plans

For EasyPicky, the agreement also marks a step in its international growth strategy. It is expanding in North America while building its presence in the United Kingdom and continental Europe.

For Pitcher, the partnership strengthens its position in the consumer packaged goods market, where manufacturers are under pressure to improve visibility into what happens in stores and react quickly when products are missing from shelves or displays do not match agreed plans.

"We are thrilled to partner with EasyPicky as we strengthen our presence in the CPG sector. Their AI-powered image recognition technology gives sales teams an instant and concrete view of shelf reality. Combined with Pitcher's AI-native sales enablement platform, it allows us to connect strategy and execution like never before. Together, we are empowering CPG brands to win at the shelf," said Brigid Ling, Chief Marketing Officer, Pitcher.

The broader market opportunity lies in helping manufacturers narrow the gap between head office plans and in-store execution. Brands may negotiate promotions and placements centrally, but actual compliance often depends on what happens in individual outlets, making timely data valuable to both sales and merchandising teams.

EasyPicky's founders framed the partnership in those operational terms. "Retail manufacturers today need instant visibility into field operations, but above all, they need the ability to turn that data into concrete actions for their sales teams. By combining our technologies with Pitcher, we are creating a continuum between field observation, analysis, and commercial execution," said Marine Bibal and Renaud Pacull, Co-Founders, EasyPicky.