Why FMCG Brands Want Their Share of Retail Data — and How to Give It to Them

The Data Brands Cannot Buy

Promotions are an exchange: information for incentive. Retailers have historically controlled that exchange, charging FMCG brands for access to shopper buying habits. That model works with a single large chain. It breaks down in fragmented channels — independent convenience stores supplied by wholesalers who guard their dealerships. And because growth comes mainly from reaching more buyers rather than selling more to existing ones, knowing where a product sells matters as much as knowing who bought it.

Capturing SKU and Store in One Transaction

Ogloba puts the capture at the counter. An EFTPOS terminal with a scanner on its RS232 port reads the SKU and the promotional card's magnetic stripe, then sends both to the platform. Through a web interface, brands set which SKUs qualify, for how long, and how many points each earns. The platform filters the qualifying SKU, calculates points, and returns points earned, points balance and money balance to the POS for printing on the receipt. Points convert to value under brand-defined rules, and the card is then spent at accepting locations such as fuel stations.

Anti-fraud logic blocks repeat scans of product never sold, terminal management authorises which devices may connect, and real-time inventory drives replenishment. What the brand gains is first-party visibility into stores it previously could not see.

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