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Shams Vision
Shams Vision is a field operations platform built for FMCG brands and retail auditors. It connects brand managers, QC teams, and field merchandisers into a single auditable workflow — from store visit to approved export.
Details
Lead Product Designer
UX Design
Product Design
Industry:
FMCG / Retail Audit
B2B SaaS
2025 To 2026
Overview
Shams Vision is an end-to-end field intelligence platform built for the FMCG and retail audit industry. It digitises the entire merchandising lifecycle — from store visit planning and on-ground image capture, to AI-assisted quality review, penalty enforcement, and executive reporting.
The platform operates across two layers. The mobile app is used by field merchandisers to capture shelf images, complete checklists, and log visits in real time. The web admin panel is used by brand managers, QC supervisors, and operations leads to review, approve, penalise, and report on everything the field generates.
Together, they replace a fragmented chain of WhatsApp messages, spreadsheets, and verbal updates with a single traceable, exportable, and accountable system — built for Pakistan and the GCC retail market, fully bilingual in English and Arabic.
Key Features
Real-time visit tracking logs every store visit with a timestamp, GPS location, and the merchandiser's identity. Planned versus completed visits are tracked automatically, compliance rates compute without manual input, and late or missed visits are flagged the moment they occur.
AI-assisted image quality control puts every field photo through a structured review queue. QC reviewers approve or reject images using a controlled reason taxonomy — blurry, wrong product, wrong angle, unreadable label. Every decision is timestamped, attributed to a reviewer, and feeds directly into the merchandiser's approval rate score.
The FMCG competitive intelligence dashboard gives brand managers a five-tab analytics view of their numeric distribution versus the top three competitors, broken down by city, channel, and category. SKU out-of-stock incidents, price index comparisons, and availability trends are all visible in one place without opening a spreadsheet.
Structured penalty enforcement means violations are no longer resolved with a verbal warning. Every penalty is logged with a severity level, violation type, store, merchandiser, and monetary value. Waivers go through a structured approval flow, and every penalty carries a status — Applied, Pending, or Waived — with a full history trail that eliminates disputes.
The automated reporting engine covers six standard report types plus a custom three-step builder. Any report can be exported as XLSX, CSV, or PDF, or scheduled for automatic delivery to stakeholder inboxes on a daily, weekly, or monthly cadence. An export history log provides a full audit of every data transfer.
Outlet and counter management serves as the master store registry. Each outlet carries a channel tag, distributor link, region, city, active status, and a complete visit and image history. Deactivation and reactivation go through a confirmation workflow so no store is accidentally removed from an active route.
Mission
Shams Vision exists to give every brand manager the visibility they need to win on the shelf — in real time, not next Monday. The platform was built on a single conviction: field data should not have to travel through a chain of phone calls and Excel sheets before someone with decision-making power can see it.
The design mission behind the product was equally focused: make complex operational data so clear and so fast to act on that a brand manager never has to chase a field agent for a status update again. Every design decision — from the consistent 3-layer report layout to the status badge system to the automated scheduling — serves that one goal.
Impact
Before Shams Vision, visit reports arrived as WhatsApp photos. Compliance was calculated manually in Excel at the end of the week. Image review meant a manager scrolling through a chat album. Penalties were verbal warnings with no paper trail. Competitor data came from what a merchandiser remembered to say on a call. And every Monday morning, someone spent an hour building the weekly report from scratch.
After Shams Vision, every visit is timestamped and geotagged the moment it happens. Compliance rates are computed live. Image review happens through a structured queue with one-click decisions. Every penalty has a severity, a monetary value, and an audit trail. Brand managers see their shelf position versus competitors on a dashboard. And the Monday report delivers itself to the right inbox before 9 AM.
The platform also changed what each role in the chain actually experiences. Brand managers moved from reactive to proactive — they no longer wait for data, they act on it. QC supervisors replaced informal image review with a system that tracks their decisions and measures merchandiser quality over time. Field merchandisers gained clarity on what is expected of them each day and can see their own performance score.
The deeper impact is organisational. When field data becomes traceable, accountable, and fast, the entire relationship between a brand and its distribution network changes. Disputes shrink because everything is on record. Performance conversations become data-driven. And the gap between what happens on the shelf and what leadership knows about it collapses from days to minutes.
