EMR-Intel — Proprietary Platform

Your field force, instrumented.

Mobile app, supervisor back-office, BI dashboards. Bundled with every contract. Multilingual EN, CN, BM. Live to your brand HQ.

EMR-Intel is not a product we sell. It is the operating system underneath every Elitez merchandising contract. Your team gets the mobile app; your supervisors get the back-office; your brand HQ gets the dashboards.

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Used live across every Elitez merchandising deployment in Singapore.

Three Pillars

Three pillars. One platform.

The same data, surfaced three ways. Field workers see their next visit. Supervisors see exceptions. Brand HQ sees the KPI roll-up. Nothing is exported, re-keyed, or screenshotted.

Mobile

Mobile app for the field

GPS check-in, journey planning, planogram capture, stock and price check, share-of-shelf, photo upload, eContent SOP reference. EN / CN / BM.

QuickView

QuickView back-office

Supervisor dashboard for routing, attendance, exception handling, and live audit response. Built around the day-shape of a field supervisor, not a corporate analyst.

BI dashboards for brand HQ

Executive summary, weekly call achievement, MSL compliance, share-of-shelf, share-of-display, promo compliance, daily OOS trend, competitor price-check, photo gallery, attendance.

Platform Walkthrough

Step inside the platform.

Use the tabs below to switch between the six surfaces of the EMR-Intel platform — the three brand-facing pillars plus the operational layers underneath every visit.

A merchandiser holding a phone showing the EMR-Intel journey-plan UI

Mobile App

What your merchandiser sees.

The mobile app is the front door of every visit. Your merchandiser logs in, sees their route, walks the store, captures evidence, and closes the visit — all without a back-office handoff. Multilingual support is non-trivial. Singapore-Malaysia field forces are mixed EN, CN, BM; the app ships natively in all three so training does not get lost in translation.

Capabilities

Attendance and GPS check-in at the outlet
Journey planning with route optimisation
Planogram compliance capture with reference photos
Stock check and out-of-stock logging
Price check with competitor capture
Share-of-shelf and share-of-space measurement
Secondary display verification
Promotion compliance with photo evidence
eContent reference — SOPs, brand books, training videos
Feedback workflow back to supervisor
Languages: English, Mandarin Chinese, Bahasa Melayu

EMR-Intel QuickView operations dashboard on a back-office monitor

QuickView Back-Office

What your supervisor sees.

Supervisors do not have time to navigate a BI tool between store visits. QuickView is built for the field-supervisor day — fast attendance review, exception triage, route adjustment, and audit response — on whatever device they have to hand.

Capabilities

Live attendance roster with exception flags
Route adjustment and reassignment
Photo review and exception sign-off
Audit response and corrective-action tracking
Supervisor-to-supervisor handoff for shift coverage
Escalation path to client account manager

EMR-Intel BI dashboard with bar and KPI tiles

BI Dashboards

What your brand HQ sees.

Your dashboard, not ours. The BI layer is configured per contract — KPI definitions, threshold colours, outlet groupings, and channel cuts are all tuned to how your trade-marketing team already reads the business.

Executive Summary

Single-screen read of weekly call achievement, MSL compliance, share-of-shelf, OOS, and promo compliance.

Weekly Call Achievement

Planned versus achieved visits, by route, by merchandiser, by channel.

MSL Compliance

Must-stock-list adherence across outlets, with photo-evidenced exception logging.

Share-of-Shelf / Share-of-Display

Linear shelf measurement against competitor SKUs, with end-cap and secondary-display roll-up.

Promo Compliance

Promotion run-out verification — pricing, signage, end-cap, planogram.

Daily OOS Trend

Out-of-stock by SKU, by outlet, by day. Trend lines flag persistent versus transient gaps.

Competitor Price-Check

Price tracking on adjacent SKUs, captured during the visit.

Photo Gallery

Every visit produces evidence. Searchable by outlet, date, SKU, and exception type.

Attendance & Activity

Field-force time on store, time at outlet, and route compliance.

A merchandiser capturing a shelf photo on the EMR-Intel mobile app for audit evidence

Photo Evidence

Every claim, photographically defended.

A KPI without a photo is an argument. Every shelf observation, planogram check, OOS log, and promo verification is captured with a timestamped, geotagged image and pushed to your dashboard before the merchandiser leaves the aisle. When a brand manager asks why a number moved, the answer is a gallery — not a hand-wave.

Capabilities

Timestamped, geotagged photo capture on every observation
Reference-photo overlay for planogram and POSM verification
Exception photo trail linked to corrective-action workflow
Searchable gallery by outlet, date, SKU, and exception type
Retention policy configured per contract — PDPA-aligned
Audit pull: export full evidence packs per outlet or per campaign

The EMR-Intel mobile app shown in English, Mandarin Chinese, and Bahasa Melayu side-by-side

Multilingual

Three languages on the shelf.

The Singapore-Malaysia field force is mixed-language. A merchandiser walking a pharmacy in Bukit Timah, a supermarket in Tampines, and a beauty counter in Orchard may not share a first language with each other or with the brand team in HQ. EMR-Intel ships natively in English, Mandarin Chinese, and Bahasa Melayu — every screen, every SOP, every training video. Training translates better when the platform speaks the same language as the person walking the aisle.

Capabilities

Full UI translation across EN, CN, BM — no half-translated screens
Per-user language preference, switchable at any time
Multilingual SOP and brand-book references inside the app
Training videos with subtitles in all three languages
Supervisor escalations translated for the receiving party
Field-tested with Singapore-Malaysia mixed-language teams since 2011

Ops Room

The room behind the field force.

EMR-Intel is not just software — it is software backed by a staffed operations room at Elitez HQ. Live attendance, live exceptions, live escalations, watched by trained operators during trading hours. When a merchandiser does not show up, when a route is at risk, when a brand-critical outlet flags an exception — the response starts in the ops room before it reaches your inbox.

Capabilities

Live attendance and exception monitoring during trading hours
First-response triage — replacement deployment, route reassignment
Escalation matrix from operator → supervisor → account manager
Cross-contract bench coordination for emergency cover
Daily morning-brief and end-of-day exception report
Direct line to your trade-marketing lead for brand-critical events

KPI Coverage

What we measure.

Eight default KPIs, captured at outlet level on every visit. Definitions are negotiated per contract — your trade-marketing leads tell us how each metric is computed, and we configure the platform to match.

KPI-01 · MSL

99%

MSL ComplianceMust-stock-list adherence at outlet level, evidenced by photo capture.

KPI-02 · SOS

+12%

Share-of-ShelfLinear shelf-space against direct competitors in the same fixture.

KPI-03 · SOD

×3.4

Share-of-DisplayOff-shelf and secondary-display presence — end-caps, gondolas, dump bins.

KPI-04 · PG

96%

Planogram ComplianceAdherence to the brand planogram, captured against a reference image.

KPI-05 · OOS

<2%

Out-of-StockSKU-level stock gaps logged at visit time, persistent-versus-transient trend.

KPI-06 · PRM

100%

Promo CompliancePricing, signage, and display verification against the campaign brief.

KPI-07 · CA

98%

Call AchievementPlanned versus achieved visits by route and merchandiser.

KPI-08 · CPC

∞

Competitor Price-CheckCaptured prices on adjacent SKUs, by category, by outlet.

Indicative values shown for visual reference. Live KPIs are scoped to each brand engagement.

Macro detail of a merchandiser scanning a product barcode with a phone

In the wild

Every scan, every face-out, every restock — captured, timestamped, and pushed to your dashboard before the merchandiser leaves the aisle.

Hands placing white unbranded cartons onto a shelf with watchmaker care

Multilingual

English. Mandarin Chinese. Bahasa Melayu.

The Singapore-Malaysia field force is mixed-language. Training translates better when the platform speaks the same language as the person walking the aisle. Every screen in the mobile app is available in all three.

Integration

How EMR-Intel meets your stack.

EMR-Intel exports to Power BI, Tableau, and most enterprise BI tools your trade-marketing team already uses. CSV and scheduled email reports are standard. For deeper integration — direct database read access or scheduled SFTP drops — talk to us during scoping; we have done both before with multinational brand HQs.

PDPA stance: Singapore-resident data, role-based access control, audit logging, and ISO 27001 alignment via the Elitez Group certification.

Next step

Walk through the platform.

Thirty minutes with Jack Wang. We will share screen, walk through a live deployment, and answer integration questions.

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