Spot

What Spot does

Spot Promo (SPOT) is a Brazilian commercial execution and merchandising services company founded circa 2004 and headquartered in São Paulo's Itaim Bibi district. The company designs, implements, and operates retail execution ecosystems for consumer goods (CPG/FMCG) manufacturers, serving 70+ clients across more than 20 retail categories including food, beverages, beauty, pharma, electronics, and perishables. SPOT operates nationwide in Brazil through offices in São Paulo (three locations), Campinas, and Rio de Janeiro, and has international operations in Mexico and the United States.

SPOT's core technology platform is the S3 (Sales Solution System) ecosystem, which combines a mobile application, computer vision-based image recognition (with stated accuracy exceeding 91% for presence detection, planogram compliance, and price verification), AI virtual assistants (Léo and Sabiá) for promoter training and support, intelligent routing optimization, and real-time BI dashboards. Complementary modules include the Loja Perfeita (Perfect Store) audit program with 80+ customizable modules and the RetailMAPPING clustering tool for go-to-market prioritization. Underpinning the technology layer are six service lines: Promotor & Merchandising, Promoções & Ativações, Estratégia & Inteligência de Execução, Tecnologia & Auditoria no Ponto de Venda, Treinamento & Engajamento, and Execução Comercial.

The business operates primarily as an enterprise B2B services provider with custom-quoted, multi-year contracts; revenue is generated through professional services (promoter outsourcing, seasonal campaigns, consulting, training) supplemented by subscription-like technology and audit components. The company employs 5,001-10,000 people, predominantly field promoters managed through dedicated portals (tools.spotpromo.com.br and sistema.spotpromo.com.br). SPOT is privately held with no disclosed external investors or M&A activity in available sources.

Name

Spot

Legal name

Spot Promo

Website

https://spotpromo.com.br

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Spot Promo is a Brazilian commercial execution and merchandising services company that designs and operates retail execution ecosystems for 70+ CPG/FMCG clients across 20+ categories, combining a specialized field promoter workforce with a proprietary S3 technology platform (image recognition, AI assistants, intelligent routing, BI dashboards).

Ownership category

akta.pro rank

Product category

Retail Execution and Merchandising Services

NAICS

Employment Placement Agencies (561311), Indoor and Outdoor Display Advertising (541850)

SIC

Services-Employment Agencies (7361), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

POI, Local Listings & Business Directory Platforms (BPAMANAD)

Keywords

• Retail merchandising services
• Trade execution outsourcing
• Point-of-sale auditing
• Promotional staffing services
• Consumer goods field execution

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Promotional and Merchandising Services: Outsourcing of specialized promotional teams including promoters, consultants, demonstrators, and seasonal staff for point-of-sale execution. Revenue generated through service contracts with consumer goods companies
2. Technology and Audit Solutions: Technology platform services including S3 ecosystem, image recognition, and real-time BI dashboards. Revenue from software and technology service components integrated into execution projects
3. Strategy and Intelligence Consulting: Go-to-market strategy, retail mapping, time and motion studies, sectorization, and governance process consulting. Advisory services with project-based or retainer engagement models
4. Training and Engagement Programs: Training methodologies, content production, and engagement programs for promoters and industry teams. Content production services and training delivery

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Spot is a Brazilian commercial execution and merchandising services company that designs, implements, and operates outsourced promotional teams and end-to-end retail execution ecosystems for consumer goods companies. Its service mix is anchored by the proprietary S3 technology platform (mobile app, image recognition, AI, and BI dashboards) and supplemented by go-to-market strategy, training and engagement, point-of-sale auditing, and full commercial execution redesign across Brazil, Mexico, and the United States.

Product overview

SPOT operates as a commercial execution and merchandising services company offering an integrated platform of technology products and professional services. The core technology product is the S3 (Sales Solution System) ecosystem, which integrates a mobile application, image recognition, AI, and business intelligence to drive field execution. This platform is supplemented by specialized modules including Léo e o Sabiá (AI virtual assistants for promoter training and management), Loja Perfeita (customizable perfect store audit program with 80+ modules), intelligent routing, and image recognition (91%+ accuracy for planogram and price verification). Complementing the technology offerings are service lines covering Promotor & Merchandising, Promoções & Ativações, Estratégia & Inteligência de Execução, Tecnologia & Auditoria no Ponto de Venda, Treinamento & Engajamento, and Execução Comercial. The company serves 70+ clients across 20+ retail categories with national coverage in Brazil and international operations in Mexico and the United States.

Differentiator

Problem solved

Functional benefit

Brands

• S3 (Sales Solution): Technology ecosystem integrating mobile app, image recognition, AI and BI for execution teams at the point of sale.
• Loja Perfeita
• Léo e o Sabiá
• RetailMAPPING

Products and services

• Promotor & Merchandising Dedicated merchandising teams providing promoters, consultants, instructors, seasonal staff, and demonstrators focused on engagement, operational efficiency, and execution consistency at the retail point of sale.
• Promoções & Ativações Temporary teams for promotional and seasonal campaigns including promoters, consultants, and demonstrators deployed for brand activations and seasonal retail pushes.
• Estratégia & Inteligência de Execução Go-to-market execution strategy, process, and governance definition that drives prioritization, execution traction, and ROI optimization for retail execution operations.
• Tecnologia & Auditoria no Ponto de Venda Real-time visibility, intelligence, and management technology for retail point of sale, including audit solutions and execution monitoring powered by the S3 ecosystem, image recognition, intelligent routing, and BI dashboards.
• Treinamento & Engajamento Methodologies and tools that train, empower, and engage teams, including an in-house content production studio and training center for promoters and industry staff.
• Execução Comercial Complete commercial execution model redesign covering governance (retail-industry-promoter), processes, systems, and people integration for retail execution excellence.
• S3 (Sales Solution System) Integrated technology ecosystem combining a mobile application, image recognition, AI, and business intelligence to direct and drive execution teams at the retail point of sale.

Quantifiable outcome

• Image recognition accuracy exceeding 91%
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature5 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Repsly: Field execution SaaS platform for CPG retail execution with mobile, image capture, BI, and route optimization. Technology-comparable to Spot's S3 ecosystem but positioned as a software vendor rather than full-service agency — a partial-overlap, pure-play tech peer.

Direct peers

• Sales Force: Brazilian outsourced sales and trade marketing agency providing field teams, merchandising, and retail execution for CPG clients. Closest head-to-head Brazilian competitor in shared market, with a similar staffing-led business model.
• IDEA! Marketing Promocional: Mexican field marketing agency providing promotional staffing, activations, and trade marketing services to consumer brands. Closest comparable for Spot's Mexico operations and the cross-border LatAm expansion thesis.
• PromoShop Group: Brazilian/global experiential and retail merchandising agency providing outsourced field teams and trade marketing services to consumer brands. Comparable scope to Spot's Promotor & Merchandising and Promoções & Ativações lines.
• Actionline: Brazilian promotional activation and field marketing agency serving CPG/FMCG clients with trade marketing campaigns, brand activations, and outsourced field teams. Direct Brazilian competitor with comparable service portfolio.
• Grupo Dichter & Neira: Latin America's largest trade marketing and field merchandising agency. Operates across multiple LatAm countries providing outsourced promoters and retail execution services for CPG clients — directly comparable to Spot's staffing-plus-execution model in the same regional market.
• Smollan: Global retail execution, merchandising, and brand activation firm headquartered in South Africa. Provides outsourced field teams and trade marketing services to multinational CPG brands across multiple geographies — directly comparable scope and customer base to Spot.
• Acosta: North American sales and marketing services company specializing in retail execution for CPG manufacturers. Provides outsourced merchandising teams and complementary trade marketing services with a business model closely aligned to Spot's promoter outsourcing offering.

Broad incumbents

• Circana: Large-scale retail insights and consumer intelligence firm formed from the IRI/NPD combination. Tangentially comparable through retail measurement and execution analytics, but operates at significantly broader scope and scale than Spot's execution-focused business.
• Publicis Groupe: Global marketing services conglomerate with retail, commerce, and shopper marketing capabilities through Publicis Commerce and Leo Burnett. Serves the same enterprise CPG clients with broader portfolios, representing the type of incumbent that could enter or expand in Brazilian trade marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spot