RAFFField solutions · Merchandisingع
Merchandising · FMCG · Saudi Arabia

We build digital tools
from inside the aisle, not outside it.

RAFF is built on 14+ years of actual field operations experience in merchandising and FMCG, and builds its own tools. We do not read about the field from a distance, and we do not wait on a vendor to interpret the requirement — we know the operation and we ship it.

Start an operations conversationSee the field solutions
14+
Years of field experience
4
Operational tracks
AR/EN
Bilingual interfaces
InventoryExpiryFIFOHandoverShelf executionCoverageWorkforceInventoryExpiryFIFOHandoverShelf executionCoverageWorkforce
The gap

Between the person writing code and the person standing at the shelf

Most tools built for field operations fail for one reason: whoever designed them never stood in front of a shelf at month end holding an expiry list with fifteen minutes before the store closes.

Developer without the field

Builds what makes sense on paper

  • Assumes clean data entry and stable in-store connectivity
  • Designs screens that take five steps to log one item
  • Doesn't know how execution differs across hyper, super and grocery
  • Measures success in features, not in the field rep's time
Supervisor without the tools

Knows the problem, can't build the fix

  • Runs dozens of sites over WhatsApp and scattered spreadsheets
  • Discovers waste after it happens, never before
  • Rebuilds the same report by hand every month
  • Explains the need to a vendor who ships something else six months later

This is where RAFF sits

We start from the operational problem as it actually occurs in the aisle and translate it straight into a working tool — with no intermediary interpreting the requirement, and no requirements cycle that burns a quarter.

  • We write the requirement knowing how it plays out on the ground
  • We design for a user who is standing, rushed, and using one hand
  • We build the first version and test it in the field before scaling
  • We measure impact operationally: less waste, higher coverage, less time
Field solutions

Organized by operational problem, not by technology

These are examples of our work, not products off a shelf: each was built for one company's process. What is shown is the problem as it happens, what changed, and the result on the ground — and something like it gets built around your operation.

OPS-01Inventory & expiryDelivered project

Field stock count and expiry tracking

Problem

The same item sits in four places inside one store, so the number changes with who counted and where. Expiry gets written on paper or not at all, and waste shows up after the return window has closed.

Solution

The rep marks where they are in the store, scans the item, and records quantity and expiry. It works in the warehouse with no signal, and produces a finished count report before the rep leaves the store.

Outcome

One agreed number per store, and expiry known before it turns into waste.

4
Counting locations per store
One number
Agreed per store
Immediate
Report before leaving
Core capabilities
  • Counts kept apart: main shelf, checkout, off-shelf, warehouse
  • Expiry captured with each item as it is counted
  • Works in the warehouse with no signal
  • Count report finished in store
Built and in field use
Delivery
From process analysis to operation — in house
Scope
Field merchandising operations — FMCG, Saudi Arabia
Status
In operational use
Interface previewField stock count and expiry tracking — Interface preview
OPS-02Shelf spaceDelivered project

Shelf space and display share audit

Problem

Shelf share is estimated by eye and passed on verbally. Worse: a partial survey arrives looking complete, so decisions get built on missing numbers.

Solution

The rep walks the store category by category with a visible counter, recording share on each shelf and fridge. The app blocks the wrong answer itself, and will not close the visit until every category is done.

Outcome

A clear picture of shelf share per branch instead of a verbal estimate, and no visit that arrives half-finished.

26
Categories per visit
Won't close
Until every category is done
Clear
Shelf share per branch
Core capabilities
  • A guided visit, category by category, with completion state
  • The app blocks wrong entries and records why
  • Store fridge kept separate from company fridge
  • Secondary display recorded only where one exists
Built and in field use
Delivery
From process analysis to operation — in house
Scope
Major retail chains — food and beverage
Status
In operational use
Interface previewShelf space and display share audit — Interface preview
OPS-03PromotionsDelivered project

In-store promotional activity tracking

Problem

Activities are approved centrally and executed differently branch to branch. Proof arrives as loose photos on WhatsApp with no branch or date, and the report is assembled by hand once the campaign is over.

Solution

Per branch: which activity went up, at what size from a fixed list, and photo proof tied to branch, rep and date.

Outcome

Campaign coverage becomes a number during the campaign, not after it, and display size is documented instead of described differently by every rep.

8
Standard display sizes
Photo
Proof per installation
During
Coverage read mid-campaign
Core capabilities
  • A fixed size list that rules out free description
  • Photo proof tied to branch, rep and date
  • An accumulating activity record per branch
  • Arabic and English interface
Built and in field use
Delivery
From process analysis to operation — in house
Scope
In-store promotions across retail chains — FMCG
Status
In operational use
Interface previewIn-store promotional activity tracking — Interface preview
OPS-04Workforce

CV screening for field hiring

Problem

Every field hiring round means hundreds of CVs. Manual screening eats days, and drops a suitable candidate purely because they worded their experience differently.

Solution

Screening that reads real field experience — store types, regions, categories, driving licence — and ranks candidates by fit for the role.

Outcome

Initial screening drops from days to hours, and what comes out is a ranked, interview-ready list.

Hours
Instead of days to screen
Ranked
Interview-ready list
AR/EN
Bilingual CV reading
Core capabilities
  • Reads field experience across mixed file formats
  • Ranks by fit for the field role
  • Catches duplicates across batches
  • A shortlist ready for interviews

Screens captured from the systems in use. Client, branch, staff and product names are obscured, and there are no links to live production instances.

Contact

Have a field operation that keeps breaking?

If you have a recurring operational problem in merchandising — stock counts, expiry, shelf space, or activity execution — start by describing it as it actually happens. We build from there.

  • An initial discussion of the operational problem
  • A solution outline before any commitment
  • Incremental build, starting with a single branch

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