Template

Template: brand and merchandising agency service brief

A shared definition of the stores, work, evidence and escalation rules a partner must deliver.

ForBrand managerAgency director2 min readReviewed October 26, 2026

Free to use and adapt. No sign-up needed.

Commercial purpose

Brand / program: ______ Campaign window: ______ Program owner: ______

Primary business objective: ______________________________________

Scope and quality

ElementAgreement
Eligible store universeVersioned list and exclusions
Service frequencyBy segment and campaign, with rescheduling policy
Required workVisit types, tasks, surveys and authorized interventions
Acceptable evidenceRequired record, quality standard and retailer restrictions
Definition of completed visitExplicit conditions, not just check-in
Definition of resolved issueVerified correction or authorized exception
Reporting deadlineAgreed period and completeness rules
Data access and privacyRole-based, lawful, minimized and retained appropriately

Exception ownership

Issue typeOwnerResponse expectationVerification method
Stock not delivered
Store access refused
Promotion fixture missing
Incorrect shelf price
Data or system issue

Governance

Weekly operations review: ______

Monthly performance review: ______

Approval process for changes in scope: ______

Process to dispute incorrect observations: ______

Learn: Brands and agencies operating together

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Related reading.

Field Team ManagementHow brands and merchandising agencies can execute as one teamSet clear standards, evidence rules and review cadences when store work is delivered through partners.3 min readRetail Execution ExcellenceRetail execution: a practical operating modelTurn field activity into reliable in-store outcomes through a repeatable plan, execute, verify and improve cycle.5 min readRetail Execution ExcellenceThe perfect-store framework: what good looks likeDesign a practical store-health scorecard across availability, assortment, shelf, promotions and service.5 min read
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