FMCG

SFA, SAP, CRM - many systems, lots of data. Time for conclusions and data-based retail optimization plan.

FMCG producers (Fast Moving Consumer Goods) in Poland are still heavily dependent on sales in traditional sector. Crucial role of small and dispersed stores places Poland next to the Latin America countries.

A sales force capable of servicing directly from 30 to 50 thousands point of sales is an expensive and complicated organism. Every chance for optimization brings significant savings.

Below we have listed several business challenges that are specific to FMCG sector.

Sales territories definition and optimization
Do the representatives overlap in their daily operations? Is size of the territories synchronized with sales points density? Are the zones balanced only with regard to POS number, or do they include information about store value/ potential.

Daily route planning and optimization
How to maximize the number of effective visits without having to install surveillance tools (GPS, on-line fleet monitoring). How to plan an optimal visit queue?

Wholesalers' data integration
How to integrate (deduplicate) clients' list from internal sales CRM/ SFA system with invoice registries acquired from wholesalers? How to do that on the delivery point level? Why did I find only half of the POS that I service directly within the distributors' systems? How to divide the new points between my representatives? How to standardize and ameliorate the contact and address data stored in the transactional systems? How many wholesalers does a store use to credit its stock?

Points of Sales (POS) segmentation
How to split the retail points into meaningful groups? How to link them with appropriate trade-marketing and merchandising strategies? How to use external data to approximate the POS sales potential? Can the representatives help in capturing significant description of the POS?

POS geocoding
Where are my delivery points concentrated? Are my representatives located accordingly? Does the penetration of my brands and products vary from region to region? Where are my facilities installed (merchandising materials, stands, displays, refrigerators etc.)? What is the reach of each wholesaler? Which of the location characteristics are the strongest determinants of sales?