Data in
Distributor data
Invoices and outlet sales
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Case study · Cpg & Retail
Distributor beat planning for a regional FMCG brand
Client
A regional FMCG brand selling through 40 distributors in South India
Industry
CPG & Retail
Solution families
Data and Decision Intelligence · Application and Experience Engineering
Time to proof
5 weeks
Executive summary
Sales reps followed fixed beats built years ago, and secondary sales sat unseen in distributor systems. Beat plans built from distributor data now send reps to the outlets that matter, with one view of sell-through across all distributors.
Key outcomes
22%
More outlets covered with the same team
15%
Increase in sales per rep visit
1 view
Of secondary sales across all distributors
Solution and architecture
What we composed.
Distributor invoices and outlet sales are collected and standardised into one data set. A beat optimiser plans daily visits by outlet potential and travel time, reps receive beats and outlet briefs in a mobile app, and a sales dashboard shows coverage and sell-through by outlet.
Intelligence
Beat optimiser
Visits planned by potential and route
Workflow
Rep app
Daily beats and outlet briefs
Systems of record
Sales dashboard
Coverage and sell-through by outlet
Solutions Intelligence, applied.
Level 1
Sense
Mapped beats, outlets and where secondary sales data lived.
Level 2
Reason
Agreed how outlet potential is measured and who approves beats.
Level 3
Compose
Designed data collection, the optimiser and the rep app together.
Level 4
Prove
Piloted in two territories against agreed coverage targets.
Level 5
Evolve
Extended to all distributors and added stock signals.
Technology
Route optimisationPythonData platformMobile appDashboardsDistributor connectors