Historically, Sales Representatives were collecting sales data manually from every trade outlet. Sales data includes product representation, adherence to planogram standards and multiple internal KPIs. Due to large scale of manual work, data could come imprecise. The analysis of data usually took long time.
Project objectives: Increase the quality and speed of sales data collection from large number of outlets. Digitalize the process of data analysis to make agile and insightful decisions.
In 2017, we started testing various digital tools to simplify sales data collection and increase its quality.
In 2018, we developed our software prototype and initiated its testing on 100 sales outlets in Almaty. Additionally, we adapted this software to collect data for four Mars product categories: Chocolate, Gum Fruity Confections, and Pet Nutrition. Test proved to be successful.
In 2019, we rolled out software for all trade outlets in Kazakhstan and Uzbekistan.
Project team – 7 Mars Associates
Users – 2 000 people: Mars and Distributor Sales Teams
As a result, we have a mobile application developed specifically for our sales team. Sales representatives take photos of shelves in trade outlets. The program examines images, recognizes Mars products and produce data analysis for product representation, planogram accuracy and Perfect Store Program KPIs.
Quality of products recognition is 90-95%.
Time to fill in sales scorecards (previously done manually) decreased four times.
Most important is that we have an easy access to quality data that enables us to make quick and agile business decisions.
In 2020, we continue geographic expansion of the project with launches in Belarus, Georgia and Armenia.
Moreover, this project proved to be very effective during quarantine, as it allowed to conduct virtual store-checks.
Overall, since the first launch of the program, we have been continuously improving it. For example, we have increased volumes of collected information by five times without impacting time of data collection.
The benefits of unleashing the digital are broad. We are positive that continuous exploration and implementation of digital solutions will unlock unlimited opportunities for the business. Those will create mutual value for Mars, partners and consumers.Related Topics