Our client is an F&B retail distributor in the United States with exclusive partnerships with many brands. Sales representatives sourced data by conducting regular audits of retail outlets and filling out comprehensive surveys containing questions around product availability, placement & prominence, promo compliance etc.
The goal was to optimize the effort and focus on those activities at the retail outlet that had the maximum impact on sales (measured in comparison with past, or cross-sectional metrics like BDI (brand development index)
Key activities that contribute to ~2-3% incremental sales identified (on a base on a multi-billion total sales)
Key difference in activities identified by Product x Channel x Geography to enable differential execution of the product portfolio by the sales force
Enabled the distributor engage in a dialogue with the brands around the most important sales force activities to improve effectiveness through sharper focus on those vs broad based audit