Technology In Sales
In Brick & Mortar Business
June 2014
Presentation by Arup Ray, Glaxo at
Great Indian Marketing Weekend...
India..An Emerging Market, is dominated by Unorganized
Brick & Mortar Stores, unlike the Matured Ones….
… and is highly fr...
Since early 2000’s, the CPG companies started to adopt
Technology to build ‘Process’ Efficiencies in Sales
 Access to Per...
With rapid evolution in technology in the last decade, the
focus has shifted from ‘Process’ to ‘Performance’ …
Companies t...
IN-STORE: Growing Assortment and Order Value
Hand Held Device is becoming the intelligent
interface with Field Sales Reps,...
IN-STORE : Growing Assortment and Order Value
Focus Outlets
highlighted
Must sell SKUs
highlighted
Warning Message
in case...
IN-MARKET: Field Force Productivity Enhancements
Leveraging ‘Time-Stamping’ Technology to provide Executive
Dashboards on ...
Some challenges faced by CPG companies in realizing these
benefits…
1. The Helicopter View : “Every thing looks
the same”…...
3 Key Success Factors which decide the fate of Technology
Investments…
Right
Data
Right
Modeling
Capability
Right
Transfor...
Technology In Sales
In Brick & Mortar Business
Questions
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Technology in sales in brick and mortar business - workshop by Arup of Glaxo at #GIMW

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Arup Ray, Head Sales Strategy and Distribution at Glaxo conducted a workshop for entrepreneurs at Great Indian Marketing Weekend. Here are the reference slides. #GIMW

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Technology in sales in brick and mortar business - workshop by Arup of Glaxo at #GIMW

  1. 1. Technology In Sales In Brick & Mortar Business June 2014 Presentation by Arup Ray, Glaxo at Great Indian Marketing Weekend www.gimw.in
  2. 2. India..An Emerging Market, is dominated by Unorganized Brick & Mortar Stores, unlike the Matured Ones…. … and is highly fragmented Unorganized retail forms a large percent of total retail ... Source: BAIN Analysis, 2012 Modern Trade Penetration Rate : 2012 SOURCE: Technopak Analysis; Euromonitor
  3. 3. Since early 2000’s, the CPG companies started to adopt Technology to build ‘Process’ Efficiencies in Sales  Access to Personal Computers  Advent of Internet  Telecom Uprising  Process Acceleration  Process Simplification – Same process in lesser time – Reducing Process Steps
  4. 4. With rapid evolution in technology in the last decade, the focus has shifted from ‘Process’ to ‘Performance’ … Companies that inject big data and analytics into their operations outperform their peers by 5% in Top-line and 6% in Bottom-line - McKinsey & MIT Research, 2012* Source: “Applying advanced analytics in consumer companies”, McKinsey Retailing Productivity Enhancement Optimizing Investment of Resources Leveraging Digital Merchandising 1 2 3 3 KEY DRIVERS  IN-STORE: Growing Assortment and Order Value  IN-MARKET : Field Force Productivity  Consumer and Trade Spends  Field Force Market Coverage  Visibility Effectiveness
  5. 5. IN-STORE: Growing Assortment and Order Value Hand Held Device is becoming the intelligent interface with Field Sales Reps, guiding them with suggested product assortment at every outlet and tracking action  Suggested Order Quantity Cross Sell Lines  Out-of-Stock Lines  Ageing Lines RECOMMENDATIONS PREDICTIVE ANALYTICS HISTORIC DATA
  6. 6. IN-STORE : Growing Assortment and Order Value Focus Outlets highlighted Must sell SKUs highlighted Warning Message in case of non billing Sales rep needs to revisit focus SKU billing before closing sales call 1 2 3 4 5 14 10 5 2-3% Incrementa l Topline
  7. 7. IN-MARKET: Field Force Productivity Enhancements Leveraging ‘Time-Stamping’ Technology to provide Executive Dashboards on Field Force Daily performance … leading to on-time Action 1-2% Incrementa l Topline OUTPUT  Time in Market  Selling Time  Route Compliance
  8. 8. Some challenges faced by CPG companies in realizing these benefits… 1. The Helicopter View : “Every thing looks the same”… Senior Management might overlook specific application benefits 2. Getting Organizational Priorities Right: Prioritize areas for Technology Investments for accelerating business value 3. Talent Crunch: Team that is knowledgeable in all 3 areas - – Business Process – IT – Modelling/Analytics
  9. 9. 3 Key Success Factors which decide the fate of Technology Investments… Right Data Right Modeling Capability Right Transformational Program
  10. 10. Technology In Sales In Brick & Mortar Business Questions

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