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Sales Force & Merchandiser
Enablement Through Mobility
Introduction
John Bastock
• Former Director of Sales Operations at PepsiAmericas
• 10 years in the Field - Finance / Mfg /...
Background
• Merchandisers are hourly EE’s who manage inventory in store
– Stock shelves
– Build Displays
– Manage backroo...
Agenda
• Current State / Issues
• Strategy
• Future State / Solution
• Benefits
Current State / Issues
• Labor & Ops Cost Increases
• Productivity Decreases
– Increased # of SKU’s and points
of distribu...
Challenges Faced
• Static / Manual Scheduling
– Stores assigned by geography
– Stores assigned by account type and volume
...
Challenges Faced
• Clock in / Out
– Honor system for majority of field-based
merchandisers
– Clock-in at depot adds commut...
Making the Case
• Generate the idea – Sell into senior
management
• Get executive sponsorship for capital &
resources
• Pa...
Key requirements for automation:
• Schedule people based on in-store service requirements (i.e. ad
schedule changes & day ...
Solution
Effective route
plans & resource
coverage
Out-of-the-box
surveys & forms
Improved
compliance &
field execution
Track visit...
Spring Wireless mSeries™
Solution Features
Master Data
Management
Planning Execution Tracking Intelligence
Centralized
Mob...
Master Data Management
Central data source for all mobile apps
Org.
Structure
Plan-o-
grams
Visits &
Surveys
Customer
& Pr...
Planning
Plan Field Execution
• Routes built based on target
service time
• Visit schedules based on
calendar recurrence, ...
Execution
Productivity & Intelligence in the Field
• Out-of-the-box surveys + forms:
 Out-of-stocks
 Shelf space
 Price...
Tracking
Track Activities, Location & Results
• Track field execution to
improve planning and assure
visit quality
• Real-...
• Built-in business intelligence:
− Dashboard: field results at a glance
− Reports: out-of-box business info
− Analytics: ...
• Productivity gains 4-6% + labor reduction
• Reduce overtime by 10-20%
• Eliminate under-utilized time
• New reporting me...
Appendix
Sales Force & Merchandiser Enablement Through Mobility
Sales Force & Merchandiser Enablement Through Mobility
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Sales Force & Merchandiser Enablement Through Mobility

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Transcript of "Sales Force & Merchandiser Enablement Through Mobility"

  1. 1. Sales Force & Merchandiser Enablement Through Mobility
  2. 2. Introduction John Bastock • Former Director of Sales Operations at PepsiAmericas • 10 years in the Field - Finance / Mfg / Sales (Retail & OP) • 10 years at corporate working on cost reduction & productivity improvement initiatives: – Presell conversion – Channelized sales structure – Demand planning / Centralize dispatch / Voice-pick in warehouse – Merchandising – KPI development / reporting
  3. 3. Background • Merchandisers are hourly EE’s who manage inventory in store – Stock shelves – Build Displays – Manage backroom • DSD system • Sales in 13 states • Thousands of merchandisers • Paper-based process • 3 Person system (salesman / driver / merchandiser)
  4. 4. Agenda • Current State / Issues • Strategy • Future State / Solution • Benefits
  5. 5. Current State / Issues • Labor & Ops Cost Increases • Productivity Decreases – Increased # of SKU’s and points of distribution in store – Shift of volume to supercenters – Store demands for service – Lack of permanent displays – Static / manual scheduling Hourly manufacturing labor rate trend comparison (U.S. dollars for manufacturing workers 1975-2006) Source: U.S. Dept. of Labor, VentureOutsource.com, February 2008
  6. 6. Challenges Faced • Static / Manual Scheduling – Stores assigned by geography – Stores assigned by account type and volume – Routes generally don’t vary to keep consistency in stores – No historical information available for future schedules – Peaks and Valleys due to Ads • Workload Balancing – Overtime – Under-utilization of labor
  7. 7. Challenges Faced • Clock in / Out – Honor system for majority of field-based merchandisers – Clock-in at depot adds commuting hours – Lack of management to validate accuracy – Administrative time to do weekly payroll – Was the merchandiser actually in the store and if so, how long? • Mileage Re-imbursement – Audit system? – In most cases pay what’s submitted
  8. 8. Making the Case • Generate the idea – Sell into senior management • Get executive sponsorship for capital & resources • Partner with IT, HR , PMO, Field Sales • Vendor selection • Configure & integrate solution Entire process took > 1 year Process Technology People Focus on People, Process & Technology
  9. 9. Key requirements for automation: • Schedule people based on in-store service requirements (i.e. ad schedule changes & day of week) • Full accountability for paid time & mileage reimbursement o Remove “Honor System” and feed info to backend systems • Provide merchandisers with “task list” at each account • Simplify schedule changes with real-time re-assignments • Increase historic knowledge of service time & understand cost to serve • Better KPI reporting capabilities • Solution that can grow/adapt to changing business needs Strategy – What is needed?
  10. 10. Solution
  11. 11. Effective route plans & resource coverage Out-of-the-box surveys & forms Improved compliance & field execution Track visits & deploy actions in real-time Full access to customers & planograms On-line analysis of patterns & market insights Promotions- based activity management Spring Wireless Merchandising Solution to Address Entire Cycle
  12. 12. Spring Wireless mSeries™ Solution Features Master Data Management Planning Execution Tracking Intelligence Centralized Mobile Data Source Resource & Activity Planning Productivity & Intelligence Real-time Tracking Analyze & Respond
  13. 13. Master Data Management Central data source for all mobile apps Org. Structure Plan-o- grams Visits & Surveys Customer & Product Data Employee • Off-line access to key business info • History of visits & activities • Data dynamically synchronized & updated • Integration engine allows constant and consistent master data updates
  14. 14. Planning Plan Field Execution • Routes built based on target service time • Visit schedules based on calendar recurrence, marketing cycles & ad types • Dynamic assignment of activities based on visit type • Flexible route views (list or agenda-style, visit type, status) • Real-time assignments & route adjustments
  15. 15. Execution Productivity & Intelligence in the Field • Out-of-the-box surveys + forms:  Out-of-stocks  Shelf space  Price survey  Competitor actions • Consistent field execution • Agile response to market demands & competitive actions • Improve customer knowledge and satisfaction
  16. 16. Tracking Track Activities, Location & Results • Track field execution to improve planning and assure visit quality • Real-time info of field execution & business results • Location tracking • Breadcrumb trails of routes • Reports & alerts for speeding violations, total mileage, number of stops, time per stops etc. 001 015 006 User: Chris Grimes Worked time: 4:20 hours Shift time: 8 hours Event: Break Reason: Lunch
  17. 17. • Built-in business intelligence: − Dashboard: field results at a glance − Reports: out-of-box business info − Analytics: get tailored info through ad-hoc analysis • Prebuilt KPIs: working days, visit coverage, out of stock issues, executed surveys, … Intelligence Measure, Analyze & Improve Field Process
  18. 18. • Productivity gains 4-6% + labor reduction • Reduce overtime by 10-20% • Eliminate under-utilized time • New reporting metrics • Reduce Out of Stocks • Consistent processes = Consistent service Expected Results
  19. 19. Appendix
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