New Coverage – Optimizing Your Sales Network Reach
New Coverage is an advanced solution that utilizes Dynamic Segmentation to assist FMCG manufacturers and their sales teams in effectively managing their Route to Market.
This solution allows you to analyze your market coverage and offers intelligent recommendations on directing sales resources. The goal is to maximize results while minimizing operational costs.
How does New Coverage work?
New Coverage leverages Dynamic Segmentation and precise market analysis to deliver valuable recommendations to sales teams. The solution itself fully manages the entire process.
The system evaluates the currently served regions and sales structures
to determine the most effective ways to optimize their utilization.
1. Sales Region Analysis
The system begins by identifying customers already served in each region.
Next, it detects unvisited customers with high sales potential.
Finally, it identifies the best sales representatives to manage these new customers, minimizing the need to reorganize teams.
2. Detailed Customer Analysis for Informed Business Decisions.
Dynamic Segmentation accurately describes each customer by analyzing key indicators, enabling you to make informed business decisions.
Based on Product Sales
Dynamic Segmentation accurately describes each customer by analyzing key indicators, enabling you to make informed business decisions.
Share of Manufacturer’s Products vs. Competitors
The system also analyzes the proportion of sales in a given store represented by the manufacturer’s products compared to competing brands. This information is crucial for assessing customer potential.
High Customer Potential
A high share of competitor’s products indicates a significant potential for growth through sales and promotional activities, which may encourage the store to invest more in the manufacturer’s offerings.
Low Customer Potential
A low share of competitor’s products alongside a high share of the manufacturer’s products suggests that the customer is already maximizing sales, meaning that further actions may have a limited impact on growth.
3. Identification of Customers with High Growth Potential
The market analysis has revealed customers with high growth potential. For these customers, the system recommends the following actions:
- Initiating regular visits by a sales representative to build relationships and introduce the manufacturer’s products to the store.
- Planning promotional activities and providing merchandising support to enhance the likelihood of successful sales.
- Monitoring sales performance after the product introduction to optimize the operational strategy.
4. Flexible Service Adjustments for Lower-Priority Customers
For customers with lower potential who are recommended for reduced visits, New Coverage can offer alternative interaction methods, such as:
Reducing Visit Frequency
Reducing physical visits allows to allocate resources more effectively to new, higher-potential customers.
Transitioning to Virtual Services (Digital Collaboration)
Instead of regular visits from a sales representative, interactions can be conducted through:
- Video calls
- A digital collaboration platform that enables stores to manage tasks online independently
- Automation of ordering and communication processes
Delegating Service to Partners
Instead of regular visits from a sales representative, interactions can be conducted through:
- Merchandisers who manage product displays
- Wholesaler employees collaborate with the manufacturer and serve as advisors and sales coordinators.
New Coverage Process Overview
Country in which we implemented the Data Sharing Solution
Analysis and Recommendations
The regional sales manager logs into the New Coverage application and reviews recommendations for their region. The system highlights:
- Customers who should be included in visits based on their potential.
- Customers who can be removed from the visit list due to low potential.
- The best sales representatives available to take on new customers.
- Customers for whom a change in interaction is suggested.
Decision Review
The sales manager analyzes the recommendations and, if uncertain, may request a field verification.
Store Visit
The designated sales representative or merchandiser visits the point of sale and performs the following tasks:
- Shelf Analysis: Checks for the presence of both own and competitor products
- Interview with Store Manager: Assesses readiness for expanded cooperation.
- Photos and Reports: Documents store conditions and add data to the application.
Final Decision
After the visit, the report is sent to the regional sales manager. Based on the provided data, the manager can:
- Accept the addition of the customer to service: The store is included in regular sales visits.
- Reject the recommendation: The customer remains outside the active sales network.
- Suggest a change in the mode of interaction: The customer may transition to online service or a reduced frequency of visits.
Who is New Coverage for?
Sales managers
Seeking to optimize resources and increase team effectiveness.
Regional managers
Looking for an intelligent approach to organizing representative routes.
Trade marketers
Who want to tailor promotional activities to their most valuable customers.
Get in touch
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