Route-to-Market Optimization for FMCG: AI-driven decision layer for sales leaders. Outlet segmentation, coverage gap analysis, promo planning. +30% promo sales uplift, +20% sales lift per covered customer, +EUR 6.7M additional promo sales LTM. Built into Mobile Touch.
Route-to-Market Optimization
Set the strategy. Win the channel.
Route-to-Market Optimization helps FMCG sales leaders decide where to grow next — by combining AI-driven outlet segmentation, coverage gap analysis, and promo planning into one decision layer. Built into Mobile Touch.
Trusted by the world’s leading FMCG brands
Where will sales grow next quarter — guess, or know?
Sales leaders manage thousands of accounts, dozens of territories, and ever-shifting promo budgets. Without AI-driven prioritization, decisions default to intuition — and growth becomes a coin flip.
Without Route-to-Market Optimization
- ✕Tens of thousands of POS, limited rep capacity — who makes the priority list?
- ✕Coverage gaps cost sales — you can’t fix what you can’t see
- ✕Promo budgets fund every channel — only some pay back
- ✕On-trade is a long tail — most reps visit it like it isn’t
- ✕Sell-out data flows in. Decisions still rely on intuition
- ✕FMCG markets shift quarter to quarter. Annual plans don’t
With Route-to-Market Optimization
- ✓Dynamic Outlets Segmentation ranks every POS by sales potential — AI-driven
- ✓New Coverage maps underserved territories with action priorities
- ✓Promo Planner scores channel ROI before launch
- ✓HoReCa Intelligence scores every on-trade outlet, so reps prioritize the ones that matter
- ✓Promo & Marketing Effectiveness surfaces decisions — humans validate
- ✓Real-time market signals drive real-time prioritization (RGM direction)
Three steps, one closed-loop decision engine
Route-to-Market Optimization closes the loop from market signal to channel action. Every step is fed by Trade Data Hub data — and acts through Mobile Touch.
Step 1
See the market
Pull sell-out data, distributor performance, and market intelligence — every POS, every channel, every territory. Trade Data Hub feeds the picture; you see the whole route to market.
Step 2
Score the targets
AI scores every outlet by sales potential, ranks territories by coverage gap, and surfaces the on-trade outlets that justify rep visits. Explainable scoring, ready for sales-ops review.
Step 3
Plan the action
Turn priorities into a visit plan, a promo plan, and a channel allocation — pushed to Mobile Touch so reps act on the same data sales leaders see. ROI forecast before launch, validation after.
Powered by Trade Data Hub data foundation, delivered through Mobile Touch — every decision based on verified sales data. ISO/IEC 27001:2022 certified.
Why do Sales Directors choose Route-to-Market Optimization over gut-feel and Excel?
You could plan coverage, segmentation, and promotions in Excel + market intuition. Here’s why FMCG manufacturers — from spirits and confectionery to ambient foods — chose AI-driven decision support instead.
New Coverage surfaces white spots in your distribution network. Dynamic Outlets Segmentation ranks every store on potential, fit, and expected uplift. Reps stop guessing which doors to knock. Field time flows to the next sales gain, not the next random visit. HoReCa Intelligence brings the on-trade long tail into the same plan — visible, scored, prioritized.
Excel cannot score tens of thousands of outlets on dozens of variables every week. RMO does. Outlet potential, promo uplift, segment fit, churn risk — calculated, not estimated. Explainable AI shows why a POS scores high, so reps trust the list instead of overriding it. Sales Directors brief the field on data, not on instinct.
Promo Planner simulates outcomes before budget is committed. Promo & Marketing Effectiveness measures ROI after launch, per channel and per SKU. One Foods customer added +€6.7M in Promo Sales over twelve months by sharing promotions with distributors through RMO. Quarter-end no longer asks “did this promo work?” — the dashboard answered last week.
Sales Directors walk into Board reviews with the numbers ready. CFO challenges trade-marketing spend? Show ROI per outlet, per channel, per quarter. Channel Manager pivots to HoReCa? Show the long-tail opportunity scored and sized. Real-time market signals flow into every plan — quarter-to-quarter shifts stop being surprises.
From a flat outlet list to a ranked, scored field plan — Bacardi’s AI scoring approach
Dynamic Outlets Segmentation ingests distributor sell-out, scores every outlet on potential and fit, and pushes a prioritized plan to Mobile Touch — a working pattern proven at Bacardi-Martini Polska across tens of thousands of POS, then refined for FMCG manufacturers across spirits, confectionery, and ambient foods.
Ingest
Sell-out signals from distributors, POS-level granularity, market context — pulled from Trade Data Hub continuously.
Score
Every outlet scored on sales potential, expected promo uplift, segment fit, and churn risk. Explainable AI — each score with rationale.
Cluster
Outlets grouped into actionable segments — high-potential, high-risk, coverage gap, on-trade long tail. Not lists; segments reps can act on.
Activate
Priorities pushed to Mobile Touch — reps see a ranked visit plan, with the ‘why’ attached. Sales-ops sees the same ranking in dashboards.
Refine
Closed loop: actual visits, orders, and uplift feed back into scoring. Models improve with every cycle — not annually, weekly.
+30%
Promo Sales Uplift
AI-targeted outlets vs. baseline
Tens of thousands
POS scored
at Bacardi-scale Polish FMCG
Weekly
Refresh cadence
every sell-out cycle re-ranks
Explainable
AI per outlet
rationale, not a black box
Beyond outlet scoring — Promo Planner and Promo & Marketing Effectiveness
Two production-grade modules that close the promotion loop: Promo Planner simulates outcomes before the budget is committed; Promo & Marketing Effectiveness measures what actually worked after the campaign runs — and feeds the answer into the next plan.
Promo Planner
Before any euro is committed, simulate outcomes. Lift forecast per outlet, per channel, per SKU. ROI threshold checked before the distributor signs the deal — the plan goes out only when the math holds up.
Delivers:
- ✓ Lift forecasts from historical promo data and AI outlet scoring
- ✓ ROI simulation per scenario — price drop, free goods, multi-buy
- ✓ Channel mix optimization across modern trade, HoReCa, and e-commerce
- ✓ Mobile Touch sync — distributors get the plan, reps get the talking points
In production: leading global F&B manufacturer — +€6.7M Promo Sales LTM from sharing the promotion plan with distributors through RMO.
Promo & Marketing Effectiveness
After the campaign runs — measure what actually worked. ROI per outlet, per SKU, per channel. Cannibalization tagged. Insights flow back into the next Promo Planner cycle, not into next year’s review deck.
Measures:
- ✓ Promo ROI per outlet, per SKU, per channel — not aggregated averages
- ✓ Cannibalization analysis — which adjacent products lost share to the promo
- ✓ Lift attribution — true uplift separated from underlying trend
- ✓ Closed-loop feedback into Promo Planner for the next cycle, not next year’s review
In production: spirits manufacturer in the Pernod Ricard family — channel ROI insights driving trade-marketing budget reallocation each quarter.
How Bacardi-Martini Polska built a Next Generation Route-to-Market with AI scoring
In 2022, Bacardi-Martini Polska ran the first AI-driven route-to-market demotest in Polish FMCG. Traditional analytics had a name in the team: “analog analytics” — and it was failing. The demotest replaced a region’s outlet list using AI scoring instead of intuition, and validated a simple, brutal pattern: the high-potential outlets activated on the first visit were selling roughly 10 bottles per period, where the deprioritized ones had been moving 1. Same field force, dramatically more sales. The pilot was rolled out nationwide.
“We decided to use AI algorithms to support decision-making within route-to-market. Really important information slips by when we rely on ‘analog analytics’.”
10×
More bottles per outlet
AI-scored outlets vs deprioritized ones
+26%
High-potential outlets activated
first-visit success at most stores
10,000s
POS in Polish FMCG
scale of AI scoring at Bacardi
2022
First AI R2M case
Polish FMCG market — origins
Every route-to-market decision — covered by one platform
RMO covers six modules — from outlet scoring to post-execution effectiveness — built on Trade Data Hub and activated through Mobile Touch. Pick the modules you need today; add the rest as your route-to-market maturity grows.
Discover & Score
| Dynamic Outlets Segmentation | AI scores every POS on potential, fit, and expected uplift — explainable, refreshed weekly |
| New Coverage | Distribution gap analysis with prioritized expansion targets, channel-aware |
| HoReCa Intelligence | On-trade long tail scoring — pubs, restaurants, hotels, cafes — visit-worthiness ranked |
Plan & Measure
| Promo Planner | Pre-launch ROI simulation per outlet, channel, and SKU — before budget commits |
| Promo & Marketing Effectiveness | Post-execution ROI per outlet, SKU, channel + cannibalization analysis & lift attribution |
| Real-time market signals | Weekly refresh on every sell-out cycle — quarter shifts stop being surprises |
6 modules
end-to-end RMO coverage
3 layers
Trade Intelligence umbrella (TDH + TTS + RMO)
20+ years
FMCG production heritage
Why trust Asseco Platform — the foundation behind Route-to-Market Optimization
Route-to-Market Optimization is built on Asseco Platform — a vendor recognized by leading analysts and trusted by 170+ FMCG manufacturers across enterprise planning, trade execution, and analytics.
9×
POI Best-in-Class
9 POI Best-in-Class distinctions across Data Management, AI/Machine Learning, Coaching & Training, Guided Selling, and more — full Asseco Platform recognition.
POI 2025 Vendor Panorama
Gartner
Representative Vendor
Recognized for world-class solutions with capacity for multi-channel, multi-region deployment across FMCG — the platform foundation behind Route-to-Market Optimization.
Gartner Market Guide for Retail Execution Management in FMCG (2025, G00768127)
ISO/IEC
27001:2022
Information security management certified. Critical when your platform handles enterprise sales data, decision workflows, and partner-facing systems.
Certified by Alcumus ISOQAR, February 2026
Powered by 170+ implementations across FMCG · 20+ years of production-grade deployments · 14 years of distributor partnerships with leading FMCG brands
How Route-to-Market Optimization compares
A side-by-side view against the closest alternatives in FMCG decision-support — Trade Promotion Management platforms, retail analytics suites, and field-execution systems — is in preparation. Below: how RMO is positioned in three dimensions.
Decision layer, not a dashboard
Pure analytics tools surface the data; RMO scores it, prioritizes it, and pushes the action into Mobile Touch — closing the loop from sell-out signal to field execution.
FMCG-native, not adapted
Built for distribution networks, sell-out signals, the on-trade long tail, and trade-promotion economics — not a generic CRM or SFA stack repurposed for FMCG.
Closed loop with execution
Most route-to-market tools stop at planning. RMO closes the loop through Mobile Touch field activation and post-execution effectiveness measurement — insights flow back into the next plan.
Detailed competitive comparison — in preparation.
Route-to-Market Optimization is the decision engine of Asseco Platform
RMO sits inside Asseco Platform’s Trade Intelligence umbrella — a three-layer architecture for FMCG manufacturers: Trade Data Hub as the data foundation, Trade Terms & Settlement as the commercial settlement layer, and Route-to-Market Optimization as the decision layer that turns signal into action. Activated through Sales & Retail Execution in the field.
Layer 1 — Data foundation
Trade Data Hub
TDH supplies verified sell-out, distributor performance, and POS-level data to RMO’s scoring engine. Every RMO decision — outlet ranking, coverage gap, promo ROI — draws on TDH foundation. Without TDH, RMO would score on partial data; with TDH, scoring reflects the real market.
Your route-to-market data foundation. →
Layer 2 — Commercial settlement
Trade Terms & Settlement
TTS closes the commercial loop after RMO planning. RMO scores outlets and plans channels; TTS digitizes the resulting B2B trade terms, settles promotional rebates, and tracks OTIF on every distributor. Decisions plus settlements, in one platform.
Set the terms. Prove they were met. →
Field activation — Mobile Touch
Sales & Retail Execution
RMO priorities flow into Mobile Touch as a ranked visit plan. Reps see why each outlet is prioritized; distributors get the promotional plan before campaigns launch. Field execution closes the loop — the same data Sales Directors review, reps act on.
55,000+ users in 50+ countries →
Common questions about Route-to-Market Optimization
Route-to-Market Optimization is the AI decision layer for FMCG manufacturers. It scores every outlet on sales potential, ranks coverage gaps, plans promotions, and pushes priorities into Mobile Touch — closing the loop from sell-out signal to field action. RMO covers six modules: Dynamic Outlets Segmentation, New Coverage, HoReCa Intelligence, Promo Planner, Promo & Marketing Effectiveness, and Real-time market signals.
Trade Terms & Settlement is the commercial settlement layer — it digitizes contracts, settles promotional rebates, tracks OTIF on distributors. RMO is the decision layer — it decides which outlets to prioritize, where coverage gaps are, which promotions to launch, and how channel mix should shift. TTS settles after the fact. RMO decides forward-looking. Both sit inside Asseco Platform’s Trade Intelligence umbrella alongside Trade Data Hub.
Trade Data Hub is the data foundation — verified sell-out, distributor performance, POS-level granularity. RMO is the decision engine that runs on TDH data. TDH answers ‘what happened in the market?’. RMO answers ‘what should we do about it?’ — outlet scoring, coverage gap, promo ROI forecast, channel allocation. RMO without TDH would score on partial data; together, scoring reflects the real market.
RMO produces decisions — a ranked outlet list, channel allocation, and a promotion plan. Those outputs land in Asseco’s Mobile Touch (Sales & Retail Execution) by default, where field reps act on them. Other field-execution tools can consume the same outputs through standard APIs, but Mobile Touch is the integrated path: decisions in RMO, execution in Mobile Touch, feedback into the next RMO cycle.
Distributor sell-out at POS-level granularity is the minimum — the more granular and the more frequent (weekly cycles work best), the better the AI scoring. RMO ingests through Trade Data Hub, which integrates with distributor systems, ERPs, and external market sources. Optional inputs that improve scoring: trade-spend history, planogram data, on-trade venue catalogs, and category benchmarks.
Modular rollout. Dynamic Outlets Segmentation — the AI scoring core — can deliver a regional demotest in weeks. That is exactly how Bacardi-Martini Polska validated the case in 2022 before nationwide rollout. New Coverage and HoReCa Intelligence add 2–4 weeks each. Full scope (six modules + multi-region distributor network + Mobile Touch integration) takes several months. Each implementation is managed by Asseco’s own team — not third-party SI partners.
Yes. HoReCa Intelligence is one of RMO’s six modules, designed specifically for the on-trade long tail — pubs, restaurants, hotels, cafes — where traditional sell-out reports underrepresent potential. RMO scores HoReCa venues on visit-worthiness and category fit; the module is used by spirits and beverages manufacturers to decide which on-trade outlets justify rep investment.
Through Trade Data Hub, RMO integrates with SAP, Microsoft Dynamics, Oracle, IFS, and major distributor systems. Mobile Touch (Asseco’s Sales & Retail Execution) is the native field-activation path, but RMO outputs can also push to third-party SFA tools through APIs. ERP integration is part of every RMO implementation — no separate project required.
