Sales & Retail Execution for FMCG: complete SFA platform with 55,000+ active users across 50+ countries.
Sales & Retail Execution for FMCG: complete SFA platform with 55,000+ active users across 50+ countries.
Sales & Retail Execution: supercharge your mobile sales teams. Less effort, more sales.
Trusted by the world’s leading FMCG brands
Your field sales teams are flying blind. Disconnected tools, manual processes, zero visibility into what happens at the shelf.
Without a unified SFA platform, field reps waste hours on admin instead of selling. Managers get outdated reports. Promotions go unmonitored. The result? Lost revenue, missed targets, and no way to course-correct in time.
What you get without a unified platform
- Reps plan routes manually – hours lost driving
- Paper-based or fragmented order-taking
- No visibility into shelf execution
- Promotions executed blindly – no compliance tracking
- Coaching is ad-hoc and undocumented
What you get with Asseco
- AI-optimized routes – maximum visits, minimum travel
- Digital orders processed in seconds – millions per month
- Perfect Store KPIs calculated in real time, every visit
- Full promo lifecycle – planning, execution, ROI analysis
- Structured coaching programs with progress tracking
From planning to performance in three steps
One platform for your entire field sales operation. 55,000+ users trust it daily. 160+ implementation specialists to get you live.
Plan – Set Up Your Field Operation
Define territories, assign reps, set targets and KPIs. Dynamic Route Optimization builds optimal visit plans every night — your team starts each day with a ready-to-go schedule.
AI-powered route planning
Execute – Every Visit Counts
Reps take orders, run surveys, audit shelves, manage promotions and assets — all from one mobile app. Works offline, syncs when back online. Millions of orders processed monthly.
Full offline capability
Optimize – Turn Data Into Growth
Perfect Store scoring, RAO recommendations, coaching insights, motivation leaderboards. Real-time dashboards give managers visibility to act — not just report.
Data-driven decisions, every day
5 reasons a unified SFA platform transforms your field operation
Not just automation — a complete operating system for your sales force. Backed by 160+ implementation specialists.
AI-optimized routes (DRO) mean reps visit more stores with less driving. RAO guidance directs them to the highest-potential outlets first. The result: more revenue from every day in the field.
Perfect Store scoring gives managers live KPIs — shelf share, out-of-stock, planogram compliance, promo execution. No more waiting for weekly reports that arrive too late to act on.
Millions of orders processed monthly through a single system. Full promo lifecycle — from planning through execution to ROI analysis — so you know what works and what doesn’t.
Leaderboards, automated bonus calculation, and structured coaching programs keep reps engaged and improving. Managers run coaching sessions with data, not guesswork.
SRE connects with Image Recognition, Trade Data Hub, Trade Terms & Settlement, and One View analytics. Your field data feeds the entire commercial decision chain — impossible with disconnected point solutions.
How a leading European food group unified Perfect Store execution across 6 markets
“We needed one platform that two separate sales organizations could share — same stores, same audits, but completely independent reporting. The system gave us cross-market Perfect Store benchmarking at HQ level while keeping local promotion workflows intact.”
6
Markets
on one SRE platform
2
Brands
sharing one field force
100%
Perfect Store
visibility across all markets
↑
Sales Uplift
from OoS detection & Perfect Store
A global food manufacturer rolled out SRE to 20+ countries in 3 phases
“We replaced our legacy SFA across 20+ markets in three structured phases. The new platform increased our field teams’ capabilities while letting us maintain process continuity — reps barely noticed the switch. Now we are expanding into AI-powered shelf recognition on top of the same foundation.”
20+
Countries
migrated to one SRE platform
3
Phases
structured rollout (2018–2022)
0
Disruption
seamless transition for field reps
+IR
Platform Evolution
now expanding into Image Recognition
9 modules. One platform.
Total field control.
Start with Core fundamentals. Add Advanced Modules when you are ready. Every module works together in one mobile app your reps already know.
-
Core
Sales Planning & Territory Management -
Core
In-Store Execution -
Core
Orders & Promotions -
Core
Communication & Reporting -
Advanced
Perfect Store -
Advanced • POI Best-in-Class
Retail Activity Optimization (RAO) -
Advanced
Dynamic Route Optimization (DRO) -
Advanced
Motivation -
Advanced • POI Best-in-Class
Coaching
Sales Planning & Territory Management
Manage your customer base, segment outlets by potential, and plan field activities in an intelligent calendar. Assign territories, set visit frequencies, and give every rep a clear daily schedule — before they leave home.
The Optimization Trio: know what to fix, where to go, and the fastest way there
Three modules that work together as a closed loop — each one feeding the next. The result: every rep visits the right store, at the right time, with the right priorities.
Step 1
Perfect Store
Know what to fix.
Real-time KPI scoring during every visit — shelf share, out-of-stock, planogram compliance, promo execution. The system tells the rep exactly what needs attention before they leave the store.
Step 2
Retail Activity Optimization
Know which store first.
An intelligent command center that dynamically determines: the right store, at the right time, with the right offer. Combines Perfect Store data with external signals to prioritize where reps should go next.
Step 3
Dynamic Route Optimization
Know the fastest way there.
AI-powered nightly optimization builds a 30-day rolling plan. Real-time traffic data, business priority signals (promotions, OOS risk, sales drops), and smart exception handling — your reps start each morning with a ready-to-go schedule.
A closed loop: field data from Perfect Store feeds Retail Activity Optimization priorities, those priorities shape Dynamic Route Optimization routes, and optimized routes generate better field data. Every cycle sharpens the next.
How our Sales & Retail Execution compares
A transparent look at the SFA and retail execution market — from enterprise platforms to mid-market specialists.
| Capability | Asseco Platform | Salesforce CGC | Aforza | StayinFront | SAP REX | Repsly | Pitcher |
|---|---|---|---|---|---|---|---|
| Market segment | Mid-market → Enterprise | Enterprise | Mid-market → Enterprise | Mid-market → Enterprise | Enterprise | SMB / Mid-market | Mid-market (Sales Enablement) |
| FMCG-native platform | Yes — built for FMCG | Yes — CG Data Model | Yes — CPG-native * | Yes — CPG + Life Sciences | Enterprise + CPG vertical | Yes — CPG (SMB) | Multi-industry + CPG module |
| FMCG track record | 30+ years in FMCG, 50+ countries | Part of Salesforce ecosystem (CGC since ~2019) | Founded 2019, 50+ countries | Since 2000, 50+ countries | Decades in CPG, 180+ countries | Since 2008, 80+ countries (SMB) | Since 2011, 140+ countries (multi-industry) |
| POI Best-in-Class — Retail Execution ** | 7 RetX BIC (2025) | N/A *** | 5 RetX BIC (2025) | 6 RetX BIC (2024) **** | ~5 RetX BIC (2025) | Not in POI | Not in POI |
| Image Recognition — ownership | Native — own engine, offline AR, on-device | Native — Einstein Vision | 3rd party marketplace (ParallelDots, Infilect, Neurolabs) | Own on-device IR (limited public detail) | In REX (architecture undisclosed) | 3rd party (ParallelDots ShelfScan) | No IR capability |
| Image Recognition — accuracy | >98% (field-validated at scale) | Not publicly disclosed | Depends on partner | Not publicly disclosed | Not publicly disclosed | Up to 98% (ParallelDots claim) | — |
| Route Optimization — automation | Fully autonomous — AI builds 30-day plan nightly, zero manual input | AI-assisted (Salesforce Maps + Einstein) | AI-assisted route planning | AI-assisted (Dynamic Routing Tool) | AI-assisted dynamic routing | Manual with basic optimization | Manual with basic optimization |
| Activity Optimization (RAO) | RAO — POI Best-in-Class | RAO + Agentforce | Ava AI (agentic) | RAO — POI BIC (2021–2024) | RAO — POI BIC | Smart prioritization | PIA Next Best Action |
| Perfect Store | Real-time KPI, hybrid manual + IR | Store audits, surveys, offline | Guided by Ava, offline | KPI scoring per store | Dedicated module, POI BIC | Checklists, compliance tracking | Retail audits, aisle surveys |
| Coaching & Motivation | Coaching (POI BIC) + Motivation (gamification, leaderboards) | Gamification + Supervisor Mgmt | Ava as “Coach” — no gamification | Gamification + Coaching (POI BIC 2021) | Joule AI guidance — no gamification | KPI dashboards only | Coaching (PIA, roleplay) — no gamification |
| Offline + on-device AI | Full offline SFA + offline IR + offline AR (on-device) | Offline SFA app | Offline SFA | Offline SFA + on-device IR | Offline SFA app | Offline SFA (sync on reconnect) | Offline SFA |
| Trade Intelligence (TPM / data integration) | TDH (data foundation) + TTS (trade terms) | Full TPM + MuleSoft | TPM + DMS | POS data only (RDI) — no TPM | TPM + RGM + DSD + S/4HANA | “Downstream from TPM” | No trade data |
Data based on publicly available vendor information as of April 2026. Verified against vendor websites, press releases, and analyst publications. Asseco Platform data reflects production deployments at scale.
* Aforza is built on Salesforce Platform (AppExchange) with its own CPG data model and UI.
** POI 2025 Vendor Panorama evaluates vendors across Retail Execution (RetX) and Enterprise Planning (EPx). This table shows RetX-related distinctions only, classified based on publicly available category names from vendor announcements. Total BIC including EPx: Aforza 13, SAP 10, Asseco 9, StayinFront 6. Asseco RetX BIC categories: RAO, Omnichannel Engagement, Mobile UI/UX, Coaching & Training, Advanced Imaging Technology (IR/AR), Guided Selling, Playbooks (sole recipient).
*** Salesforce CGC: 5 total POI BIC confirmed for 2022 edition. 2024/2025 data and RetX/EPx breakdown not publicly disclosed by vendor.
**** StayinFront: 6 POI BIC confirmed for 2024 edition (all RetX-related). 2025 results not publicly announced.
Recognized by analysts, validated by the industry
Independent recognition to support your internal business case.
Sales & Retail Execution is just the beginning
SRE is the field execution foundation of Asseco Platform – a complete end-to-end FMCG suite. Every product connects, so your data works harder.
One integrated suite. Your complete retail execution stack.
Common questions about Sales & Retail Execution
Sales & Retail Execution (SRE) is a complete Sales Force Automation platform built for FMCG field teams. It covers the full cycle: visit planning, in-store execution (orders, surveys, merchandising), promotions, targets, and reporting – plus advanced modules like Perfect Store, Dynamic Route Optimization, Coaching, and Motivation. 55,000+ users across 50+ countries rely on it daily.
Yes. The native mobile app (iOS and Android) is built for full offline operation – critical for field reps visiting stores with poor or no connectivity. Orders, surveys, audits, and route data work seamlessly offline and sync automatically when the connection is restored.
Core Modules are the foundation every deployment includes: Sales Planning, In-Store Execution, Orders & Promotions, and Communication & Reporting. Advanced Modules are optional add-ons that boost performance: Perfect Store, Retail Activity Optimization (RAO), Dynamic Route Optimization (DRO), Motivation, and Coaching. You start with Core and add Advanced Modules when ready.
DRO is an AI service that runs every night. It analyzes store locations, opening hours, visit frequencies, traffic data, and business priority signals (upcoming promotions, out-of-stock risk, sales drops) to generate an optimized 30-day visit plan for each rep. By morning, every rep has a ready-to-go schedule that maximizes store visits while minimizing travel time.
Asseco Platform integrates with major ERP systems (SAP, Oracle), CRM platforms, and data warehouses via standard APIs. Orders flow directly to your ERP. The Trade Data Hub handles data exchange with distributors and retail chains via EDI and other formats.
450+ FMCG implementations across 62 countries, including Kraft Heinz, Nestlé, Coca-Cola HBC, Henkel, SC Johnson, Imperial Tobacco, Pernod Ricard, Ferrero, and more. The platform supports 55,000+ active users globally.
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