Today, I am going to share a great Australian success story of a long time StayinFront customer, Valcorp, to show how this all plays out in the real world of FMCG.
Valcorp is an Australian distributor of premium food and beverage brands to cafes and retail stores across Australia and was looking to grow its key brand, Lavazza Coffee, with a three-pronged strategy:
1. Rejuvenate the brand’s premium image
2. Identify and target select venues
3. Introduce and enforce procedures and standards to ensure a consistent customer experience.
When Valcorp first came to StayinFront, it was a business constrained by a field team still using paper-based systems, management with very little visibility into field activities, made harder by not having integrated reporting for the business data they did have, nor an analytics system to allow them to predict future trends and improve business performance.
Valcorp chose the StayinFront sales force automation solution with built-in analytics and reporting capabilities for their head office while equipping their field force with mobile devices providing them not only simple retail execution tools but also selling capabilities and eliminating any need for paper.
Since the deployment, Valcorp’s sales managers efficiently communicate priorities, and evaluate, train, and improve the performance of their sales team in line with the company’s perfect store objectives.
These include rating a venue’s compliance with the brand’s quality standards and procedures to identify which venues and barista’s need more training.
With their reps able to focus on the high-value activities driving sales, Lavazza sales alone increased by more than 11 per cent within a year with Valcorp also gaining a 27 per cent increase in revenue from other brands in their portfolio.
Valcorp has also streamlined their business processes giving them a more focused and efficient field team. The implementation of daily call reports with a full breakdown of rep activity, allows Valcorp managers to analyse how field reps spend their day and which activities produce the best results.
They are now completing more work in less time that allows for more visits to high priority stores. Most poignant are Valcorp’s own words
“…eliminating all that paper made it so much simpler for the reps to do their role.”
“As a manager, it’s been a really effective way to get an understanding of what’s happening in your team.”
For more detail on how Valcorp increased efficiencies, visibility and sales please read the full case study here.
Kerrie-Anne Turner is VP Asia Pacific and MD Australia at StayinFront.