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Sales Force & MerchandiserEnablement Through Mobility
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IntroductionJohn 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 & productivityimprovement initiatives:
Presell conversion
Channelized sales structure
Demand planning / Centralize dispatch / Voice-pick in warehouse
Merchandising
KPI development / reporting
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Background Merchandisers are hourly EEs 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)
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Agenda
Current State / Issues
Strategy
Future State / Solution
Benefits
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Current State / Issues
Labor & Ops Cost Increases
Productivity Decreases
Increased # of SKUs 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
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Challenges Faced
Static / Manual Scheduling
Stores assigned by geography
Stores assigned by account type and volume
Routes generally dont 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
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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 storeand if so, how long?
Mileage Re-imbursement
Audit system?
In most cases pay whats submitted
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Making the Case
Generate the idea Sell into seniormanagement
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
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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?
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Solution
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Effective routeplans & resource
coverage
Out-of-the-boxsurveys & 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 activitymanagement
Spring Wireless Merchandising Solutionto Address Entire Cycle
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Spring Wireless mSeriesSolution Features
Master DataManagement
Planning Execution Tracking Intelligence
CentralizedMobile Data
Source
Resource &Activity
Planning
Productivity &Intelligence
Real-timeTracking
Analyze &Respond
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Master Data ManagementCentral 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
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PlanningPlan Field Execution
Routes built based on target
service time
Visit schedules based on
calendar recurrence, marketingcycles & ad types
Dynamic assignment of
activities based on visit type
Flexible route views (list oragenda-style, visit type, status)
Real-time assignments & route
adjustments
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ExecutionProductivity & Intelligence in the Field
Out-of-the-box surveys + forms:
Out-of-stocks
Shelf space
Price survey
Competitoractions
Consistent field execution
Agile response to market
demands & competitive actions
Improve customer knowledge
and satisfaction
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TrackingTrack Activities, Location & Results
Track field execution to
improve planning and assure
visit quality
Real-time info of fieldexecution & 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
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Built-in business intelligence:
Dashboard: field results at a glance
Reports: out-of-box business info
Analytics: get tailored info throughad-hoc analysis
Prebuilt KPIs: working days, visit
coverage, out of stock issues,executed surveys,
IntelligenceMeasure, Analyze & Improve Field Process
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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
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Appendix
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