Case study
Consistent field force solutions with industry-leading ROI for a global group
Summary
A global provider of outsourced sales and marketing solutions for retailers and consumer goods companies, Advantage Smollan helps brands and retailers win at the point of purchase. Its services include field sales, brand activation, merchandising, retail audits, data analytics and technology solutions, all of which help enhance brand visibility, drive revenue growth and optimise in-store execution. With varied working practices and technology across Europe, the group needed a consistent field force solution that could enable it to grow its customer base in-market and across borders.
Company size
10,000+
Industry
Professional Services
Products used
Challenge
To create technology support for the core service, which is consistent across all markets.
Having grown largely through acquisition, Advantage Smollan was enjoying great success with its Europe-wide model offering sales and marketing solutions to retailers and CPG brands in 12 countries.
Yet, many of these companies had brought their own ways of working and legacy technology with them when acquired by the group, complicated by the fact each client challenge varies hugely by market.
As a result, it was difficult for the Advantage Smollan’s team to achieve consistency in what they deliver and measure between markets, and to implement multi-market projects across borders.
They needed a field force solution that could provide this operational consistency and – critically – maximise ROI in the process.
Solution
Having worked with Advantage Smollan’s UK business for 15 years, CACI was well placed to work with the global team to implement its InSite FieldForce and CallSmart solutions to help optimise sales and staffing resources.
A critical requirement for the solution was that the Advantage Smollan team needed to know which stores to visit and when, plus have access to the latest data, enabling them to react quickly to support sales and promotional activity in-store.
CACI processed the data to ensure the call-file — with details of calls made by field agents helping track and optimise operations in the field — was updated overnight.
They also ensured that sales teams’ routes were optimised dynamically, to make sure the Advantage Smollan team were able to visit the stores that had the highest sales potential.
Results
At CACI, we have been able to help Advantage Smollan achieve industry-leading ROI targets regularly, enabling the team to do — and win — business with customers based on delivering enhanced performance and value, by proving that they can identify the single most efficient way to deploy field force across multiple countries — a unique proposition across the European market.
The InSite FieldForce and CallSmart solution has supported the Group with promotional compliance consistency, making efficiency improvements even on projects with 98% promotional compliance levels.
It also introduced a move towards dynamic qualifying — continuously assessing and adjusting the criteria for qualifying leads or tasks based on real-time data and changing circumstance — so that their teams can visit the right stores where their teams will make the most sales.
Advantage Smollan is so pleased with CACI’s InSite FieldForce and CallSmart solutions that it introduced CACI to its international partners. The consistency provided by the field force solution means they can use group-wide KPIs and create benchmarks that optimise their salesforce activities in emerging and developed markets.
Learn more about FieldForce and CallSmart.
