Let's talk about the harmonization and segmentation of the customer base. Today, FMCG companies around the world have accumulated huge amounts of data on retail outlets. The average universe of a national producer is ≈ 1 million records. The customer base is one of the most important assets of the company, and ideally it contains:
- List of all points of sale in the distribution area.
- Addresses in FIAS format with reference to GPS coordinates.
- Point of sales segmented by format, turnover, geography, etc. classifiers.