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Sharing effective tools and strategies
to increase sales in FMCG based on our
real market experience

Who Ruined Your Promo at Supermarkets?
According to the POI Institute, one of the main problems of promotional digitization is the lack of correct integration between RGM and SFA. The planning and implementation of TMA is carried out in different environments, there are problems with data import/export, information is not always properly translated into fields. As a result, up to 60% of the promo activities are unprofitable…
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Where Are My POSMs and How Can I Effectively Control Them?
Let's talk about the management of refrigeration equipment and manufacturer's promotion at points of sale. POSMs are a powerful sales engine and a big headache for manufacturers. The equipment fleets of the main suppliers of beverages or cigarettes total up to 250,000 units, with annual budgets for POSM maintenance reaching millions of euros…
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How to Bypass Control Systems?
Tricks Used by Field Employees
Let's talk about field employees: some of them like and know how to bypass control systems. We will also mention digital tips that can help managers to exclude non-compliance with regulations by field employees.
On Shelf Availability: How not to loose sales?
Reducing lost sales does not require significant investment and seems to be one of the obvious ways to increase profit. All well-known FMCG manufacturers are building processes to maintain OSA. But not everyone succeeds in achieving the goal. Let's talk about how to increase OSA systemically.
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5 Misconceptions When Launching a Digital Merchandising Project
Let's talk about the automation of trade audit based on neural networks. The open data of the FMCG market confirms the positive impact of audit digitization on OSA. But there are two sides to any coin, and today we will analyze the most popular misconceptions when launching the technology.
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Relations with Distributors:
Key Problems Within the Channel?
Today we are talking about the reduction of investment in traditional retail and the tools that help the manufacturer maintain profitability in the channel. The turnover of non-chain stores and small retailers decreases year after year. As a result, FMCG manufacturers are changing their way of interaction with traditional retailers.
When we interact with the largest market players, we are faced with three main strategies aimed at reducing costs.
How to Increase Marginality in Non-Chain Retail?
The leading route-to-market strategy in non-chain retail is to increase marginality by reducing costs. The obvious cost-cutting part is field employees: they take the lion's share of budgets. Let's talk about how to optimize sales force and not lose territory.
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18 Questions About Neural Networks for Trade Audit
We bring to your attention the most interesting moments of the Q&A session about the real experience of using Image Recognition. The case of one of the largest FMCG companies producing alcohol goods, which introduced neural networks into trade audit 7 years ago.
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5 myths about forecasting in FMCG
The value of a good forecast is recognized by 100% of companies.
And only 10% of them use special tools for forecasting.
The reason is that business incorrectly perceives and uses the information received — common myths and false ideas interfere. Let's talk about the five most "popular" myths about forecasting.
How not to waste budget for a promo?
According to Nielsen, the share of promotional sales has already returned to the pre-covid values -
above 50% in the food and non-food categories. While some manufacturers complain that the promotional activities are killing the brand, others are taking leadership in the channel and in the market…
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How to return a supervisor to the field?
Automating the fields, companies often "forget" about the leaders of field teams. Sales representatives and merchandisers receive a mobile application, office staff — reports and dashboards. And supervisors remain on the sidelines. Let's talk about how to remove the routine from supervisors' work and return them to the fields?
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Divide and Conquer: Sales Points Database Management

In our experience, after analysis and harmonization, the database of FMCG

manufacturers reduces from 1 million to 250-300 thousand active sales points.Think about these numbers: there are 3-4 times more "garbage" records than real ones! Let's talk about what this situation with master data leads to.

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