Identifying where your sales & marketing teams have optimal POS coverage or gaps is critical in order to ensure category performance. Trade marketers use spatial analysis to understand where certain segments of consumers live, work or visit, visualizing shopper insights & shopper missions to understand how to expand & grow. Whether it’s tourists, commuters, soccer fans or families - using new location data to identify behavioural trends can be a competitive differentiator.
CPG companies face a constant battle to increase their market share & gain more retail shelf space. Pricing & brand may be important, but robust Distribution Management systems & Supply Chain Networks are critical in providing a cost advantage - which is where spatial analysis comes in. Bricks & mortar brand building is all about staying in stock so that consumers have your product in the right place at the right time - which is often the most overlooked aspect of CPG brand building.
Whether you’re running an OOH campaign for a new line of vegan products, or launching a male hygiene brand in cosmetics stores & supermarkets - understanding where your potential new customers are is fast becoming a differentiator for today’s modern CPG marketer. New data streams such as credit card transaction insights (from Mastercard) or human mobility (from Vodafone or Unacast) allow you to hypertarget your campaigns with new geomarketing strategies, delivering a greater ROI for your brand.
Field sales poses a range of challenges - with factors such as traffic, weather & client relationships & locations affecting productivity. However, with all the time reps spend out in the field, and the different variables they face, there is an opportunity to gather & apply data for optimization. By using geospatial solutions to more effectively design and balance territories, you can optimize your field sales performance. This can help you win bigger and better deals faster by boosting sales rep productivity & reducing operational costs.
90% of our branch & team managers use CARTO's territory planning solutions to manage more than 2,000 sales reps across Europe. Our efficiency & conversion has increased & it’s a key tool in our sales strategy.
National Sales Director for Securitas Direct at Securitas Direct
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