Agile gives us a macro view. We can filter by region or channel and identify where we are actually assertive, where we can improve and where there is a critical sign that we need to act more intelligently. I like to say that Agile is my MBA. Agile provides professional training for those who are looking for information and who are really interested.
Marcos de CarvalhoMerchandising leader - Fini
Fini supplies South America with its candies from their 120,000 m² industrial complex. Tons and tons of colors, formats, and flavors reach the public thanks to the work of a team that boasts pride and admiration for the brand.
And it is precisely with this responsibility and commitment that the trade marketing and merchandising teams perform their functions in the company. However, working at that level requires a great deal of sweat, and to pay attention to one crucial point for the success of the supply and implementation strategy: the recognition of those at the other end.
It is not enough to rely on a dedicated field team, which routine is to create opportunities, if it is not possible to acknowledge professionals and increase their visibility. In addition, until the integration of Agile Promoter in mid-2016, the sales reps' visit itineraries were planned without having accurate data, the events were not carried out in an organized manner and, obviously, the incentive campaigns did not engage as expected.
"Our biggest challenge was to put the merchandising team on view, to challenge them and reward them on account of their indicators, of what really depended on them to happen", explains Nathalia Rodrigues, head of Merchandising, when she referred to the period in which the team was evaluated by means of the sales indicators.
The challenge was to go beyond the information offered by the exhibition book and to act strategically, measuring the actions through even more specific data, such as the facing of the stores, out-of-stocks of priority items and the quantity of activated displays and extra points.
"With Agile Promoter we started using reports, doing analysis and reporting at micro and macro levels. The director, the CEO, the owner of the company, the sales representative, all of them receive the report. Each one of them receives what they are supposed to, so the Perfect Shop program is integrated with Agile Promoter. Several areas that are integrated to the Perfect Shop program examine the reports and take the appropriate measures in a faster and more practical way", says Rafael Ruocco, Strategy and Merchandising coordinator, when he commented on how the sales reps deal with the app, and its relation to the program of excellence created by Fini.
After the implementation of Agile Promoter, which included training courses in regionals throughout Brazil, Fini began to measure their execution at the points of sale, and to develop KPIs and goals tailored to the company's scenario. "From the moment we were able to measure all the Perfect Stote indicators individually, by indicator and by region, our results evolved a lot," says Marcus Castroviejo, Merchandising supervisor.
The success of the Perfect Shop Program alone is celebrated as a great victory by Fini's merchandising team. Itinerary compliance beat the 97% record, an evolution of almost 60 percentage points compared to the previous scenario. Thanks to Agile Promoter, the company established a fast, practical and comprehensive information flow, which was critical to the team's ability to operate with clear objectives.
The merchandising team took the lead and began to show the other teams the viability of maintaining a sales representative at certain POSs, estimating the in-store time vs. the cost per hour, to balance service and to not focus where there was no need. The satisfactory results prompted other areas, such as indirect channel, to adopt the strategies devised and designed in the trade marketing platform.