Cadbury Tastes Satisfaction in Field Sales
Beloved brands of gum, candy and chocolate are expanding their presence on millions of palettes
through Cadbury's proactive sales force. Recently armed with new advanced retail execution software from Quofore Inc., more than 200 Cadbury territory managers in Australia are better managing sales, order taking and product launches, and providing office-based management with access to real-time data collected in the field.
Quofore's application matches specific sales tasks to Cadbury's ever-growing product suite (30 to 50 new products every year) in addition to the company's standard portfolio of 300 products. The new solution helps to allow Cadbury to electronically monitor in-store compliance with promotional activities. Saving many hours per week in administration time, the solution helps territory managers to provide detailed reports to head office in real time. In turn, Cadbury management receives an instant view of how its sales force and retail partners are performing.
through Cadbury's proactive sales force. Recently armed with new advanced retail execution software from Quofore Inc., more than 200 Cadbury territory managers in Australia are better managing sales, order taking and product launches, and providing office-based management with access to real-time data collected in the field. Quofore's application matches specific sales tasks to Cadbury's ever-growing product suite (30 to 50 new products every year) in addition to the company's standard portfolio of 300 products. The new solution helps to allow Cadbury to electronically monitor in-store compliance with promotional activities. Saving many hours per week in administration time, the solution helps territory managers to provide detailed reports to head office in real time. In turn, Cadbury management receives an instant view of how its sales force and retail partners are performing.
Results of a Common Language
Eddie Anastasi, national sales manager at Cadbury, says that the benefits of enlisting the new solution had to fall under one category: re-ignition of the field sales team.
"Feedback all around has focused on how easy the Quofore solution is to use, plus we now have information at our national office just minutes after it's captured in the field, enabling us to make informed, timely decisions," says Anastasi. Anastasi adds that these timely decisions result in Cadbury's products being stocked at the right volumes and compliant with agreed trading terms across all major supermarkets and thousands of convenience outlets on a daily basis.
Cadbury chose to deploy the new software on an HTC PDA-style device. The HTC PDA replaced a tablet PC legacy field system. Devices for the solution were initially deployed in mid-February.
"It was an aggressive deployment, but with a committed Quofore and Cadbury project team, we were confident we could meet the sales team's expectations. Quofore's solution eliminates the guess work and helps give us a happier and more productive team in the field," concludes Anastasi.