Success story – Latam FMCG case
DatActions played a crucial role as a key partner for a leading FMCG brand in a European country by harnessing the potential of data through the development of an integrated sales data management solution.
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The client was confronted with significant challenges, including a loss of market share and control in a highly fragmented channel that accounted for 65% of their sales. With over 120 distributors, many of whom had limited digital acumen, data sharing was minimal, severely restricting the client's ability to manage, incentivize, and control the market.
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Leveraging their extensive expertise in data science, DatActions designed an integrated platform, which was subsequently implemented by a local provider, to connect the client's internal sell-in data with the external sell-out data from distributors. The key components of this solution included:
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Designing standard templates for monthly sell-out data collection from each distributor.
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Integrating the client's internal sales and delivery data with outlet-level sell-out data from over 120 distributors, consolidating everything into a single platform.
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Mapping the value chain for the client's portfolio, spanning from the warehouse to the outlet point of sale (POS), encompassing various distributors and regions.
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This integrated platform automated insights and predictive models, resulting in the following benefits for the client:
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Optimizing the route-to-market (RTM) distribution model, which reduced the cost-to-serve.
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Designing the most suitable product portfolio offerings based on regional variations, customer segments, and seasonal trends.
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Enhancing sales performance through targeted promotions and tailored activations.
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Overall, DatActions' expertise in data science and the implementation of the integrated sales data management solution enabled the client to regain market share, improve control over the fragmented channel, and make data-driven decisions to drive growth and profitability.