Channelplay Case Study

Retail Coverage Expansion For A FMCG Major


The client, a major player in the highly competitive FMCG segment, approached Channelplay with following objectives in mind:

  • Validating the existing store coverage basis surrogates present in the store
  • Expanding the direct coverage to three times of the existing coverage
  • Creating optimized daily route plan for all salesmen using latitude-longitude information


The key activities in project execution were as follows:

  • For leading the project, people having relevant experience were picked from the FMCG industry.
  • A career path was created for the field force by transitioning them onto distributor payrolls post completion of the program.
  • To avoid missing stores the teams used GPS visualizers, current coverage data and inputs from industry experts and local salesmen.
  • Dedicated sales reps were deployed to avoid duplicity and using the right technology duplicate stores were rejected in real time.
  • Store data collected by the field force was audited by Team Leaders who physically visited and verified 15% of the stores.
  • Leveraging technology and industry experience optimized route plans were created for the field force using latitude-longitude coordinates.


The program was successful in meeting its objectives and the key highlights were as follows:

  • Direct coverage expanded to three times the original coverage
  • 100% growth of active retailers was achieved in the first month of operation

Topics: Sales Staffing & Management