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5 tips when implementing Salesforce Consumer Goods Cloud

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Lukas Kettemer, Enfo

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If you are working in the consumer goods industry and still plan your Point of Sales visits manually, this might be interesting reading for you.

Recently, Salesforce launched Consumer Goods Cloud (CGC), a digital platform allowing you to manage visit planning, route optimization and task management coupled with AI and advanced analytics capabilities. Being an official Salesforce partner, Enfo has implemented CGC for the first FMCG company in the Nordics.

As our client was an early adopter of the product, they have the opportunity to grow their internal business processes while the product matures with frequent releases from Salesforce. Together with the client, we tailor the implementation to use the product in the best way and give feedback to Salesforce to influence the roadmap.

In this blog, I want to share some of our findings and five tips for a successful implementation – I hope you will find some useful insights.

 

1. Prepare your Retail Store data

Lists of Retail Stores can be long and handed to you in different formats, also the naming of retail stores could come from the retailers’ system and therefore does not necessarily support the logic that is best for your own CRM. Our suggestion for a solid naming convention would be to use for example, Store Type, Store Area, Store City. Such as ICA Nära Triangeln Malmö. Depending on the density and amount of your stores in certain areas, you might need the street name as a further addition or use numbering.

 

2. Use Map visualizations to adjust your territories

With thousands of stores and locations we are of course able to organize our data in fields and lists. But really the power of Salesforce Maps, combined with the data that we upload to Consumer Goods Cloud, is what helps Sales Managers visualize and adjust store assignments. If your territory planning is more complex, you can buy and use an add-on called Territory Planning.

 

3. Set-up and iterate Maps Advanced Visit Plans

One of the biggest gains for our client was the ability of a feature called Maps Advanced Visit Planning. The engine aims to create the best routes and visits for your sales representatives based on sales territories, store priorities and expected visit amounts. Setting up the planning engine takes some time to iterate over priorities, sales territory sizes and expected number of visits. It is a good tip to try and iterate with your Salesforce partner on different scenarios and see different outcomes based on changing the inputs to the system.

 

4. Explain Advanced Visit Planning to your sales reps

Secondly, the sales representatives driving the routes need to get a basic understanding on how the routing is functioning and why it might be the right decision to drive past certain stores. Having said that, it is still a good tip to see the routes mainly as a suggestion and sales reps need the flexibility to easily create ad-hoc visits on the fly were deemed necessary.

 

5. Use Chatter and Leaderboards on home pages

The direct contact to the retailer at the Point of Sales remains a crucial environment for FMCG companies to build their brand and interact with their end-customers. Within the retail execution, building brand blocks and positioning products and campaigns is an important and fun task. For our client, it was important that sales reps can easily share their results from a store visit and compare each other on quarterly tasks. Also, giving or receiving a like from colleagues or manager was an important tool for instant feedback and soft recognition.

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Salesforce map

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Image: Example of tip #2 – Maps Visualization of Sales Territories and Retail Stores

Consumer Goods Cloud (CGC) was specifically designed for consumer goods companies and launched by Salesforce as part of their Industry specific solutions in the end of 2019. As an official Salesforce Partner, Enfo has executed the first implementation of Consumer Goods Cloud in the Nordics, for one of the fastest growing companies within the industry.

 

Lukas Kettemer
Salesforce Consultant and Project Manager at Enfo

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