BUA Foods, a Leading Food and FMCG Brand, Adopts BeatRoute to Enhance Retail Execution in Nigeria

BUA Foods, a leading Nigerian food and FMCG company under the BUA Group, has implemented BeatRoute’s Sales Force Automation Software along with Customer App. The initiative marks a major leap toward digitizing field operations, optimizing distribution, and building direct digital engagement with retailers and partners.

BeatRoute will be enabling and serving BUA Foods in collaboration with Algorism, our channel partner in Nigeria. Algorism is a leading technology and digital transformation solutions company serving some of the biggest enterprises in Nigeria.

About BUA Foods

BUA Foods is a leading Food and Fast-moving consumer goods (FMCG) business of Nigeria that processes, manufactures, and distributes food produce . The company operates across five divisions: Sugar, Flour, Pasta, Rice, and Edible Oils .

As a member of the BUA Group, a respected and prominent conglomerate in Nigeria, BUA Foods has earned the trust of millions of consumers.

The company demonstrated steady growth and a strong commitment to Nigeria’s food needs, highlighted by a remarkable performance in 2024, where it earned more than N1.53 trillion in revenue.

To further solidify its commitment to food security and operational capability, BUA Foods announced a major expansion: a boost in grain storage capacity by 100,000 tonnes.

BeatRoute’s Offering for the FMCG industry

BeatRoute is a Goal-Driven AI Platform for Retail Sales and Distribution designed for industries where execution at the point of sale determines market success. For food and FMCG companies like BUA Foods navigating Nigeria’s vast and diverse distribution ecosystem, BeatRoute delivers comprehensive visibility and control across field sales teams, distributor networks, and retail touchpoints

Key Capabilities of BeatRoute’s Platform

1. Core Platform Modules

📍 Sales Force Automation Software (SFA)
BeatRoute’s SFA Software aligns every sales activity with the business goals defined within the platform. Sales teams can plan visits, capture orders, and record visibility in real time, while managers access data-driven insights simply by asking questions in natural language. The platform, powered by AI Agents purpose-built for retail execution, further enhances efficiency by enabling smarter cross-selling, effective visit planning, and much more.

📍 Distributor Management System (DMS)
BeatRoute’s DMS manages everything from order placement to invoicing and payment tracking within a single connected system. It gives real-time visibility into secondary sales, dispatch visibility inventory and credit status while ensuring alignment between company sales data and distributor records. The system also supports live scheme visibility, seamless returns processing, and integration with tools like Tally, enabling uninterrupted workflows even in low-connectivity regions.

📍 Customer App
BeatRoute’s Customer App and WhatsApp BOT allow customers to place self orders, view invoices, access active schemes, and check account statements in real time. Integrated with secure payment gateways, the app supports advance payments and efficient credit use.It also works seamlessly in low-connectivity areas, ensuring continuous engagement and faster order turnaround while reducing missed orders and out-of-stock situations.

📍 Route Optimization Software
BeatRoute’s Route Optimization Software enables intelligent route planning that factors in rep availability, customer timing, working calendars, territory goals, and other operational constraints. The system helps maximize outlet coverage, improve visit efficiency and ensure that manpower is neither underutilized nor overloaded. Managers can monitor route compliance, missed visits, and team productivity through BeatRoute’s dashboards, ensuring complete visibility and data-driven oversight across territories.

BeatRoute’s AI Agents

📍Scheduling AI Agent
BeatRoute’s Scheduling AI Agent enables sales representatives to plan visits intelligently, ensuring the right outlets are prioritized based on geography, business potential, and adherence to permanent journey plans. This structured approach enhances coverage and ensures every visit contributes to measurable sales outcomes.

📍 Order AI Agent
BeatRoute’s Order AI Agent recommends optimal product mixes for each outlet by analyzing past order patterns, stock levels, active schemes, and buying behavior of nearby retailers. It simplifies order creation, supports effective cross-sell and up-sell, and ensures higher order quality and fulfillment accuracy across all product categories.

📍BeatRoute Copilot
BeatRoute Copilot enables teams to interact with their business data using natural language, reducing dependency on traditional dashboards. It delivers instant, AI-driven insights across sales, field execution, outlet coverage, merchandising compliance, and team productivity, helping teams identify issues faster and make informed, data-backed decisions.

These are among the many capabilities that BeatRoute brings for retail sales and distribution .

Strong Local Partner Network and Regional Presence

We ensure that we always remain proactive for our customers by ensuring:

• Frequent on-the-ground visits to understand each customer’s specific needs and challenges.
• Support in local languages for smoother adoption and training.
• A strong network of local partners for implementation, support, and scaling.
  

Proven Impact

BeatRoute currently serves over 200 enterprise brands across 20+ countries, empowering 100,000+ active users in 10 industry verticals throughout India, South Asia, and Africa. The platform is already trusted by leading Nigerian and African enterprises, including Dangote, Aava Brands, CICOTI, Dendairy, and Shalina Healthcare, demonstrating BeatRoute’s strong regional adoption and proven ability to scale across diverse markets.

Dive into the Change

With BeatRoute’s SFA Software and Customer App working together, BUA Foods is building a strong and connected retail sales and distribution ecosystem. Every sales team and every channel partner is guided toward specific targets set within the platform, ensuring focused execution, improved accountability, and faster business growth

👉 Book a demo with BeatRoute to explore how our Goal-Driven AI turns company goals into territory-level actions and helps you achieve your retail goals more efficiently.