How a Global Confectionery Brand Improved its MSL Execution and Beat Discipline with BeatRoute

At a Glance

Industry: FMCG – Confectionery
Region: Global (Implementation focused in India)
Primary Goal: Strengthen field discipline and improve must-sell SKU distribution
Key Challenges: Poor MSL coverage, weak on-shelf hygiene, ineffective route planning
Solution Deployed: BeatRoute Sales Team App, Route Optimization, Gamification

Key Results

Improved beat compliance
better display tracking
increased MSL/FSL coverage

What challenges was this global confectionery brand facing?

The company faced performance gaps in its on-ground execution, especially in ensuring strategic SKU placement and retail compliance across diverse regions.

Key issues

Poor must-sell SKU distribution, affecting product availability across key retail outlets
Low beat discipline and poor sequencing, leading to inconsistent outlet coverage
On-shelf hygiene issues, due to lack of structured display tracking
Ineffective routing and geo-fencing, resulting in missed coverage and time inefficiencies

What solution was implemented by BeatRoute?

To resolve these field-level execution issues, BeatRoute was implemented with a focus on optimized routing and field discipline.

What changed

Enabled Route Optimization, supporting route planning, beat sequencing, and geo-fencing
Deployed BeatRoute Sales App to digitize order collection with MSL/FSL prompts and real-time trade scheme visibility
Introduced image-based product display tracking, improving visual compliance
Gamified execution performance, fostering healthy competition and accountability across field teams

What Changed for this global confectionery brand?

With BeatRoute in place, the brand established greater control over field execution and strategic SKU presence, including:

Results

Stronger beat planning and adherence, improving outlet coverage consistency
Increased MSL/FSL compliance, enabling better inventory movement
Enhanced retail presence, supported by photo-based merchandising validation
Engaged and competitive field teams, driven by gamified scorecards and performance tracking

Why BeatRoute

Must-sell SKU coverage lives or dies in the last mile. BeatRoute’s Goal-Driven AI translates this confectionery brand’s MSL and beat-discipline goals into in-app prompts, route sequencing, and photo-based checks so field teams execute against the same standards the brand defines at headquarters.

Request a demo to see how BeatRoute can drive the same outcomes for your retail brand.