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

At a Glance

The Challenge

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
  

The Solution

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
  

The Outcome

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

• 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