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This question was asked by a BeatRoute prospect. Names withheld; question lightly edited for clarity.
Can BeatRoute support a Patent Medicine Store (PMS) go-to-market in Nigeria?
Our answer
Yes. BeatRoute runs a PMS route like any other traditional trade beat: the outlet is classified and geo-tagged, the rep gets a visit frequency that matches its value, and the sales order goes to the distributor who serves that area. What usually breaks in Nigeria is the distributor leg rather than the retail one, so secondary sales come in through the BeatRoute distributor management system, or through WhatsApp and Viber ordering where the distributor has no back office at all. AAVA Brands recorded 30% higher sales productivity in Nigeria on the same setup.
More on this: distributor management in Africa.