Tag Archives: Distribution strategy

Store Profiling- A way of getting ahead of others

A complete and thorough understanding, about the inside out of your customers and catering to their needs accordingly, is the ultimate remedy for leading your domain market. Thus, arises the need for a complex set of activities for attracting and keeping intact the attention of your most important customers- ‘the retail stores’.

Namely, ‘Store Profiling’- is nothing short of the Holy Grail of all retail marketing strategies.

To help you with it, and to fulfill this need, we bring to you an amalgamation of features; meticulously planned and strategized in an app called ‘BeatRoute’.

Store Profiling means identifying the needs and characteristics of each and every store. This in return helps define the range, merchandising, pricing, advertising, and promotion for each of those stores. Thus, helping in running differentiated engagement campaigns for better sales.

What are the recurrent complications faced by companies?

There is a fair amount of things that could go wrong in this domain. The prior most being- not knowing enough about the targeted stores, resulting in missing out on opportunities. Duplication of stores in the internal data, is another aspect responsible for wasting valuable resources and time. And entirely missing or wrong geocodes of the stores, is a major issue which might result in deteriorating the ability of your field team.

How BeatRoute is a problem solver when it comes to Store Profiling?

BeatRoute is the ultimate destroyer of excel sheets and the Hercules of an extensive store profiling app. It’s an app that will not only make your sales grow ten folds but also make your field team extraordinarily efficient. It helps you in-

  • Smart Customer Profiling- The first step to effectively profile your customers is to understand the different aspects of a store, and then divide them accordingly. BeatRoute allows you to list a store’s type and subtype along with pictures and custom fields; thus giving you and your field team an access to the minutest of details related to a store
  • Geo-location Based Intelligence- The most important feature that BeatRoute proudly boasts about is its geotagging feature. With it, all the stores are geotagged automatically on the app, making it easier for your field agent to reach the exact store by following the GPS. Each visit and an agent’s entire journey can also be saved and reviewed in the app itself.
  • Route Optimization Algorithm- Planning a beat in the most efficient way so as to save cost and time and is an important aspect when you have a part of your team on the ground. With BeatRoute the beat can be decided right on the app itself, as all the stores are already geotagged and divided according to their type. This not only helps in deciding the most cost-effective route but also in planning the amount of time to be spent on each store depending on its type and potential.
  • Offline Sync- If you are still worried about your data getting lost because of no or low internet connectivity, you need to stop and think again. Each feature of BeatRoute is designed in such a way that it works perfectly fine even without connectivity and each information gets synced as soon as the phone comes in a network area.  
  • Deduplication Engine- Its profiling engine is designed in such a way that it leaves negligible chances for a store to be listed more than once, even if the CRM has its name written in two or three different ways. BeatRoute’s machine learning routine enables an accuracy rate of 95%.

In addition to all of this, BeatRoute co-exists with other apps and can effortlessly integrate data from any CRM that your company might be using. It is one of the most trusted apps and is used by thousands of companies big and small; Valvoline, Pepsico, Symphony and Itel to name a few.

If these were enough, just wait till you learn what all BeatRoute can do for your sales, from improving your visual merchandising game to helping you with order maximization.

Start with BeatRoute now, and leverage each of your resource to its fullest, thus increasing profits and helping you in cost-cutting. Give us a call at +91 9999463675 or mail us at sales@vwbeatroute.com and become the best among the best.

‘Convincing Demo, Sure Sell’- through team learning with BeatRoute

BeatRoute is an intelligent field execution platform that makes every field team member 10x more effective. It is a one-stop platform that helps you drive more sales through field teams. One of the key use cases that BeatRoute solves is helping the organization communicate and deliver standardized communication to its Field Teams and Customers. A few pillars make BeatRoute’s mechanisms foolproof-

  1. Multimedia Content

The chances of your product being successful should not be based on the memory of a field force person, rather on solid formats that the field force can refer to, as and when needed. BeatRoute allows you to store and publish content on the app in the form of PDFs, Videos, Audio, word documents, pictures etc. These may contain detailed explanations and various factors that might come handy for your team on the ground.

Based on your product or need these can be neatly divided for easier understanding and quick accessibility.

  1. Training

With everything stored in the app, BeatRoute gives you and your team the power of learning. A manager can easily publish pieces of information to the app and in one go the whole team will have an access to it. This ensures that no member of your team is exempted from receiving even the slightest of the details. So you can train your entire team, sitting at one place through demo videos, well-explained PDF documents, and brochures designed specially in the language of the field force.

  1. Assessment

It’s often a concern for the managers whether their team was actually able to grasp all the information and understand it to the extent of actually using it effectively.

BeatRoute has a solution for that as well. Within the app one can make assessment modules linked to a particular training content. The team can be asked to fill these, thus making it easier to understand how much has a team member ascertained. These assessments don’t come with a marking or grading system, so your team never feels judged rather they understand it is solely for the purpose of making the training documents more easy to grasp. What more? These results can be ascertained in seconds.

  1. In-field Sharing & Demo

The data stored in the app can be shared, not only with the shopkeepers and agents but directly to the customers as well.  

Consider a product of a financial company, if a customer asks a particular question or a query, your field force can share with him/her particular documents and policy information for their satisfaction. What makes this feature even more amazing is that your customers don’t need to have the app, the documents are directly sent to their emails. Moreover, the brochures, objection handling documents, etc. can be shared with customers with a single click.

  1. Secure Multimedia content set up for Demonstration and Learning

With all this sharing, the question of security and your content getting misused is bound to come in your mind. But worry not, the security of your documents is entirely in your hand. You can choose which documents you want to be shared and those will be the only ones that will be shareable.

  1. Content consumption assurance

Having covered the training and assessment segment we have also focused on fetching content consumption analytics for the same. BeatRoute is designed in such a way that each training documents rolled out by you is monitored down to how many people have actually opened it and for how long.

Exactly when you thought you couldn’t be more in control, behold!

BeatRoute is an intelligent platform through which you can target stores and get accurate analytics of when, where and by whom a particular content was played or viewed. This data can collectively be used to check if the content was shared efficiently at the target location or not. Thus, chances of fiddling are cut down to negligible.

With BeatRoute, we’ve built solutions that help you tackle all the field force handling problems that too with diligence. Enabling you to empower your field force and making them self-sufficient, is our ultimate aim.

Last, but far from least.

We recognize that dissimilar teams and people at varying levels, need different content for training.

BeatRoute allows you to target your content and send it to specific teams. This not only saves time but also makes your work more systematic, as separate content can be sent based on the size and location of the stores as well.   

To top it all, we present to you the most cherished weapon of BeatRoute, Offline- which means all of the above-mentioned features can work even if there is low or almost no connectivity on the mobile phones.  

Equipped with such astonishing features, nothing could possibly stop you from getting BeatRoute for you and your team.

Start with BeatRoute now, for a one-stop solution to all your sales and field force challenges and get rid of the losses caused by the gap in communication.

Each of these features is meticulously planned and provide an excellent user experience.  Further, regardless of the industry BeatRoute has got a lot more power packed specific use cases designed for you. If you are in sales you would definitely be doing visual merchandising, read here to know how you can best optimize it and for BFSI there is a lot you can do to leverage it through.

Sounds just about perfect, doesn’t it? Give us a call at +91 9999463675, or get started for free  and we’ll help you get the most out of your field force.

GPS Tracking – The Game Changer for Field Force Management


Technology is essentially changing the way we do our business and why shouldn’t it? With the growth of any business that has a field force, it becomes a pressing need to have a closer eye on each activity; robust GPS tracking could be a possibility here. Handling a field force without technology is not only beyond the bounds of possibilities but unintelligent as well.

No matter how big or small your team is, managing and monitoring it, effectively, is difficult. And helping them do their job better is undoubtedly a big challenge. One of the key things about managing a field force is enabling them to do their jobs better.


Why is GPS tracking important and its challenges?

Regardless of the context of your business and operations – a core pillar of a field force is and will always be their coverage of a set of locations. These locations take many forms – in FMCG and Consumer Durable space – they’re retailers, in Pharma – they’re chemists and doctors, in BFSI – they’re customers themselves; in all of these contexts – GPS based location tracking of your field force can be a gamechanger.

GPS tracking allows you to know, firstly, that the person was essentially there where they were supposed/needed to be. Secondly, through an additional layer of timestamps – you can solve for tracking key aspects like…

  • Attendance surety
  • Presence Hygiene
  • Facetime with the customer
  • Actual & timely coverage of the beat plan


With BeatRoute, GPS based coverage by your team and tracking and monitoring it, not only gets tremendously effective, but is also further enhanced with supporting features that makes it very powerful.

BeatRoute has made offline sync a part of the everyday reality now with the much-anticipated advent of tools. Poor or even no connectivity, won’t be able to hamper the work of your ground team. This not only enables you to eradicate the chances of hearing to excuses, but also your team members will have the satisfaction that their work will be worth the effort, and won’t go unnoticed.The moment a person creates a customer or a retailer the picture is geotagged. The GPS gets stored locally on the mobile and the moment they get connectivity, it gets synced to the server and the owner can see it.

It is sure to bother, even the most subordinate member of your team, that a tracker like this might hinder their privacy. But with BeatRoute you can be sure that a lot of thought is put into the slightest of the details. Keeping that in mind our tracker is so designed that the privacy of a worker, stays completely intact but whenever an action is done on the app, his/her timestamp & GPS is captured. Thus, BeatRoute empowers your team with a digital footprint and captures it when required without risking their privacy, at all times.

Once assured of the fact that the team is actually moving, what concerns the sales managers is the quality of the work done on the ground. It is practically not possible to go everywhere that your product is, and that is the reason you have a field force, isn’t it? But what if your ground team is not doing effective interactions and you keep missing out on important sales/ non-sales transactions.

With BeatRoute, we assure you- you’re covered for challenges, even those that you haven’t even thought exists.

With us, you will be assured that discipline in the field coverage is happening and you hold a bird’s eye view of each aspect of it. BeatRoute works with zero or poor connectivity, and is a great support for large team maneuvers and integrates sales managers with their field team. In a nutshell, BeatRoute is the go-to solution when it comes to effectively handling one’s team.
Any other questions before you change the way and get to the top? Write to us at  sales@vwBeatRoute.com and we will clear all your doubts before you begin your new journey. Apart from this BeatRoute can help you with visual merchandising, maximize your orders and is a One Stop Solution to all BFSI Woes.

Demand-Pull V/S Stock-Push

What’s your strategy to drive sales and get the maximum out of your potential product!!


1) Stock-Push with Distributors
On one side practitioners continue to focus on stock-push with distributors by offering margins, schemes and promotions. This has worked traditionally on the belief that if your business partners has stake in it, he will go ahead and replenish at existing retailers and find new retailers continuously. Challenge however remains that often a distributor does not have the knowledge base on what is the exact potential of a territory and its demographics. The question is should you consider your distributors as link in the supply chain or sellers of your product. I will tend to believe it just the former.


2) Demand-Pull with Consumers
No. I am not talking about advertisements. I am talking about product displays at MRF or GT stores. I am talking about having own sales team that reliably visits a retailer and keeps a tab on visual merchandizing and stock levels. I am talking about investing in territory penetration by continuously analyzing a territory and having own sales team invest time in territory penetration. Demand-pull is about ensuring your products are well represented to consumers when they walk into a store.

Comments from Senior Industry Professionals on this blog….

Chintamani Kale (See LinkedIn Profile)
Sales Manager at PKM FOODS Pune
There are different ways to look at it. Also important is the type of industry & products you are in. If the product category is established & you want take share of the shelf space you can go for Push. But the same may not work with limited shelf life products such as food or new concept products.
It really depend on the type of product & type of market you are in…

KK Bhan (See LinkedIn Profile)
Experienced Sr Operations Professional
Most of the marketing managers always push the products and believe in the theory of ” Maal Thok Do ” but seldom do they realize that a consumer may be pushed to buy the product on a one off basis but won’t return back if there is no pull or demand for that particular product.
On the other hand if there is a demand of other product , consumers go and seek that product. Now one may argue theories of visibility, shelf availability etc etc….the products may be visible but if people don’t like them they will result in non-moving inventory .
Again most companies focus on primaries and sales nos based upon product pushed to retail stores but if the same is not getting translated into retail sales , how can you push the next lot.
Hence I always believe in creating a pull for your product rather than push …yes of course you need to create brand awareness, product awareness and must create proper visibility of the same as well.

I have enormous PRACTICAL examples to demonstrate above which I have observed during my career.

Chironmoy Chatterjee (See LinkedIn Profile)
Chief Operating Officer at Perfetti Van Melle Sri Lanka
Stock Push is no longer possible in today’s context , Stockists and Distributor cannot be treated as agents of the companies, they have to be treated as customers, Primary sales have to be based on Secondary sales with a fixed closing stock norm. A Large Multinational company had to suffer, by pushing primary sales their distributors started leaving them, and today they have changed their way of working, today they have no concept of primary sales and only stocks that are sold is replenished.
But for the retailer both push and pull are required, push to block competition and pull so that the stocks given is sold off.

KK Bhan (See LinkedIn Profile)
Experienced Sr Operations Professional
Well said Mr Chatterjee, companies should abolish the term Primary sales and report Secondaries only as authentic numbers since rest is just an inventory in the system. We should also teach the same to new young sales personnel and accountants . BTW not one, I know many large FMCG companies suffering by this mess of primary reporting and showing inflated numbers as sales figures , where in actual sales had never happened.
Placing product on retail should not be termed as push but just a shelf filling exercise or stock replenishment activity and the same needs to be highly efficient , which is part of supply chain function not sales.

Tanmoy Panda (See LinkedIn Profile)
RSM – VLCC Personal Care
I totally agree with u Chironmoy Sir . Stock push was a strategy which has become old and almost obsolete . But they still r being followed at different sectors even today but with no huge success but landing in a mess . Today’s Distribution business is being driven by Business minded , young and well educated people and the success of Companies depends on how well they treat their Channel Partners by showing them the way forward aligned to Company’s vision . The whole cycle has to be driven based on Secondary Sales with Closing Stock norms based on location , category of town and seasonality . More focus needs to be given to the Second Strategy – The Demand-Pull Strategy – by ways of Merchandising , Shelf hiring . Push Strategy at Retail level works mostly for seasonal products for blocking competition and with low Brand loyalty products . Continue reading Demand-Pull V/S Stock-Push