The challenge of selling in the traditional channel
Imagine this: your boss gives you the task to increase sales to each of your customers (you have 300 customers) but you only have five minutes to convince them. By the way, do not assume that your customers will give you their full attention during those five minutes or that you will be sitting in a comfortable room showing some slides; your customer is likely to be doing something else while you are there and you may be talking to her from the street through a window. You only have your smartphone. What would you do?
This is the challenge faced by the PepsiCo Foods salesforce and distributors in Colombia every week when visiting its more than 300,000 traditional trade customer. The way we are addressing this challenge is by making our salesforce's smartphones really smart through machine learning and artificial intelligence (Al) algorithms that leverage our existing data.
After several years of gaining share of market and becoming the leader in the macrosnacks industry, the PepsiCo Foods management team realized that in order to continue its successful path new opportunities of growth needed to be found. However the usual sources of data (internal sales, market audits, etc.) in isolation provided no new insight on how to capitalize new sources of growth.