Customer Story · Nomadia Field Sales
Danone digitalises its mass retail sales force and boosts field sales performance with Nomadia Field Sales
Danone: Mass Retail Sales Performance, a Strategic Daily Challenge
World leader in dairy products, beverages and specialised nutrition, Danone stands as a key player in the fast-moving consumer goods universe. Present in virtually all mass retail stores, the group faces a demanding field reality: maintaining optimal shelf presence, ensuring product availability and guaranteeing the execution of promotional campaigns in a market where competition is intense and purchasing behaviours evolve rapidly.
For its national sales management team, every sales visit must be optimised — each sales rep must be in the right place, at the right time, with the right information. This ambition led Danone to select Nomadia Field Sales — and to fundamentally transform its field sales strategy.
In mass retail, commercial performance is not built at head office alone. It is built shelf by shelf, store by store, visit by visit. Shelf share, promotional visibility, stock availability in facing: these are indicators measured in the field, in real time, that require a perfectly organised, well-informed and agile sales force.
The Challenges of Danone's National Sales Management
- Maximising the efficiency of field visits in mass retail: with hundreds of points of sale to cover across the country, each sales rep must target the right stores, in the right order, to maximise the impact of every journey.
- Prioritising strategic points of sale: not all stores have the same commercial potential. The sales force must focus its energy on the highest-stakes POS — without missing opportunities in secondary areas.
- Improving commercial coverage while optimising costs: increase the number of visits per sales rep per day while reducing kilometres driven and unnecessary travel time.
- Guaranteeing perfect in-store execution: visibility, promotions, stock, facings — each sales rep must check and correct execution indicators at every visited POS, with instant reporting to head office.
- Streamlining HQ-field coordination: head office commercial decisions (product launch, promotional campaign, resource reallocation) must translate instantly into field actions, with no delay or loss of information.
Nomadia Field Sales: The Complete Optimised Sales Visit Cycle
Nomadia Field Sales covers the entire sales visit cycle, from route planning through to automated reporting, including in-store visit management:
Optimisation algorithms that calculate the best sales routes based on POS priorities, visit frequency and team location.
Full mobile access to the complete POS history, pricing conditions, assortments and previous visit results — no HQ connection required.
Personalised visit checklists, shelf audits, aisle photos, order entry and out-of-stock reporting — all from the mobile app.
Visit reports generated automatically and transmitted instantly to head office — less time on admin, more time selling.
Each sales rep tracks their visit objectives, Numeric Distribution (ND) and weighted ND targets in real time — adjusting priorities without waiting for a weekly report.
Centralised deployment and tracking of promotional campaigns across all POS — the national sales management monitors field execution in real time.
Nomadia Field Sales' intelligent AI planning enables Danone's national sales management to allocate commercial resources optimally. The AI automatically prioritises points of sale based on their potential, performance history and ongoing campaigns. It builds geographically coherent routes that maximise the number of visits per sales rep per day — without sacrificing the quality of each interaction.
A Transformed HQ-Field Coordination
- Full real-time visibility of field activity
- Centralised management of campaigns and promotions
- Precise KPI and objective tracking per team
- Optimal allocation of commercial resources
- Instant field information reporting
- AI-optimised routes — less driving, more visits
- CRM data available on mobile, offline
- Personal objectives visible and tracked in real time
- Automatic visit reports — end of manual data entry
- Clear priorities, updated according to HQ directives
In-store Execution: The Core of the Mass Retail Sales Rep Role
Immediate reporting of out-of-stocks and missing facings — automatic alert to head office for replenishment.
Verification and implementation of promotional displays — geotagged photos to support head office validation.
Measuring shelf share and verifying product positioning against Danone's merchandising plans.
Pricing, assortment extensions, activations: the sales rep negotiates using real-time CRM data available on their device.
Shelf photos integrated into the visit report — automatic execution documentation for quality follow-up.
Benefits Observed by Danone
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A More Efficient Sales Force: More Visits, Less Driving
AI route planning enables Danone's sales reps to complete more visits in a single day by reducing travel time between points of sale. Commercial coverage improves mechanically: more POS visited with the same headcount, more sales opportunities generated.
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Faster Decisions Thanks to Mobile CRM and Automated Reporting
Sales reps stop spending time manually entering visit reports. Nomadia Field Sales automatically generates summaries and transmits them instantly to head office. This recovered time is reinvested in selling, negotiating and building customer relationships — where real commercial value is created.
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Intelligent Prioritisation of Strategic Points of Sale
Danone's national sales management can now drive POS prioritisation at national scale: sales reps visit the highest-potential stores first, based on objective, up-to-date criteria — revenue, history, ongoing campaigns. No more guesswork, no more missed opportunities.
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Optimised In-store Execution, Manageable from Head Office
Product availability, promotional displays, merchandising plan compliance: head office can monitor field execution in real time across the entire POS portfolio. Gaps are detected quickly, corrections deployed immediately through the field reps' application.
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Better Resource Allocation and Performance Management
The national sales management has full visibility of each sales rep's activity, every region and every campaign. Commercial resource allocation becomes strategic: under-covered areas are identified, over-performing sectors are recognised, and action plans are deployed in a few clicks.
A Transformation Driver for FMCG Leaders
For Danone, Nomadia Field Sales represents far more than a mobile CRM tool. It is a commercial transformation driver that digitalises the entire sales force value chain — from route planning to performance indicator management — in a mass retail market where every competitive advantage counts.
More visits, better targeted, better executed: each sales rep generates more value in the same working day.
Instant reporting, centralised management, faster decisions: head office and the field finally operate in true synchronisation.
Product availability, promotional execution, shelf share: Danone reinforces its competitiveness shelf by shelf.
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The solution that digitalises your field sales force and boosts your mass retail commercial performance — like Danone.
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