Customer Story · Nomadia Field Sales
Lesieur structures its 65 field sales reps around a 360° customer view and a digital sales book with Nomadia Field Sales
Lesieur: Iconic Brands Won Shelf by Shelf
A long-standing player in the French FMCG sector, Lesieur markets oils, sauces and condiments that occupy a prime position on mass retail shelves. Emblematic brands, strong consumer awareness — but a store presence that must be won and defended visit by visit, rep by rep.
With a team of 65 field sales reps spread across the country, the National Sales Management led by Romain Cloff faced a structural challenge: modernise tools, standardise practices and create the conditions for measurable and manageable commercial performance at every level of the organisation — from the local sales rep to the national director.
Visibility in mass retail cannot be left to chance. For brands so embedded in everyday life, every facing, every promotion and every product listing counts. Lesieur's sales force is the guarantor of this presence — and Nomadia Field Sales is the tool that organises, structures and makes it measurable.
The 4 Objectives of the National Sales Management
Results Achieved After Deployment
Nomadia Field Sales: The Sales Force CRM Built for Mass Retail
Lesieur chose Nomadia Field Sales, the reference sales force CRM for field teams in the consumer goods sector. Deployed across 65 sales reps, the solution covers the entire sales cycle — from visit preparation through to reporting — in a single tool, accessible online and offline.
No more paper notebooks, printed PDFs or outdated Excel files. With Nomadia Field Sales, every Lesieur sales rep has a digital sales book, always synchronised and always up-to-date — containing everything needed to sell effectively in store, whether in a connected area or not.
History, objectives, orders, field feedback — all POS data centralised in a single profile, accessible on mobile.
Personalised POS visit recommendations, optimised route plans and intelligent portfolio management based on priorities set by the National Sales Management.
Product sheets, promotions, sales pitches and pricing conditions accessible offline — the rep is always ready, regardless of network coverage.
Field data collected in store and transmitted instantly to head office upon reconnection — data reliability and freshness guaranteed.
Consolidated performance indicators shared with managers in real time — from the field rep to the national director, each level has its own view.
Nomadia Field Sales integrates seamlessly into Lesieur's existing ecosystem without process overhaul or disruption to tools already in place.
A Field-First Solution: Online AND Offline
On mass retail floors, network connectivity is not always guaranteed. Nomadia Field Sales is designed to work online and offline — a crucial advantage for sales reps working in low-coverage areas, warehouses or back-of-store stockrooms without a signal:
- Customer data and objectives synchronised in real time
- Field data transmitted instantly to head office
- Promotions and NSM instructions updated live
- Performance indicators refreshed after every visit
- All customer data available without connection
- Digital sales book, product sheets and pitches accessible
- Visit reports entered locally
- Automatic sync when back in a covered area
Benefits Observed by Lesieur
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More Points of Sale Visited Thanks to Optimised Routes
By structuring visit journeys according to POS priorities and geography, Nomadia Field Sales enables each sales rep to complete more visits in a single day. Field coverage improves mechanically — and with it, Lesieur brand presence on mass retail shelves across the country.
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Significant Time Savings Reinvested in Selling
Less time spent searching for information, manually entering reports or reconstructing a customer's history. The sales rep arrives at the store prepared, with all data to hand, and leaves with a report generated in seconds. This recovered time is reinvested in customer relationships and negotiation — where performance is really won.
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Better In-store Execution Quality
Follow-up on trade activities, promotions and product placements improves structurally. Each sales rep has a tailored visit checklist for the POS, a history of past actions and execution objectives to achieve. Managers can measure execution quality at every store and act quickly when a gap is identified.
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Precise Objective Tracking and Faster Management Responsiveness
Romain Cloff's National Sales Management now has a consolidated, real-time view of the performance of all 65 sales reps. Indicators feed up automatically, alerts are immediate, and decisions are made based on fresh data rather than week-old reports.
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Strong Field Team Adoption: Simplicity and Rich Features
This is the often-underestimated but decisive benefit: Nomadia Field Sales won over Lesieur's 65 sales reps through its ease of use and the richness of its features. Adoption was rapid, with no resistance and no extensive training required. A tool that sales reps genuinely use because it helps them — not because it was forced upon them.
A CRM tool only has value if sales reps actually use it. At Lesieur, strong field team adoption is cited as one of the most significant outcomes of the deployment. The simplicity of the interface, offline availability and the wealth of information accessible on mobile convinced all 65 sales reps within the first weeks of use — an exceptional adoption rate in a sector where CRM tools are often poorly received by field sales forces.
A Competitive Lever for Consumer Goods Players
From field rep to National Sales Director: all management levels share the same data, in real time, from a single tool.
Ease of use + offline mode: Lesieur's 65 reps actually use the tool — a CRM that creates value rather than an administrative burden.
More POS visited, better executed: Lesieur brands gain shelf visibility, product availability and promotional display quality.
Discover Nomadia Field Sales
The CRM that wins over field sales reps and that National Sales Directors swear by — like Lesieur and its 65 reps.
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