Customer Story · Nomadia Field Sales
Campari Group structures its sales force across 3 channels with an agile, ergonomic specialist CRM — Nomadia Field Sales
Campari Group: Iconic Brands to Defend Across Three Sales Channels
Campari Group is one of the most iconic global players in the spirits sector. Present in more than 190 countries, the group owns a portfolio of brands known the world over: Aperol, Campari, Grand Marnier, Wild Turkey and many more. In the UK, as in all its markets, the performance of Campari brands is won in the field — on mass retail shelves, in bars and restaurants, and on e-commerce platforms.
To maintain and grow its position in this dynamic, demanding and competitive environment, Campari Group's National Sales Management needs tools that simplify daily tasks for field teams, improve visit preparation and ensure optimal management across each channel. This is what led Campari Group to choose Nomadia Field Sales to drive its commercial digital transformation.
In the spirits world, brand awareness alone is not enough to guarantee shelf presence or an on-trade listing. It is the quality of field commercial execution — visibility, placement, activation — that makes the difference between a brand that performs and one that loses ground. Nomadia Field Sales gives Campari's sales reps the tools to win that battle, visit by visit.
Three Channels, Three Commercial Logics, One Single Tool
The complexity of Campari's sales force stems from its simultaneous presence across three channels with radically different logics. A generic CRM cannot absorb this complexity — a specialist tool that adapts to it is needed:
Supermarkets and hypermarkets. Challenges around shelf presence, facings, promotions, end-of-aisle display visibility and compliance with merchandising plans.
Cafés, hotels, restaurants. Personalised commercial relationships, premium spirits placement on menus, bar activations and team training.
Online platforms, pure players and click-and-collect. Monitoring product listings, product pages, digital promotions and online sales performance.
What Campari Was Looking For — and What Nomadia Field Sales Delivers
Specialist CRM vs Generic CRM: Why the Difference Matters
- Designed for all industries, optimised for none
- No management of Mass Retail / On-trade / E-commerce channels
- Rigid, non-adaptable customer segmentation
- Manual or absent visit planning
- Standardised reports ill-suited to field commercial KPIs
- Difficult adoption by field sales forces
- Designed specifically for field sales forces
- Multi-channel: Mass Retail, On-trade and E-commerce in one tool
- Advanced customer segmentation and intelligent portfolio
- AI-powered automated route planning
- Commercial KPIs and field performance-oriented reporting
- Intuitive interface: fast, frictionless adoption
Tailored to our needs. The Nomadia Field Sales solution is intuitive and gives us great flexibility, while being ergonomic.
The 4 Key Benefits Observed by Campari Group
Sales reps plan their days, prioritise their visits and access all essential information in one place. Less admin, more real commercial time.
The intuitive interface and simplicity of Nomadia Field Sales accelerate adoption by field teams. Digital transformation progresses without friction or resistance to change.
Managers have a consolidated view of activity, objectives achieved and opportunities detected. Information feeds through instantly to adjust priorities in real time.
Reliable indicators, automated reporting: the commercial management analyses performance, guides strategies and aligns objectives with execution across Mass Retail, On-trade and E-commerce.
Detailed Benefits for Campari Group
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A Commercial Organisation Structured Across 3 Channels Simultaneously
Campari's main complexity lies in simultaneously managing three distinct commercial logics. Nomadia Field Sales unifies this complexity in a single tool, enabling each sales rep to switch from one channel to another with the right tools, the right KPIs and the right visit journeys — without changing application or way of working.
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Transformed Visit Preparation: The Sales Rep Arrives Ready
Before Nomadia Field Sales, preparing a commercial visit represented a significant administrative burden. Today, the sales rep arrives at the POS with the account history, visit objectives, active promotions on their brands and the trade activities to check — all available in seconds from their mobile device.
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Flexibility and Ergonomics: Words That Hide a Strategic Benefit
Olivier Martinie's quote is brief but decisive: "Tailored to our needs. Intuitive. Flexible. Ergonomic." In the world of sales force CRMs, these words mean one concrete thing: sales reps actually use the tool. An unused CRM has no value — an adopted CRM transforms commercial performance.
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Complete Visibility for Managers and the National Sales Management
Campari's commercial management now has a consolidated, real-time view of field activity. Across all three channels, indicators feed through automatically — enabling rapid identification of underperforming areas, deployment of corrective action plans and priority adjustments without waiting for end-of-week reports.
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Strengthened Field Execution Quality Across Mass Retail, On-trade and E-commerce
Campari product visibility at point of sale, the quality of on-trade negotiations and the consistency of product pages on e-commerce platforms all improve structurally. Each sales rep has the tools to measure execution in real time, identify gaps against merchandising plans and immediately flag opportunities detected in the field.
In-depth knowledge of mass retail challenges and new digital sales channels.
Understanding of the field challenges specific to national sales management in major accounts.
Ability to combine technological innovation, product agility and responsive operational support.
A partner invested in project success — not just a software vendor.
A Sales Force Augmented by Technology
Campari Group demonstrates that a specialist sales force CRM is an indispensable lever for maintaining and growing its position in a market where competitiveness depends on execution speed and the quality of customer relationships. With Nomadia Field Sales, the group optimises its operations, reduces the complexity of daily tasks and puts technology at the service of field commercial performance — across all three channels simultaneously.
Aperol, Campari, Grand Marnier: each brand benefits from optimal field execution across its three distribution channels.
Instant reporting, real-time priority adjustment: Campari responds faster to opportunities and competitive threats.
Ergonomic, flexible, tailored to needs: Campari's sales reps genuinely use the tool — and commercial performance improves as a result.
Discover Nomadia Field Sales
The agile, ergonomic specialist CRM that structures your sales force across all channels — like Campari Group.
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