Customer Story · Nomadia Field Sales
Carambar & Co structures and digitalises its mass retail sales force with Nomadia Field Sales:
the best CRM deployment in 23 years of experience
Agile. User-friendly. Structured. Connected.
The best CRM deployment experienced in 23 years of career.
Deployed rapidly, adapted to field needs without rigidity
Intuitive interface immediately adopted by the teams
Entire mass retail sales force harmonised and organised
Head office and field aligned in real time on the same data
Carambar & Co: iconic brands won shelf by shelf in mass retail
Carambar & Co is the iconic player in the confectionery market in France, known and recognised by millions of consumers. With a portfolio of iconic brands — Carambar, Krema, Lutti, La Pie Qui Chante, Terry's Chocolate Orange — the company operates in a highly competitive sector where in-store presence is strategic.
To meet distributor expectations, maximise product visibility and ensure flawless in-store execution, the National Sales Management must rely on a perfectly organised and well-equipped field sales force. That is the structural challenge Hélène Riboulleau chose to address with Nomadia Field Sales.
In the confectionery mass retail universe, brand awareness alone is not enough to secure shelf space or drive sales through the till. It is the field sales reps — armed with the right tool — who maintain and grow the presence of these brands across France's 35,000 points of sale.
The 3 key challenges of the mass retail sales force
The 4 benefits of Nomadia Field Sales for Carambar & Co
Intuitive interface and role-specific features — teams have a single tool to plan visits, organise routes and access all customer and product information.
Simplified visit preparation, streamlined KPI tracking, instant field reporting. Real-time visibility of activities to quickly adjust priorities and seize opportunities.
Smooth collaboration between managers, sales managers and field reps. Simplified communication, instant dissemination of directives, alignment between strategic objectives and in-store execution.
The user-friendliness and ease of use immediately won over the sales reps. A tool that is genuinely used, creates value at every visit — and that the NSD describes as the best CRM deployment in 23 years.
Detailed benefits for Carambar & Co
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A sales force finally structured around a single tool
Before Nomadia Field Sales, Carambar & Co's field reps managed their activity with disparate tools. Implementing a CRM purpose-built for mass retail sales forces unified practices, harmonised visit preparation and gave every sales rep a shared reference point — objectives, customer history, merchandising plans, commercial terms — accessible from a single screen.
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Better-prepared visits, more effective reps in-store
Visit preparation is no longer improvised. Nomadia Field Sales centralises all the necessary information before each appointment: account history, visit objectives, current promotions, latest field reports. The rep arrives prepared, informed and focused on selling — not on organising their day.
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Real-time management for the National Sales Director
Hélène Riboulleau now has a consolidated real-time view of field activity: number of visits completed, objectives achieved by rep and by area, opportunities identified, anomalies detected. Managerial responsiveness is transformed — decisions are made on fresh data, not on reports delayed by a week.
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Head office and field finally connected — the end of information silos
One of the constant challenges for national sales directors in mass retail is the alignment between head office strategy and actual in-store execution. Nomadia Field Sales eliminates silos: commercial directives, promotional plans and period objectives are transmitted instantly to field reps, and field feedback flows back in real time to head office. Connectivity that mechanically improves execution quality.
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The best CRM deployment in 23 years — an unprecedented level of adoption
Hélène Riboulleau's quote speaks for itself: "The best CRM deployment experienced in 23 years of career." This judgement sums up everything a successful CRM project represents — a solution adapted to genuine business needs, deployed with agility, adopted without friction by field teams, and generating measurable value from the very first weeks. At Carambar & Co, this trifecta was achieved.
As Carambar & Co has experienced first-hand, Nomadia Field Sales is not just a data-entry tool: it is a complete platform to plan, execute and manage in-store actions. Less time on repetitive administrative tasks, more time devoted to customer relationships, commercial negotiation and the field execution that makes the difference on mass retail shelves.
A commercial transformation driven by a trusted partner
Carambar, Krema, Lutti: each brand benefits from optimal field execution — visibility, shelf facings and in-store promotions tracked more effectively visit after visit.
23 years of NSD career — and this is the best deployment ever experienced. A standard of excellence that Nomadia strives to replicate for every client.
Head office and field finally speak the same language, share the same data and work towards the same objectives — in real time.
Agile, user-friendly, structured, connected — the CRM that transforms your field sales force, just like Carambar & Co.
Our consultants analyse your mass retail challenges and offer you a personalised demonstration of Nomadia Field Sales.
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