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Why Choose a Vertical CRM for Your FMCG Sales Force?

17/08/2026
09:47

reading time : 2 min

Lucie Monnot

Content Marketing Manager

B&B Market’s SOLVNet solution for large-scale retail is a vertical CRM specifically designed to deliver a fast return on investment, greater sustainability and excellent reliability.

With SOLVNet, your CRM scope will never be limited, regardless of how your business evolves. It is a future-proof solution.

A vertical CRM

The commercial efficiency of your sales force depends primarily on the reliability and relevance of the tools made available to it.

As a leader in FMCG CRM solutions, B&B Market draws on its experience through field studies and support for large-scale retail sales teams. It provides expert advice to help you manage your sales force effectively and align your national strategy with local market offerings.

A vertical CRM is a solution designed for a specific professional activity or business sector.

Unlike a horizontal or cross-functional CRM, which is a general-purpose solution, a vertical CRM is specifically tailored to the rigorous and precise requirements of the fast-moving consumer goods and large-scale retail sectors.

Today, the market is dominated by a large majority of cross-functional CRM solutions. These solutions have several disadvantages:

An excessive number of cross-functional and generic features that can be used by everyone. Your sales force may become disoriented by a wide range of features that are not relevant to its day-to-day work.
A solution that is not targeted or sufficiently adapted to the activities of an FMCG sales force.

Territory managers are often reluctant to use these types of tools because they make their work more burdensome and are complex to use on a daily basis.

Between document searches, collecting information at points of sale, including presence audits, equipment orders and promotional displays, sending information back to headquarters, writing visit reports, attending regional meetings and participating in field coaching sessions, the amount of time territory managers can devote to selling is limited.

According to a B&B Market study, 50% of territory managers’ time is not devoted to field business activities. This efficiency ratio is directly affected by heavy administrative tasks.

Your sales force may therefore struggle to see the genuine added value of a CRM that is too administrative and not sufficiently focused on commercial performance.

To convince your sales force to use a CRM, the solution must provide an additional benefit in their day-to-day work.

The commercial, social and legislative environment in large-scale retail and the fast-moving consumer goods sector is constantly changing.

For this reason, we favor a standard industry-specific solution that can become operational quickly, has proven reliability and stability, and provides access to technical and functional developments at a lower cost.

It also requires fewer interfaces and is easier to maintain alongside other information systems, including ERP, invoicing and order management systems.

What is the objective?

A vertical CRM solution makes it possible to redefine your sales force’s tasks.

Because its functional coverage is broad, including action prioritization through relevant KPIs, visual alerts and visit preparation support to avoid unproductive visits, unnecessary work is reduced or eliminated.

Sales representatives can refocus on customer relationships and return to appointments at points of sale.

An industry-specific SFA CRM solution specialized in the large-scale retail sector requires considerably less adaptation than a generic CRM. It already understands the main levers used by an FMCG sales force, including numeric distribution, PDL, promotions and assortments.

This results in:

Easier configuration.
Management rules, user experience and data models that are better adapted to the sector.
No need for custom development.
Easier and faster integration.

Frequently Asked Questions

FAQ – The Most Frequently Asked Questions About Nomadia

Why Choose Nomadia?

As France’s leading publisher of Smart Mobility SaaS solutions, Nomadia supports more than 175,000 field professionals every day. Our solutions are easy to use, quick to deploy, and deliver significant and immediate return on investment.

Drawing on the expertise of both a software publisher-integrator and a consulting firm, Nomadia’s teams provide tailored support, from data consulting to the deployment of mobile devices. Finally, our technical support team is available 24/7 to assist you.

Who Are Nomadia Solutions Designed For?

Nomadia solutions support the digital transformation of all mobile professionals: field sales representatives, delivery drivers, technicians, auditors, healthcare workers, inspectors, service providers, security patrol officers, experts, and more.

Whether for SMEs or large enterprises, our solutions adapt to businesses of all sizes and across all industries.

How Much Does It Cost?

Nomadia Delivery offers transparent and flexible pricing, which primarily depends on the number of users (for example, planners and dispatchers) rather than a fixed cost per parcel.

Thanks to this model, you can control your delivery costs based on the number of resources (users) involved in route management, providing great flexibility to adjust your subscription according to the size of your fleet and your operational needs.

Is It Compatible with My Current ERP System?

Yes! Nomadia Delivery has been designed to integrate quickly and easily into your existing environment thanks to our powerful and secure APIs. Our solution is compatible with most ERP systems on the market. API integration enables the automatic synchronization of your transport orders, customer orders, and customer information, ensuring smooth and error-free delivery tracking. The solution also offers user-friendly import capabilities with data validation controls, as well as export options in multiple customizable formats.

Is It Suitable for Our Delivery Volume?

Yes, Nomadia Delivery is ideal for companies that manage a high volume of deliveries and want to optimize their routes, create balanced territories for their drivers, and ensure precise tracking of every parcel. Nomadia Delivery adapts to fleets of all sizes!

Can Multiple Warehouses or Depots Be Managed?

Yes, our solution allows you to manage multiple warehouses or depots. It centralizes data and optimizes routes or service operations for each of them.

Is There a Limit to the Number of Stops in Route Optimizations?

No, there is no strict limit to the number of stops in route optimizations. Our solution can handle large volumes of stops and quickly calculate optimized routes.

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