Customer story · Nomadia Territory Manager · Geomarketing & sectorization
FDJ goes from a full day to 30 seconds per sectorization scenario and manages 30,000 outlets with Nomadia Territory Manager
For a while we worked in a fairly old-fashioned way, using Excel files and maps — often on Google Maps and sometimes on paper. Given the number of parameters to juggle, it was both slow and complicated — and all the more time-consuming because we practically had to start from scratch if one of the parameters changed. So we decided to look for a specialized tool for on-demand, multi-criteria portfolio optimization and balancing.
La Française des Jeux manages a network of 30,000 outlets — bars, tobacconists, and newsstands — spread across more than 11,000 towns and cities. Organized into 3 Regional Divisions and 52 local branches, FDJ's sales force develops and supports these outlets on a daily basis. Since 2014, a deep transformation of the commercial and logistics organization has led FDJ to overhaul its entire approach to sales territories.
A Nomadia partnership built to last — since 2007
FDJ turns to Nomadia for geomarketing and commercial mapping work — the first step in a relationship that will last more than 19 years.
As part of a complete overhaul of its commercial and logistics organization, FDJ selects Territory Manager after a successful pilot period — to manage multi-criteria optimization of its sales portfolios.
A central team of 4 experts provides FDJ's branches with an on-demand portfolio optimization service — continuously capturing each branch's specific criteria within the tool.
Platinum/Gold/Silver/Bronze segmentation — at the heart of the sectorization logic
Very high-potential outlets — visited 4× more often than a Bronze outlet
High-potential outlets — high visit frequency
Mid-potential outlets — regular follow-up
Standard-potential outlets — baseline visit frequency
Building a scenario to rebalance sales portfolios took at least a full day — juggling Excel files, Google Maps, and sometimes paper maps all at once. And if a parameter changed, or the branch wasn't happy with the proposal, practically everything had to start over from scratch. A slow, time-consuming process, prone to errors, and totally incompatible with the responsiveness expected by the 52 branches.
Rather than training every branch to use Territory Manager, FDJ chose to build a central team of 4 experts able to handle all requests. This organization makes it possible to capture each branch's specific criteria within the tool, ensure sectorization consistency nationwide, and produce simulations on demand — complete with mapping and Excel export — in timeframes that bear no resemblance to the previous manual approach.
Anaïs Combes's benefits — after 2 years of use
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1Enormous time savings — 1 day becomes 30 seconds per scenario
The number-one benefit Anaïs Combes points to is unambiguous: the time saved. Going from a minimum of one day to 30 seconds per sectorization scenario represents a thousandfold increase in processing capacity. The team can now respond to branches' needs in real time, test as many hypotheses as needed, and deliver validated scenarios within a single meeting — where it used to take several days of back and forth.
The time saved is simply enormous! — Anaïs Combes -
2Greater relevance of sectorizations — fewer back-and-forths with branches
The quality of the scenarios Territory Manager produces is markedly higher than manually built ones. The tool simultaneously factors in every weighting criterion — Platinum/Gold/Silver/Bronze segmentation, visit frequencies, sales rep locations, portfolio balancing — with no oversight or human error. Branches receive coherent proposals right from the start, drastically reducing the number of revisions needed.
There's much less back and forth with the branches now. — Anaïs Combes -
3Organizational agility — turning a hypothesis into a scenario in moments
For an organization in constant transformation like FDJ, the ability to quickly simulate the impact of an organizational change is invaluable. Closing a branch, redefining a sector, integrating a new strategic outlet — every hypothesis can be tested in seconds in Territory Manager, letting management make informed decisions backed by mapped data.
Territory Manager makes it possible to quickly translate hypotheses and simulations related to the commercial organization. It's a real gain in agility for the organization. — Anaïs Combes -
4Ease of use and quick autonomy — effective training, responsive support
Anaïs Combes highlights how quickly she got up to speed with Territory Manager after training — a crucial point for a tool used in daily production. She also notes the responsiveness and quality of Nomadia's support whenever specific needs arise. This combination of ease of use and support partly explains why the FDJ-Nomadia relationship has lasted since 2007 and keeps deepening.
It's genuinely an easy tool to use that avoids weighting errors or simple oversights. After training, I quickly became autonomous. Nomadia's support has always been very responsive. — Anaïs Combes
Nomadia Territory Manager — the agility engine behind FDJ's sales force
The most dramatic time-based KPI in the whole series — every sectorization scenario that used to take a day is now generated in 30 seconds.
France's largest distribution network managed with precision — multi-criteria segmentation, portfolio balancing, geographic consistency.
Hypotheses tested in seconds, scenarios delivered in a meeting — FDJ makes sales organization decisions backed by precise, instant mapped data.
Since 2007, Nomadia has supported FDJ through its transformation — geomarketing, mapping, and now sales sectorization. The length of the relationship says it all about the trust involved.
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The solution FDJ chose to go from 1 day to 30 seconds per scenario — and manage 30,000 outlets with agility.
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