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Customer Story · Nomadia Field Sales · FMCG & Snacking
Mondelez International achieves +20% productive visits and optimises field execution with Nomadia Field Sales
Thanks to AI-powered route planning, Mondelez sales reps spend more time selling and less time driving — with a direct, measurable impact on commercial performance.
In consumer goods, brand awareness alone does not secure shelf space. It is the field sales force — and the quality of its execution visit after visit — that determines product visibility, merchandising compliance and the performance of promotional activities.
The 3 daily challenges of a world-class FMCG sales force
The global leader in snacking, Mondelez operates in markets where in-store execution makes the difference. With a dense network of mass retail POS, the company needed to overcome three major operational challenges to maintain and strengthen its competitive advantage:
AI-powered route optimisation is the engine behind Mondelez's +20% productive visits. Nomadia's AI algorithms don't simply calculate the shortest route — they simultaneously factor in commercial priorities, geographical constraints, visit frequency targets and POS potential to generate a route plan that maximises value created in every field day.
The Nomadia Field Sales platform deployed at Mondelez
AI algorithms compute optimal itineraries factoring in priorities, geographical constraints and commercial objectives for each territory.
✦ AI-poweredAll customer data accessible on the go: history, objectives, assortment, commercial terms — from smartphone, even offline.
Sales management has an accurate, up-to-date view of field activity to steer performance and continuously adjust strategy.
Automated tracking of trade marketing operations and in-store merchandising compliance — a critical feature for brands with major mass retail presence.
✦ FMCG-specificFor brands like Milka, Oreo or LU, in-store execution is a daily battle. Merchandising compliance — planogram adherence, correct promotional displays, shelf facing verification — must be checked at every visit and reported instantly to the trade marketing team. Nomadia Field Sales natively integrates these FMCG features, enabling Mondelez to manage in-store performance with a level of precision that generic CRMs simply cannot achieve.
The 4 results measured by Mondelez since deployment
Detailed benefits for Mondelez International
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+20% productive visits: a result that translates directly into growth
A 20% gain in productive visits for an FMCG sales force the size of Mondelez is substantial. Each additional productive visit represents an opportunity to list a new product line, correct a non-compliant shelf facing, sell a promotional campaign or strengthen the relationship with a section manager. Multiplied across hundreds of sales reps and thousands of annual visits, this productivity gain translates directly into revenue growth and improved shelf presence for Mondelez's iconic brands.
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AI in the service of planning: the end of manual route optimisation
Before Nomadia Field Sales, route optimisation relied on often empirical or manual criteria. Integrating artificial intelligence into planning changes the game entirely: Nomadia's algorithms simultaneously analyse hundreds of variables — each POS's potential, geographical constraints, commercial objectives, visit history — to automatically generate the best possible route plan. The rep no longer needs to optimise manually; they follow an intelligent plan and focus entirely on selling.
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Real-time merchandising compliance across the entire network
For Mondelez, merchandising compliance is non-negotiable — it is a strategic imperative. Whether Milka is correctly positioned at the gondola end, Oreo follows its planogram or LU benefits from its promotional display: every deviation costs sales. Nomadia Field Sales enables every rep to check and report compliance in real time, and gives the trade marketing team an instant consolidated view across the entire network.
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A strategic partner to navigate the evolving FMCG landscape
In an FMCG market in constant flux — the rise of e-commerce, shifting purchasing behaviour, private label pressure, new distribution channels — Mondelez has not simply acquired a high-performing tool. The company has chosen an expert partner capable of supporting future strategic developments: new features, new integrations, new analytics capabilities — to sustainably maintain its competitive edge in the field.
- ✔ Challenge: optimise routes, improve commercial efficiency and merchandising compliance across a dense mass retail network at international scale.
- ✔ Solution: Nomadia Field Sales — the mobile CRM platform dedicated to FMCG field teams, with AI route optimisation, native trade marketing tracking and real-time dashboards.
- ✔ Impact: +20% productive visits, reduced logistics costs, accelerated promotion execution and reliable data to steer commercial strategy.
A standard of operational excellence — validated by a global leader
The most telling KPI in the series — measured post-deployment and attributed to Nomadia Field Sales' AI route optimisation engine.
Nomadia doesn't promise AI for tomorrow — it applies it concretely today to FMCG route optimisation for Mondelez.
When Mondelez — the global snacking leader in 150+ countries — chooses Nomadia, it is a strong validation of the solution's robustness and relevance.
The platform chosen by Mondelez to achieve +20% productive visits with AI — dedicated to FMCG field sales teams.
Our consultants analyse your current field coverage and estimate the productive visit gain achievable with Nomadia Field Sales.
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