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Cadbury deploys 200 seat field force automation solution

Cadbury deploys 200 seat field force automation solution

Move to real time data, in-store compliance

Cadbury has announced that it has rolled out a field force automation solution in an effort to help its 200 territory managers throughout Australia better manage sales, order taking and new product launches.

The solution, provided by 04, also provides Cadbury’s office-based management with access to real-time data from the field allowing it to electronically monitor in-store compliance with promotional activities.

The deployment comprises 04's software running on an HTC smart handheld device and replaces Cadbury’s legacy field system which ran on tablet PCs.

With the rollout, the company expects to cut administration time, increase the productivity of its territory managers and better assess the performance of field sales force and retail partners, according to Eddie Anastasi, National Sales Manager at Cadbury.

At any given time, Cadbury’s territory managers had to co-ordinate about 300 products and associated in-store promotions and manage the deliver of between 30 to 50 new products each year, Anastasi said.

“It was an aggressive deployment but with a committed 04 and Cadbury project team, we were confident we could meet the sales team’s expectations,” he said in a statement.

“Ensuring Cadbury’s products are stocked at the right volumes and are compliant with agreed trading terms across all major supermarkets and thousands of convenience outlets on a daily basis is an essential part of their role.”

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