Case studyStiel: 8 area managers following more than 2,000 retailers
- Tunisia · Electrical equipment and lighting
- Field tracking and merchandising · Link with Qualipro
- Since 2020 · 9 users, including 8 area managers
Key figures
- +15%
- more points of sale covered (about 1,750 before, more than 2,000 after)
- Real time
- visit reports sent instantly, instead of 2 to 3 days before
- 500
- visits a month, about 3 a day per area manager
- 150
- field surveys carried out at retailers every month
The customer
STIEL (Société Tunisienne d’Industrie Électrique et de Lumière) manufactures small electrical equipment and lighting: power strips, extension cords and electrical supplies.
Its products are sold under the STIEL brand in supermarkets and at more than 2,000 retailers in Tunisia. From its head office in Ariana (Charguia), Stiel runs this network with 8 area managers.
The challenge
With more than 2,000 retailers, Stiel needed to know what was really happening at each one: who had been visited, what the area manager had seen, which complaints or returns were still pending.
Visit reports arrived on paper or by instant messaging, 2 to 3 days after the visit. Field observations were not built on, and complaints had to be re-keyed to be handled.
The solution
Retailer mapping
Points of sale are on the map, and area managers’ visits are planned and tracked.
Visits and reports
Check-in at the retailer’s, with the report and notes entered on mobile during the visit.
Field surveys
Configurable questionnaires at retailers: product presence, display, competition.
Giveaways and returns
Giveaway distribution and product returns are recorded at every visit.
Complaints linked to Qualipro
A complaint entered in the field is sent directly to Qualipro, Stiel’s complaint management tool.
Dashboards
Each area manager’s activity is tracked in real time, as Valomnia feeds management’s dashboards.
In pictures
The map of tracked retailers, a field survey on mobile, the data flows between the field, Valomnia and Qualipro, and the field activity dashboard.
Illustrations based on fictitious data.
The results
Reports arrive in real time instead of after 2 to 3 days. The 8 area managers carry out about 500 visits and 150 surveys a month, and the network covered has grown from about 1,750 to more than 2,000 points of sale, 15% more.
Complaints reported from the field reach Qualipro with no re-keying.
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