Tertiary Sales
Having visibility, control and insights on the “Last mile” is paramount for all FMCG companies but becomes busines-critical for those who sell to modern trade or large formal retailers where the decision making by a consumer happens without any retailer interaction. Which is why companies deploy promoters (one or at times two) at these large formal retailers for defined number of days in a month. On top of their primary duties of managing the shelf, doing stock audits, planning and executing sampling activities, they keep a track of how many products are getting picked from the shelf defined as tertiary sales.
Tertiary sale is a company’s way of tracking offtake of products from retail shelves. It is a close-loop of sorts to the entire supply chain and helps in multitude of decision making like product demand, impact of schemes and promotional offers, effectiveness of sampling activities and reordering.
Peri CRM understands the importance of tertiary sales and has created a dedicated functionality to alllow promoters, merchandisers or even sales representatives to capture tertiary sales at a retailer using their handheld in a super-easy and efficient manner. Below are the top features of this module:
- Offline working: While doing user interviews and functionality research, we understood that some large format retailers do not allow mobile phones inside the premise at all times, probably to ensure discipline and limited distractions. This prompted us to create the tertiary sale as an offline functionality. Which means that the promoter can make notes on paper while standing near the shelf, and whenever they get access to mobile phone (typically every couple of hours) they can enter the tertiary sale till that time period. This will ensure that data gets digitized at a regular interval and there is minimal risk in case the paper gets misplaced. We later discovered that this also has a great fringe benefit. While capturing tertiary sales, it often happens that the customer picks up a handful of products but changes its mind during checkout. Which means the sale quantity which the promoter entered at the shelf may have a degree of inflation. Having the functionality offline ensures that the promoter only submits the tertiary sale at day-end by when he or she would have received the goods left at the checkout counters.
- Customer counter:
- Product counter:
- Not Linked to Inventory: