Distributor filings, store visits, and campaign scans are recorded apart; the same block is covered by multiple reps.
01 Industry judgment
Route coverage · FMCG
FMCG sales books live on the route: distributor policy, shelf display, and replenishment dates must trace to one visit
Reps promise display and fees on site; back at HQ only subjective judgment remains. If route, outlet, and revisit dates cannot share a screen, managers cannot spot missed visits, and month-end reconciliation cannot check the policy of that day.
Distributor-plus-outlet FMCG route orgs. This solution manages visits, policy promises, and revisits — it does not replace inventory.
FMCG · How the business hangs together
Into leads
- Store file form
- Campaign scan
- Distributor filing
Customer ledger
- Distributor
- Outlet store
- Competitors on shelf
Follow-up actions
- Visit route
- Placement revisit date
- Display / fee records
Manager board
- Duplicate coverage
- Overdue without revisit
- Post-campaign without revisit
02 Process diagnosis
After the route-coverage judgment, split FMCG deals into six process checks. Dedupe outlets and distributors first; after placement write revisit dates; managers inspect route blanks and overdue stores; fees and display reconcile from store records; coverage holes beyond shipment decide whether promotions continue.
After placement there is no revisit date. Weak sell-through is still reported as Covered.
Hard to convert
Managers cannot spot stalled routes. Van sales and distributor reconciliation rely on chat screenshots.
Hard to manage
Display and fee promises cannot be checked at month-end; outlets refuse the next visit.
Hard to trust
Monthly meetings only watch shipment. Route blanks, campaign waste, and distributor push cannot reach standup.
Hard to decide
Store-run capacity and route-revisit records must coexist. Inventory manages stock — it does not replace visit ledgers.
Hard to solve
03 Matching management actions
01 · Hard to acquire
Dedupe outlets and distributors first
Store forms capture format, competitors, and owning distributor. Campaign and rep filing sources listed apart.
02 · Hard to convert
After placement write the next revisit date
Missing revisit dates cannot be reported Covered. Campaign SMS goes to that outlet contact.
03 · Hard to manage
Managers inspect route blanks and overdue stores
Rep changes only adjust owner; display promises stay on the store file.
04 · Hard to trust
Reconcile fees and display from store records
Complaint and refusal inbound write back to that outlet. Month-end uses the promise of that day.
05 · Hard to decide
Evaluate promotions from coverage holes
Blank routes, post-campaign without revisit, and stuck push stock decide whether to stop that promo.
06 · Hard to solve
Route revisits before inventory expansion
This system manages visits and promises. Stock stays in distributor systems.
Business architecture
FMCG managed by route and outlet. Distributors, stores, revisit dates, and manager coverage lists sit on one route file set.
Into leads
Store file form
Campaign scan
Distributor filing
Customer ledger
Distributor
Outlet store
Competitors on shelf
Follow-up actions
Visit route
Placement revisit date
Display / fee records
Manager board
Duplicate coverage
Overdue without revisit
Post-campaign without revisit
Product role on this path
solutions.capabilitiesLead
Three questions before go-live
Sales will not fill forms, it fights the current stack, data will not migrate — almost every team asks these three.
Not our primary customer segment
If the team is not high-ticket manufacturing or tech, do not force-fit this route method.
Duplicate of distribution systems?
Distribution manages goods. This manages who should go on the route and what to write.
Can sales fill on the road?
Only results and next date — not a full daily report.