Context:

Our client is the leading producer of sunflower oil  in India.They  have been in the oil industry for 50 years. They make products free from harmful chemicals and synthetic antioxidants. They  have over 1,000 employees.

Challenges:

Our client had a well-established FMCG distribution network across multiple states.

There were different systems in place for each of the following functions:

  1.       SAP for Primary Sales Capture
  2.       Distribution Management System (DMS) for Secondary Sales Capture being deployed by the Distributors
  3.       Field Salesforce App (SFA) for order taking and attendance management being used by the on-the-field sales personnel.

However, since the data was in disparate systems, the sales head of the organization had difficulty in determining the following:

  1.       Percentage of primary sales converting to secondary sales week-on-week.
  2.       Order fulfilment rate by the distributors
  3.       Order fulfilment turn-around-time by the distributors
  4.       Productivity of field sales force
  5.       Route compliance of the field sales force

Sail’s Solution:

Sail Analytics has implemented a Datawarehouse which integrates the 3 data sources – SAP, DMS and SFA. The data engineering pipeline has been built on AWS Cloud using RedShift for Data warehousing. This has enabled businesses to analyse the data from the 3 sources with ease.

The data warehouse was further connected to a BI tool – in this case Tableau for intuitive visualization.  

The dashboard design has been aligned carefully to the current business processes of the organization to enable effective decision making.

The dashboards are scheduled to be refreshed 4 times a day given the business requirement.

Impact:

  1.       The Sales Head had access to the efforts and attendance of the field sales force in different geographic regions at his fingertips. This enabled him to proactively address any dip in the day’s efforts and ensure that the targets for the day are met. This led to a 15% increase in sales efficiency (consistency of sales efforts on the ground translating to sales achievement)
  2.       Route adherence of the field sales force has improved by 25%
  3.       Order fulfilment rate has improved by 15% and TAT was reduced by 27%