Retail Sales Operations (FMCG Distribution)


FMCL, a leading distributor of FMCG (Food & Non-Food) products in West Africa with over 30 global brands in beverages, breakfast cereals, confectionaries, dairy, personal care and much more distributes the products Pan Ghana leveraging a wide network of warehouses and sophisticated supply chain systems and processes. The company prides itself in making the products always available at affordable prices. Their mission acronym AAVA signifies Available, Affordable, Visible and Accessible. So, it is imperative that the products reach and are stocked in all stores.

Business Needs

The company’s sales channel includes selling to large wholesalers, semi-wholesalers, Institutions and Retail. While the major sales come from Wholesale and Semi-wholesale customer channels who buy in bulk (cartons), for AAVA the focus is on Retail Channel that comprises small volume customer outlets, but many in numbers who may usually buy in pieces.

These customers are serviced by Sales Representatives (SR) who carry stock in Vans (which are provided by the company and branded by brands). The stocks in the Vans are loaded and reconciled with sales & collections usually once every week. The SRs are the primary custodians of the stocks in their respective vans. Each SR had a sales cycle, which can vary from a week to a month. The cycle duration is determined based on the sales volume and the geographical area covered. At the end of the cycle, the stocks in the van are offloaded and reconciled with sales and collections during the cycle. This process was done manually which caused delays, inaccuracies and inefficiencies. The need was thus to integrate the field retail sales and the associated supply chain with the back-end Oracle EBS R12 ERP application to operate the retail supply chain in a timely, efficient, scalable and accurate manner. This was to ensure

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For this requirement, an integrated and scalable solution was implemented. In Accra, Tema and Kumasi regions a field force application was implemented to manage the retail operations of loading, selling, collections and reconciliation. This application was on a handheld device with automatic synchronization to Oracle ERP. Each SR had a device which acted as a mobile retail application. The device had many features including customer signature capture to confirm sale, camera to take pictures of the outlet and shelf display and an inbuilt printer to print the invoices for the customer. The transactions from the field force system were synchronized with Oracle ERP at the end of each day.

ennVee Solution

The field force application was developed for a Windows based hand-held device. (The company is now planning to migrate to ennVee’s Android based field force solution (mSalesTM)) and this was integrated with Oracle EBS R12. Since the back-end operations (such as loading, offloading, reconciliation) of the field force activities was implemented in Oracle ERP the entire data worked on the standard modules of Oracle, be in Supply Chain (Inventory or Order Management) or Financials (Receivables and Cash Management). The integration of the field force system with Oracle ERP was seamless & automated, with no manual interventions. This also brought in the standard controls in data (master or transactions) which ensured a single source of truth as for the business data was concerned.

Business outcomes

The company has been using this system for over 3 years now and the benefits are many including:

Overall, for ennVee, this was a significant achievement. The development of the field force application, its integration with Oracle EBS and more importantly successfully rolling out the solution across regions and over 80 SRs to customer’s delight was indeed satisfactory. The solution has been in use for over three years and ennVee continues to support the application from its offshore facility in India. The field force application can be integrated with other ERP systems as well.

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