field force mobility - changing how consumer goods companies work, sell and compete

StayinFront Field Force Mobility White Paper | 1


As the use of mobile devices increases rapidly, organizations across all sectors and industries are finding new ways to incorporate this technology into their processes. The use of mobile devices can enhance the way field forces perform their operations. This is particularly true in the Consumer Goods industry, where field reps often spend most of their time in-store working with managers.

The increased speed, capacity and mobility of modern devices is rapidly changing the way companies and their representatives work, sell and compete in the field.

Depending on where a company falls on the mobile maturity continuum (MMC) – a measure of an organization’s level of mobile device usage – there is room to grow and further benefit from enhancing their current mobile strategy and maturity. Companies vary in their mobile maturity, from those that use only paper-based methods to conduct sales activities to those utilizing the latest in mobile technology, but want to get more out of it. While there may be many challenges in developing or expanding a mobile strategy, using modern mobility devices will maximize sales effectiveness.

This is emphasized by the fact that companies consistently struggle to get field teams to use their current CRM tools. According to CSO Insights 2012, CRM tool adoption rate is less than 50%.1 This is likely because the field force views these tools as an administrative burden rather than as technology that can streamline workflow, increase insights about customers and help them sell more effectively.

The study also indicated that more than 90% of firms are incorporating smartphones and tablets into their sales process and this may provide the catalyst needed to drive adoption of new selling methods, processes and tools.

Companies that embrace the latest mobile technologies and use them throughout

the sales function gain a significant competitive advantage.

Companies benefit from a more agile field force that spends less time on administrative tasks and shelf activities and focuses more effort on finding opportunities to promote and sell more of the company’s products.

Changing How Consumer Goods Companies Work, Sell and Compete

Consumer Goods organizations advance their positions on the mobile maturity continuum to increase sales performance and gain a competitive advantage

The growing prevalence of mobile technology has brought significant improvements to the sales function, allowing field reps to operate more effectively at any time and any place.

1Accenture, “Connecting the Dots on Sales Performance,” 2012. http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Connecting-Dots-Sales-Performance.pdf

Mobile Maturity Continuum

Capa

biliti

es

Paper Proprietary/Rugged Devices

Windows Mobile 6.5 Devices

Smartphones TabletsLow

High

+ +

Current State of Mobile Maturity At one end of the mobile maturity spectrum are companies using paper-based systems. Field reps at these companies typically receive information via email, print and organize this information into binders to use when meeting with store managers or retailers. Though not the most efficient method, these organizations stay on paper for a number of reasons, including keeping costs down and maintaining the status quo of how they operate. This is highlighted in recent research from Forrester, in which 71 percent of IT services executives recognize that increasing the use of tablets and smartphones will have an impact on spending.2

This becomes less of an issue when companies examine all the costs associated with this method, including printing, lost sales time and missed opportunities. More affordable devices with familiar interfaces and easy-to-learn applications decrease training time, and increase adoption rates, allowing companies to see a faster return on their investments. Still, many organizations are reluctant to transition due to a fear of the unknown or lack of internal resources needed to ensure the program’s success.

The next category on the mobile maturity spectrum consists of organizations that have moved to proprietary and older Windows Mobile 6.5 devices. These devices provided a competitive advantage in the Consumer Goods industry in the past and were the best option for early adopters. However, reps using these devices are restricted to what they can achieve and still revert to paper for activities such as giving presentations and showing displays and marketing collateral. Their limited functionality, coupled with the lack of support and maintenance costs, have made them outdated by today’s current standards.

Finally, there are companies that have embraced mobile technology, but are looking to leverage the capabilities to a greater extent to remain competitive. Advanced functionality and capabilities available through smartphones and tablets are delivering on the promise of increased field force productivity and are providing the catalyst that companies need to maximize selling opportunities. The power of mobility has created an anytime, anywhere field force that can perform activities more effectively, while companies reap the rewards of more affordable devices and mobile operational costs.

Evolution of Mobile Retail Execution Systems

Pre 80s – Paper is a flexible, low cost solution, but is inefficient and cumbersome with basic problems like version control, accuracy and timeliness

Late 80s – Early devices automate some processes (i.e. surveys, audits), but require paper for most activities

Late 90s – Windows Mobile 6.5 automates more processes (ranging, shelf plans), but still require paper

2007-2008 – Productivity soars as smartphones let reps perform all activities + utilize GPS, camera, online/offline capability, touch screens and access data and analytics – without paper.

2010-2011 – Tablets up the engagement factor. Reps can give dynamic, interactive, multi-media in-store presentations

StayinFront Field Force Mobility White Paper | 22Forrester, “The Forrester Wave: Enterprise Mobility Services, Q1 2013,” February 2013. http://www.forrester.com/pimages/rws/reprints/document/87581/oid/1-LTEQDU


Where Paper-Based Methods and Older Handheld Devices Fall Short Paper-based methods require a great deal of administrative time, which can keep field reps from performing more strategic, high-value tasks, as well as add significant costs.

Organizations that continue to use paper-based methods also typically struggle with version control which results in:

• Delivery delays

• Inaccurate orders

• Lower customer satisfaction

• Non-compliance issues

• Out-of-Stocks

• Lost revenue

These methods also prevent companies from acting at the speed of business; by the time they get actionable data on how they can improve their selling efforts, it is often too late to change course. If a problem is detected, such as a failure to put up a display or the use of a wrong promotional price, the company has to wait until the next sales cycle to fix it, working reactively rather than proactively.

While early mobile devices offer more functionality, companies still face similar challenges; with slower mobile technology, they are limited by the power, capacity and availability of these devices. These devices usually lack many of the features that modern devices provide, such as:

• Online/Offline capability

• Wireless connectivity

• GPS

• Cameras

• Fingertip touch

In addition, these devices typically have small, low resolution screens and are heavy and expensive. The use of older devices impacts the rep’s ability to work at maximum efficiency and give effective in-store presentations. Without reliable technology, reps often turn to paper presentations when meeting with store managers and encounter the same problems brought about by this method.

The continued use of paper-based systems or older mobile devices can also lead to ongoing inaccuracy of data, as key sales information must be inputted manually.

Benefits of Modern Mobility Devices

More Consumer Goods companies are realizing the benefits of adopting mobile technology for their field organizations. A study by Aberdeen Group of 250 organizations found that companies with mobility-enabled teams were able to achieve stronger performance around quota attainment, customer retention and forecasting accuracy. The motivating factors for adopting a mobility strategy included: • Growing demands from customers

• Need to respond more quickly to competitive activity

• Business expansion into new geographies

• Need to do more with fewer or same resources3

Inaccurate information can compromise the decision-making process and result in

more customer issues and a decrease in customer satisfaction and

brand loyalty.

3Aberdeen Group, “Sales Mobility,How Best-in-Class Remote Sellers Are Replacing “See” with “Do”, April 2012.


Perfect Store Call Equipped with mobile devices and robust sales software, field reps can conduct activities in-store more efficiently, work proactively to address situations and uncover new opportunities. Integrated analytics and dashboards provide reps with a feedback loop that helps drive performance. Reps get a clear picture of how they should be performing across their territories and at individual stores; a snapshot of their current progress and best practices for achieving their goals.

Working at the Speed of BusinessEnhanced mobility takes much of the manual and administrative work out of the field rep’s day. The tasks of sorting through emails, printing spreadsheets and recording activities conducted at each store can be automated to free up additional time. Moreover, by using timely data accessed on their devices, reps are able to take action immediately to fix issues, rather than wait for the next sales cycle. The ability for mobile devices to automate key processes means reps can devote more time to building relationships with store managers, which goes a long way in ensuring future sales success.

Superior In-Store Execution By transitioning to a modern mobile device, management can gain greater visibility into what is known as the “black hole” of the sales cycle: what happens between the receiver door and the register.

As mobile apps can verify times, dates and locations, capture photo evidence and scan barcodes, field reps equipped with mobile devices are less likely to face the issues commonly associated with earlier methods and technology. The ability for field reps to collect and share more information with management, such as if items were shelved properly, if displays were put up, if they were overrun by a competitor or if items were priced correctly, ensures companies have the right information to make smarter, more-informed decisions.

Reps can access key data right at their fingertips and take the necessary steps to improve sales (i.e. by reducing out-of-stocks) and identify opportunities to sell more product. With paper-based methods or older devices, such immediate information is unavailable and management is often left in the dark about current store conditions, promotional compliance and the effectiveness of their marketing spend.

Dynamic In-Store SellingWhen field reps use modern mobile devices in their daily activities, they are empowered to do things not possible with earlier methods. Reps can access information from internal and external data sources, calculate ROI and conduct “what if” substitution scenarios using actual, current POS data. Using a tablet, they can also show TV commercials, pictures of coupons and merchandising materials and different displays to determine what will work best in the store.

Reps also have more power to influence outcomes. Moreover, as buying decisions are made at multiple levels, from central purchases at headquarters to decisions made by individual store managers, building relationships with local managers is essential. With a robust technology delivered on mobile devices, the rep can make impressive, data-supported presentations, customized for the specific store.

Technology For Today and Tomorrow Modern mobile devices can offer companies a future- proofed sales strategy. Companies no longer have to be limited by their hardware and can easily adapt to changes in technology. Should the current smartphones or tablets become obsolete, a platform-agnostic software solution enables companies to benefit from the latest technology with minimal impact.


Things to Consider When Implementing a Mobile Strategy Despite the many advantages of making the switch to a mobile-optimized sales strategy, there are a few best practices that will help organizations reap the full benefits that enhanced mobility provides. One of the biggest challenges organizations face is gaining the courage to change the way things have been done and make the leap to a new approach. Some companies delay mobile implementation with the belief that because their paper-based methods lack consistent processes, they need to develop uniform procedures before they can go mobile. However, introducing mobile technology is perhaps the best way to establish consistent processes.

Another issue is the task of getting reps to buy into a new approach. The introduction of any new process can be met with resistance and getting the field force to accept new processes and technology can be a significant challenge.

Training is the key to gaining buy-in. Reps are likely to be familiar and comfortable with current mobile devices. This helps reduce the learning curve, as well as training time and costs associated with training. In addition,

working with field reps to ensure they understand the benefits of the new mobile strategy and how it will enable them to be more flexible and agile in their activities can help improve usage and adoption rates.

One crucial challenge for companies in developing a mobile strategy lies in their own IT department. This is due to concerns about the speed of making such a large-scale technology change and the ability to maintain and support resource requirements. While making such a transition traditionally entailed a great deal of work, from having to install, maintain and support the new hardware on premise, today’s simplified SaaS solutions eliminate much of the burden on IT departments. The challenges that remain are to convince all stakeholders to embrace SaaS as a way to meet business requirements and to find a vendor that can provide the right level of support.

Making the switch to a full mobile strategy is a significant undertaking and, without the right resources in place, the success of the initiative can be jeopardized. As such, maintaining organizational alignment throughout the process is key to ensuring minimal disruption to ongoing processes and business activities. For greatest success, the organization can benefit from working with an experienced Consumer Goods mobile solutions provider that can help them each step of the way.


Does the field force work in conditions or environments where internet access is unreliable?

Many activities conducted in the field, such as order taking, require the ability for reps to work offline. Providing devices that can function without internet access will enable reps to be productive even in remote areas or in places without a reliable internet connection.

What major tasks will be performed on the device?

In large volume selling situations, the larger screen size of a tablet will be more effective in mak-ing presentations than the smaller screen on a smartphone. On the other hand, in some settings, a tablet may be difficult to carry around, making a smartphone the better choice.

What is the cost of the device?

In determining the budget, the organization also needs to factor in the costs of service and support in addition to the costs of the devices themselves.

What is the support in the organization?

Sometimes the decision is left to corporate policies. For instance, some large multinationals may mandate that all smartphones be Androids or that all tablets have to be iOS, so device selection may be determined by which products are approved for use throughout the business. A solution that supports multiple platforms is ideal.

Questions To Consider When Choosing a Mobile Device

What pricing plans and packages are available?

Many companies obtain their mobile devices through their telephone provider. Packages can include leasing, call plan and device hardware. These can be reported as an operational, rather than a capital expense.

Which Device is Right for Your Sales Organization?

A major aspect in developing a successful mobile strategy is determining the device or devices that will work best for the organization and mobile field force. With several different options ranging from the type of device and operating system to the make and model, there are plenty of devices to choose from. Selecting the best option should entail a deep understanding of the work environment in which field reps operate and discuss how the different devices can help or hinder their efforts under those conditions.


How StayinFront Can Help For organizations at any point on the mobile maturity continuum, the right solution provider is key to achieving a successful mobility strategy. For twenty years, StayinFront has provided robust software for consumer goods companies at all points along the mobility continuum. To maximize efforts of the field force, the move to mobile devices is essential, and StayinFront delivers proven technology and tangible results.

StayinFront’s vision is to enable organizations to build completely mobile-enabled field teams that can do more, know more and sell more. A field force, no longer limited by paper or outdated devices, can work anywhere at any time, access store and competitive data, and use dynamic multimedia selling tools.

StayinFront’s complete on-demand retail execution and sales automation solution allows companies to move beyond simple data collection and order taking to technology-enabled, proactive selling. Designed to be easy to use, Stayinfront’s Consumer Goods solution helps management and field teams effectively target, prepare and execute plans, while providing actionable analytics needed to support data-driven business decisions.

StayinFront’s solutions are fully scalable to accommodate organizations of any size. StayinFront can also provide helpdesk support, serve as an external IT department, host software and provide training, depending on each client’s unique requirements.

Customer Success Story: Kimberly-Clark Kimberly-Clark Australia, a subsidiary of the U.S. based Kimberly Clark Corporation, experienced great success in climbing up the mobile maturity continuum. In 2009, the company moved beyond paper-based systems by adopting StayinFront CRM® on Windows 6.5 mobile devices, which led to improved efficiencies. In the first 6 months, retail displays in NSW increased by 53% over the same period in the previous year. With those devices nearing the end of their life cycle in mid-2012, the company seized the opportunity to take the next step in mobile optimization by giving its sales reps iPads equipped with the StayinFront TouchCG® platform.

The use of iPads has brought many other benefits:

• The larger screen size of the iPad, compared to the older, ruggedized mobile devices, enabled field reps to eliminate paper-based presentations. • Field reps could easily share information, success stories and best practices in real time ensuring all members of the field force benefit instantly. • Retail displays increased 30% while territory managers averaged an extra 2.1 calls per week due to a reduction in administrative work. • The improved engagement with store managers and enhanced usability created significant time savings, leading to greater productivity in the field.

StayinFront technology allowed Kimberly-Clark to move from using Windows mobile devices to iPads without losing or having to rewrite its reporting or backend processes. By providing a comprehensive upgrade path, StayinFront ensures the company can simply transfer to a new platform when the current technology becomes obsolete.


Creating A Mobile-Optimized, Future-Proof Organization Mobility will continue to impact almost all aspects of people’s business and personal lives. As this transformation progresses, companies in the Consumer Goods industry stand to benefit greatly from implementing a robust mobile strategy into their sales activities. Of course, embracing mobility isn’t just about keeping up with the latest fads; it should be seen as a way to adopt the technology solutions that can enhance team performance and drive positive results throughout the organization.

Developing a comprehensive mobile strategy or growing the maturity of an existing one, entails more than just putting smartphones or tablets into the hands of field reps.

When field reps are equipped with such a solution, they will have all the information they need at their fingertips to enhance their interactions with store managers and ultimately increase their number of sales.

How Will Going Mobile Improve Your Company? The adoption or expansion of a mobility program will bring about a number of benefits:

• Field reps will not be burdened by carrying around binders of paper or heavy ruggedized devices - all the information needed for retail execution is available on a single handheld device. • Automated processes and streamlined workflows will allow reps to spend less time on routine tasks and more time on high-value activities such as finding new opportunities and building relationships with store managers.

• Access to timely data will enable companies to be more agile and make course corrections on the spot rather than waiting for the next sales cycle. • Greater insight into issues that affect sales, such as where the promotion was displayed, if items were shelved or priced correctly, will allow management to take immediate action to improve performance. • Ability to launch engaging, interactive, fact-driven presentations will more actively engage store managers and close more opportunities. • Future-proof solutions will ensure new devices can be easily implemented with minimal disruption to existing systems and processes. • Access to the latest version of information will result in more accurate orders and higher customer satisfaction. • KPIs and dashboards will help drive performance and provide reps and management with a clear understanding of target goals, current states and areas for improvement.

To truly benefit from the mobile strategy and to become future proofed, the

company should select a software solution that can grow along with them and transition

to new devices that use the latest innovations in mobile technology.


Copyright © 2013 StayinFront, Inc. All rights reserved. SIF1377

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About StayinFront

StayinFront is an innovative global provider of enterprise-wide customer relationship management software, mobile sales force effectiveness and on-demand SaaS CRM solutions. StayinFront has been chosen as a strategic partner by many of the world’s top life sciences, consumer goods and business-to-business companies, improving efficiencies in over 65 countries and more than 25 languages. Headquartered in Fairfield, NJ, USA, StayinFront has offices in the United Kingdom, Ireland, India, Australia, Singapore and New Zealand. For more information, visit www.stayinfront.com or log on to our blog at http://blogs.stayinfront.com