How to make field trade marketing more efficient: the Manpower Peru case

Understanding the company's context and operating situation

Manpower is a leading international company in recruitment and human capital solutions. It works in permanent recruitment and in building tailored solutions to staff other companies and to provide them with specific, outsourced help in coordinating those resources. 

GoDoWorks's work with Manpower Peru — where the company runs 4 offices nationwide and employs more than 3,000 people — centered on its trade marketing capabilities, with the main goal of speeding up how it coordinates its field staff and so improving their performance. 

The main challenge: increasing the efficiency of field trade marketing management

Before GDW Trade, Manpower had no digital platform for managing its field staff's visits to points of sale (POS). That information needed better recording in order to obtain more and better data about the work done at each POS, and so provide transparency on commercial agreements with clients and report results effectively.

Before GDW Trade, information was recorded on paper. That meant those physical records then had to be transported and processed, which needlessly increases the administrative workload. There was also no mobility management system to guarantee that staff visited the POS assigned to them.

The solution: GDW Trade as the digital management platform for trade marketing operations

GDW Trade created efficient recording processes, through systematization and digitization that had not existed before. 

Doing away with paper records, and the rework inherent to them, simplifies the administrative work of gathering field information, while making that data more available to supervisors and clients. Clients can now have online reports, immediately and centrally, evidencing the work done. 

It also means being better equipped to resolve problems and incidents at the POS, having greater control over stockouts, and being able to check that visits are happening, thanks to digitized staff mobility.

With GDW Trade, product sales rose 2% and the visibility team's productivity rose 25%.

Integrating GDW delivered an improved, precise, up-to-date and systematic ability to report POS work back to the client. Through digitization, field results automatically become online information and the transparency sought is achieved, delivering:

• Route compliance by merchandisers
• Capture of stockouts by product and store, with a visual picture of every stockout by area and reason.
• Capture of our own and competitors' prices, flagging deviations
• Capture of shelf share, ensuring agreements with retailers are honored

Digitizing field mobility improves coordination and provides assurance across every process deployed. Field visits can be recorded without difficulty, which guarantees better and more efficient supervision.  

In summary:

• Thanks to GDW Trade, clients now receive reporting, online and in real time, on the work carried out at their points of sale.
• Digitizing information made administrative processes simpler and more efficient. The information captured is centrally available, improving decision-making and the handling of field incidents.
• Digitizing staff mobility improved supervision with no extra effort. Field visits are now guaranteed to happen. 
• Thanks to the gains in efficiency and management processes, productivity rose by around 4%.