How CRM Software takes FMCG distribution from being a barrier to becoming your USP?

In its multiple distribution centers and hard time-constraints, managing multiple point FMCG distribution system is a formidable challenge. Through a CRM Software, you can add your constantly growing number of retailers and consequent distributors, equipping you to create a completely plotted picture of your FMCG channel.

FMCG Tolerates Low Error Margins


Arguably, among all B2C industries, FMCG tolerates the lowest margin of error.

Most of the times, your product could be categorized into a common category, meaning that your product could be easily substituted with your competitor and likewise…

With consumers growing penance for experimentation, FMCG products enjoy a low level of consumer loyalty. Every consumer group is open to experimentation with different taste and forms, which requires you to maintain consistently high product quality.

As its name indicates, FMCG products enjoy low shelf life. Your products are required to be shipped quickly to its earliest retailer points.

Every product list needs to be consistently updated and consistently followed-up for meeting adequate standards.

FMCG also happens to be one of the most strictly regulated industry, with government oversight over every facet of your business.

All these make the FMCG industry highly intolerant towards erring businesses.

Every business is practically required to maintain a sophisticated FMCG distribution network, making an integrated CRM distribution portal an indispensable option. It can optimize and accelerate your stock keeping to transit paths, equipping you to maintain uniform product quality across network chain.

Update your Product Date across Industry


FMCG industry is highly sensitive to product dates. Every retailer reserves maximum eyeballs for products with latest dates.

FMCG industry is highly sensitive to product dates. Every retailer reserves maximum eyeballs for products with the latest Manufacturing dates.

Till a few years back, it was acceptable to stock supermarket shelves and forget about a particular outlet for a couple of months.

But today’s consumers have grown overtly conscious about product dates, always ready to choose a later competitor product.

An FMCG distribution channel consists of the main distribution station, with several intermediate distribution points.

Apart from having a system to produce updated inventory, a successful distribution chain also should supplement each business inventory.

With CRM software, you can gain an overview about maintaining product quality uniformity across market shelves.

The product dates across categories. With each category supplementing particular product dates, having access to latest opens you to an updated product dates across its categories.

Make most Efficient Transit Paths


Most FMCG brands have daily or couple of weekly transits to its various outlets. With low volume threshold and update inventory storage, no businesses can afford to keep its channels open on long-term.

For an inventory transit vehicle, an efficient path is not a single line from one point to another. It’s a path, where it can intersect and drop-off products at maximum retail point.

With each distribution point managing a set of retailers, each outbound transit could be assigned stores to be replenished. Consequently, you even can draw-out a Google map, creating multiple points for delivering products.


A CRM processing helps you make well-planned and optimally stocked transit plans.

With drawing-out inventory storage at various points, you can travel at most efficient network chains throughout the supply chain.

Manage Supermarket to Corner-shop Retailers


With the coming of Super & Mega markets, small corner shops have been forgotten by FMCG chains. Until it was apparent that India has large market volume handled by small roadside retailers across the nation.

For most small FMCG businesses, a small corner shop brings an important pie of their revenue. Characteristically, these corner shops are run by a familiar guy with a family history associated with the shop. It has a consistent revenue stream with regular customers.

A purely Indian phenomenon, small stores are an integral part of Commerce along with multiple supermarket brands.

An FMCG operator needs to connect with corner shops across Cities to develop your network chain. As these stores develop their specific brands and company loyalty over-time, it’s really important to build a rapport with these shops.

These small stores can over time become your most productive outlets, especially if you are handling a food-related brand. With its deep possibility, Some FMCG MNC’s have started focusing on small outlets, providing price discounts and free product listings.

Get Client Product Requirements and Recommendations

Get Client Product Requirements and Recommendations

As FMCG is a highly competitive industry, every business needs to upgrade their product on a periodic basis. It could be a change of packaging, logo, quantity or taste. Even minor iteration of a product characteristic could significantly alter product perception at a short time.

As a highly competitive industry, every business FMCG requires planned upgrades or iterations on a periodic basis. This could simply mean a change of packaging, logo, quantity or taste. Or it could be mean discontinuing a product and launching another one.

But even minor iteration of a product characteristic could significantly alter product perception at a short time.

Each of these factors could positively or adversely affect your product purchase rates. For example, bad packaging could lose your customer’s recognizably with your product.

Similarly, you can discover a taste iteration that attracts new customers or you can lose your existing customers at the same means.

Before making any changes at product iterations or creative packaging, you need to have deep insights into consumer knowledge and perspective. While you could possibly take a set of tasting group and form opinions, it’s almost never aligned with consumer reality.

CRM software opens-up you towards an accurate picture of consumer requirements. This helps you segment and categorize your audience, making it essentially a part of your consumer experience.

Free CRM Trail Banner

Leave a Comment


Can't read this? click here to refresh.