Notable Work Done
Driven impactful transformations across diverse business environments—from pharma-to-FMCG transitions and e-commerce scale-ups to trade spend optimisation and field force efficiency. Our interventions have enabled business turnarounds, rural expansion, and urban retail optimisation through data-led insights. By introducing gamification for product launches, cold-chain distribution audits, and DMS automation, LBC helps organisations modernise operations, boost profitability, and build agile, performance-driven sales ecosystems
Case Study
Urban Retail Footprint Efficiency Through Data-Led Selling
Company
A Large Indian MNC
Sector
FMCG - multicategory
Project
Driving value per outlet — leveraging data to sell smarter, not wider.
A large Indian MNC with significant urban direct reach and adequate distribution efficiencies wanted to improve its assortment and value sales per store
COMPANY CHALLENGES
A leading FMCG company with a robust urban retail presence and a diversified category portfolio sought to improve sales productivity without expanding its direct distribution footprint. While rural expansion was consuming significant investment, the urban network had latent potential for value growth. The key challenge was to drive efficiency within existing outlets through better assortment planning, upselling, and salesforce effectiveness, given that SKU priorities and category contribution varied by region and micro-market.
OUR APPROACH
As Sales Head, I led an initiative to leverage technology and analytics to unlock incremental growth from the existing urban footprint.
- Designed a store-level algorithm that captured SKU-level potential by store type and city, factoring in local portfolio variations and micro-market dynamics.
- The algorithm provided prescriptive up-sell and cross-sell recommendations, integrated into the Sales Force Automation (SFA) tool for real-time actioning by the field team.
- Benchmarked field-force productivity between top and bottom performers and drove interventions to balance coverage quality.
- Created dashboards to monitor order completion rate (ECO%), lines per call (LPC), and value per outlet, comparing impact against control markets.
- Digitized the retail efficiency framework, improving visibility, control, and sales discipline across markets