Results of system implementation of sales management of distributors of Lawson e-Sales in Gold Manufactory

In Gold Manufactory company the implementation project of a management system for sales of distributors of Lawson e-Sales on planning of secondary sales started at the end of 2011. A partner in project implementation is the BSC company.

"The gold Manufactory" is one of the large Russian companies selling wineproducing products. Products of the company are provided wide a brand portfolio: vodka brands - "KALINKA", "SETTLEMENT", OLD BRAND, "LITTLE SQUIRREL: I PRISHLA!", "VYSOTA of PREMIUM of LYUKS on glacial water"; Russian champagne "GOLD LIGHT" and FORTRESS RUSSIAN OUTPOST cognac, etc. Sales to the company are performed at the federal level more than in 70 regions of Russia, including has 20 representations in the largest cities.

By means of system implementation of sales management of distributors of Lawson e-Sales in Gold Manufactory company it was required to solve the following business challenges:

• Sales management of distributors in outlets / Sale Out (collecting of operational data "today for yesterday" to within SKU, outlet and the sales representative within a uniform DB);
• Control of receipt and remaining balance of products of "A gold manufactory" in warehouses of distributors;
• Efficiency analysis of marketing actions (as sales volume on outlets / brands in process and according to the results of holding actions changes);
• Automation of the procedure of sales planning of distributors within a single system (taking into account a sales history, a demand forecast, an output of new products, dynamics of development of the active customer base / joint stock bank, factors of seasonality, turnover of brands, the minimum range / MML, the purposes for each distributor);
• Automatic formation of route sheets for sales representatives (in the indication of brands, outlets, the sales plan per day);
• Development of the multidimensional management reporting based on OLAP technologies – with high detailing and on any timepoint.

"Implementation of such system as Lawson e-Sales has for us a strategic importance. Having connected the Lawson system, we received clearer understanding of where we are now - in each region and in each outlet on a route of an individual sales representative. There was an opportunity to analyze these data, it allowed us in our plans and forecasts for future periods to consider not the general trends (our total amount on sell in), but basic indicators, i.e. quantitative distribution", - Andrey Satyukov, the CEO of Gold Manufactory company summarizes implementation results.

"Now we receive the picture from fields which to us helps us to analyze our sales and to respectively consider their planning further.<…> System implementation of Lawson e-Sales allowed us to reduce significantly an expense on marketing because we did not begin to start those programs which do not work at outlets, plus it allowed to start point programs where it really well works. And if something "went down", we notice this recession of sales almost instantly and we can change a situation actually next day. Thus, having connected distributors to the Lawson e-Sales system, we had a real opportunity to manage secondary sales at the level of outlets", - Maria Fedotova, the Marketing director of Gold Manufactory company notes.

more than 200 distributors of Zolotaya manufaktura LLC provide data on the movement of products of the company online using the Lawson e-Sales system. It allows quickly and is structured to monitor sales across all territory of the Russian Federation and to analyze information on such parameters as sales channels, formats of shops, geography and also to see the volume and the nomenclature of warehouse stocks of products in a partner network on all regions of Russia. It gives the chance of the company to plan sales of trade commands and an opportunity to monitor accomplishment of KPI online in all links up to each employee.

The important stage of integration of the Lawson e-Sales system with the internal accounting system of Zolotaya manufaktura LLC is completed — it allows the company to control costs and to carry out daily monitoring of accomplishment of planned targets of the shipped products on all sales channels.

Lawson e-Sales web system module for automation of gathering of intelligence from sales representatives and merchandisers of the company based on mobile application of Lawson e-Sales is customized. It allows "A gold manufactory" most effectively and to manage on a centralized basis work of trade commands in real time and to analyze results of their activities for all territory of Russia using the preconfigured OLAP reporting of the Lawson e-Sales system.