Beat optimization & delivery optimization for one of the large CPG manufacturer led to

increase in retailer facing time for the sales reps

Current State Solution
Objective: Data collection, Territory
Route optimization
preparation & geo Planning through
and scheduling
• To maximize the in-store time (Retailer facing time – RFT) for salesmen by tagging clustering
optimizing the routes followed by salesmen

Challenges addressed:

• Salesmen not being able to meet the visitation targets, spend right in-
store time at the specific store, which eventually leads to low coverage,
missed targets and low revenue

• Current beat plans are created manually without any recommended

Constructive Perturbation Re- Solution
sequence to be followed by salesmen Initialization
Step (Meta-heuristics Algo) optimization Update

• No territory assignment to salesmen and almost 50% salesmen cover all

types of outlets (low specialization) • Custom built the tool utilizing open-source technology with meta-
heuristics to ensure that all constraints are met, and the optimized
• Uneven effort balancing of salesmen (distance/revenue coverage), territory routes can be generated for large geographies
overlaps and challenges on ad-hoc holidays • Illustrative operators : Max regret, Exchange, 1-Opt, 2-Opt, Exchange

Impact and Outcome

• Impact: Pricing 100% outlet coverage with desired frequency and RFT (Retailer facing time) increased by 35%

• Outcome:
— Monthly cadence for route planning considering new retail outlets opened and old outlets getting inactive
— Ensuring 100% coverage despite the planned and unplanned holidays
— On field execution tracked and the feedback incorporated in the subsequent months.

Ganit Confidential 1
Combining the optimizer with daily sales data helps in timely interventions to maximize
retail face time
Overall Objective

Tool used by district & regional sales

managers to assess daily performance
of sales reps for timely interventions

Data Maturity assessment

• Pre-project | 4/10
– Map location disconnect, ABC
classification
• Post-project | 8/10
Input the tool snapshot here – Precise map location, new
outlet addition mechanism
Features & Flow
• Visualize planned vs actual routes
and diagnose reasons for non-
adherence

• Compare impact of non-adherence

on KPIs like RFT, #Stores, Travel Time,
& Invoice amounts for each beat &
each step in the route

• Generate reports to compare sales

performances of reps across regions

Ganit Confidential 2
Behavioural segmentation of distributors for a CPG company to recommend must-sell
and cross-sell products
Current State Solution

Objective:
Behavior extraction Multi-level behavioural Collaborative filtering
• To scientifically identify the Must-Sell and Cross-Sell products that must be and hypothesis segments
recommended to distributors testing
Get Distributor level
Machine Learning
Challenges addressed: recommendations of
Feature selection powered segmentation products and basket size
• Sales representatives work with a catalogue of over 700 SKU that are sold
for segmentation (K-Means and
to its Distributors – the company has observed low repeat order for some based on Hierarchical clustering)
SKUs at Distributor level significance
for macro level
• Out of the 700 SKUs on an average a Distributor purchases between 15-25 segments Execute contact
SKUs each month. This wide range is indicative of varying SKU mix each strategies
Creation of
month Principal
RFM profiles
• Sales representatives also do not have any guide to help them determine Components Share cross-sell product
list to Sales Reps
which products should be recommended as cross-sell to the Distributor
• Sales representatives also run the risk of having to sell a large list of
• K-Means clustering was used to segment the Distributors at micro-level
products that can irk the Distributor
profiling is done every month for the distributors

Impact and Outcome

• Impact: Must sell recommendation led to approximate 12% increase in repeat order purchase by its Distributors. Cross sell
recommendations led to an average of 2.3 more SKUs purchased

• Outcome: Sales representatives are able to market the relevant set of SKUs to its Distributors eventually leading to increase in revenue

3
Ganit Confiden
Hybrid recommender engine to help field representatives target distributors with
products of higher preference and relevance
Final List of Cross-
Recommender Output from Hybridization - Assigning weights to
Input to the recommenders sell & Up sell
Algorithms Recommender output from the different recommenders
products

Customer profile and Product Score

contextual parameters
Collaborative A 0.2

Filtering (CF) B 0.9

D 0.5

… …

CF Recommended
list

Products features Product Score Cross Sell

Data
Category Variant Type
A 0.9 Hybrid & Upsell pipeline
Content Based products /
B 1.0
Recommender
Other attributes Filtering (CBF) Must sell
Engine
F 0.3

… … products Recommendations
CBF displayed in a tablet
Recommended list carried by the field
representatives

Product Score
Items in
transactions
Loss minimization function:
Association A 0.9

Rule Mining D 0.4

where
(ARM) F 0.3

… …
ARM
Recommended list

Ganit Confidential 4