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Distribution & RTM
7 articles
Van sales vs pre-sales in FMCG: which model works better and when
Van sales and pre-sales are not just two ways to take an order. They are different route-to-market models with different logic for availability, delivery, cash, cost and control.
Route-to-Market in FMCG: How Product Reaches the Shelf and Why It Decides Growth
Before you optimize anything with AI, the product has to reach the right stores, in the right quantity, at the right price. What Route-to-Market is, why it is critical, and how AI rewires it.
Route optimization in FMCG: why the shortest route is not the best route
In FMCG, routes are not optimized only by distance. They must balance visit priority, time windows, delivery capacity, order value, service time and execution impact.
Recommended order acceptance rate: the KPI that shows whether AI helps the sales rep
Acceptance rate is not just the percentage of AI orders accepted. It reveals trust, recommendation quality, data gaps and where the human knows something the model does not yet know.
DMS for FMCG: what a good Distribution Management System must cover
An FMCG DMS is not just a warehouse or invoicing system. It should connect secondary sales, inventory, routes, deliveries, claims, collections and retail execution.
Distributor management in FMCG: control does not end with the sale to the distributor
Primary sales may look stable while secondary sales, stock availability, route execution and retail coverage are weakening. Real distributor management looks at the whole chain.
Cost-to-serve in FMCG: why revenue does not tell you whether a customer is profitable
A large customer is not always a profitable customer. If delivery cost, visit frequency, claims, discounts and small drops consume margin, the route-to-market model must change.