Company Profile:
Chocolate Monggo is an Indonesian fast-moving consumer goods (FMCG) company. Established in 2005, it pioneered artisan chocolate production in Yogyakarta, Indonesia.
Chocolate Monggo engages in the production, distribution, and sale of various chocolate products, including chocolate bars, tablets, pralines, and biscuits. Starting with 9 users in 2022, the company has expanded to 30 users in the SENRI system by 2024.
Operations:
Chocolate Monggo’s field team is responsible for several key functions:
- Merchandising: Staff visit stores and modern markets to check product stock, place items according to the planogram, and manage pre-orders.
- SPG: Staff take sales orders while providing product samples and sharing product knowledge with potential customers.
Challenges to Solve
Before implementing the SENRI system,Chocolate Monggo faced several challenges:
- Monitoring Field Staff Visits: With many staff spread across different regions, it was difficult to track the activities during visits and count the number of orders placed each day.
- Tracking Store Stock with Expiry Date: The merchandising team manually tracked product stock and expiry dates across various stores, which was complex due to the wide range of products.
- Compiling Detailed Information on New Customers: The company struggled to gather new customer data from various regions, which made it challenging to understand market potential as they sought to expand beyond Yogyakarta.
Benefits of SENRI System
SENRI has improved the Chocolate Monggo sales process and operation through features such as:
- Monitor Sales Team Activity
- What SENRI Does:
- Visit Schedule: Managers can set visit schedules with various objectives for sales representatives. The app will identify a number of schedules as well as a number of visits as planned and missed so that the Manager can evaluate how many schedules are executed according to the expectation.
- Visit Report and Order Taking: Sales representatives can record important information of their customers at the time of their visit, even if the internet connection is not stable.Through their visit report and order result, managers can see how many customers the sales representatives have visited. Sales representatives can also check the details of previous reports and sales orders, which help promote their new products to customers and increase sales.
- Changes Happened to the Team
- Order can be processed more quickly with fewer errors since the SENRI system automatically provides a summary of order which consists of quantity of ordered product and the total order price, according to the order recorded from the sales staff.
- The manager can easily monitor sales team activity and evaluate their visits despite staying in a different region. Through SENRI, managers can automatically see the total number of visits by the sales team members and the number of orders received by the sales team members in one place which ensures that the managers have access to up-to-date and consistent data.
- Track Stock Availabilities at customer site
- What SENRI Does:
- Merchandising Feature: Merchandising staff members can record their product stock information about their product during their customer visit including stock share and expiration dates. Reports are submitted directly to the management team by the end of the visit. Additionally, merchandising staff receive alerts for low stock levels, stockouts, and products nearing expiration..
- Changes Happened to the Team
- The manager is able to make precise decisions on inventory purchases, pricing strategies, and promotional activities based on the real-time data. Access to historical merchandising reports also aids in planning future strategies and adapting to market dynamics.
- Business Development
- What SENRI Does:
- Customer Mapping: Each field staff can automatically record the longitude and latitude of new customers locations. As more staff input orders and reports into SENRI, managers can easily identify sales hotspots and underperforming areas, helping them target resource allocation more effectively.
- Changes Happened to the Team
- Managers can now view customer distribution maps,providing valuable insights into market expansion and potential customer identification in previously untapped regions.
Result
Using SENRI, Chocolate Monggo has gained better visibility and data on their team, enabling them to double their sales force in Jakarta and increase sales by 30% over the last 12 months.
Conclusion
SENRI has proven to be an effective tool for optimising Chocolate Monggo’s sales process. The company now relies on the data recorded through SENRI to monitor field staff visits and track market growth.
Feedback from Sales Director
SENRI has been a game-changer for our business. It provides outstanding control over our sales teams, streamlining team organization and scheduling with ease. Its ability to support in-store inventory management is invaluable, helping us keep stock levels optimized at all times. Overall, it’s an essential tool for boosting efficiency and driving sales success!