BEST PRACTICES SALES & MARKETING • ALI ORR
American Beverage Marketers
(ABM) ( www.abmcocktails.com)
is a leading distributer of premium
cocktail mixes, found in retail stores,
restaurants and entertainment establishments throughout the Americas, Europe, Asia and Australia.
ABM was measuring store-level
retail execution and sales performance by manually collecting data
from Excel files and miscellaneous
e-mails — making the process time-consuming, inefficient and tough
“Collecting and aggregating the
submitted forms was a monumen-
tal task,” said Imad Makdah, chief in-
formation officer, ABM. “In addition,
making sure that everyone used the
latest revision of the form was a big
ABM needed to ensure data col-
lected was not only accurate and
consistent, but also aligned with
Going with the Flow
ABM IMPLEMENTS A MOBILE RETAIL EXECUTION
SOLUTION TO IMPROVE PRODUCTIVITY
best practice standards.
A mobile retail execution solution could drastically improve productivity, save time, and automate
retail price audits and account surveys. ABM needed a central location to handle retail audits, manage
users, track devices, and monitor
staff hours to enhance control and
visibility into the field. It was also
important for the mobile solution to
easily integrate with internal databases, so teams could access crucial
business data in the field.
After evaluating multiple enterprise mobility solutions, ABM chose
Flowfinity ( www.flowfinity.com)
because of its user-friendliness,
simplicity and built-in web browser
portal that could effectively control
“Our day-to-day operations have
been drastically simplified because
of Flowfinity’s mobile apps,” says
Makdah. “Our business processes
are more efficient, and our captured
field information is centralized and
automated, making our workflow
run very smoothly.”
Using Flowfinity software, ABM
customized a solution to automate
its retail audits and surveys process
exactly to its specifications, resulting
in higher efficiency. Field activities
now take less time to complete and
teams meet monthly targets faster.
The software also provides the
centralized database on the com-
pany’s wish list, allowing manage-
ment to go to one location to find all
the information they’re looking for.
This instant collaboration means
issues are spotted and decisions are
implemented right away.
With a two-way data flow, field
staff can retrieve vital information
on the spot, on any device. This
enables them to complete work
with accuracy and eliminate information gaps, no matter their
location in the field.
By going mobile, ABM has also
improved its customers’ overall impression of its business and enables
the delivery of insightful retail performance results.
By going mobile, ABM has improved its customers’ overall
impression of the business and enables the delivery of insightful
retail performance results.