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Thursday, 30 January 2014 00:02

More than a cosmetic change for StayinFront with new contract


On-demand sales force automation solution and CRM vendor StayinFront continues its push into the Fast Moving Consumer Goods market, with global cosmetics company L’Oreal selecting StayinFront EdgeCG to provide a single view of its business and enable better management of all merchandisers across its Australian Consumer and Pharmacy Divisions.

Paul Steer, National Operations Manager – Consumer Products Division, L’Oreal Australia, said the Melbourne-based sales and marketing operation of the company identified that increased visibility for managers into the activities of their field reps and the effective implementation of priorities for in-store visits were key to its uptake of the latest StayinFront offering.

L’Oreal’s Consumer Division merchandisers are responsible for the national placement of L’Oreal products, such as L’Oreal of Paris, Garnier and Maybelline, through retail grocery, discount and pharmaceutical chains including Coles, Woolworths and Priceline in Australia.

Steer said that by being able to prioritise in-store activities of all reps, L’Oreal will maximise the value from the time spent with each customer.

“With StayinFront EdgeCG’s integrated mapping, L’Oreal managers will have new levels of visibility into merchandisers’ sales territories, their workloads and achievements. They’ll be able to ensure promotional plans and priorities are effectively implemented in the field,” Steer said.

Steer said L'Oreal’s Consumer Division first selected StayinFront in 2011 in a strategic shift to gain efficiencies from field force automation for its 110 retail merchandisers, and following a comprehensive review of its future requirements and an extensive market analysis, L'Oreal has again established that StayinFront is the best fit to provide the full breadth of functionality it needs.

L’Oreal’s current users are migrating to StayinFront’s latest on-demand offering – StayinFront TouchCG on newly introduced iPads, while the 25 reps in the Pharmacy Division will be introduced to StayinFront in phase two. In expanding the rollout to a second division, L’Oreal will realise the productivity gains and economies of scale from a single SaaS solution.

“From our testing of available offerings, we have reaffirmed that StayinFront will give us the most effective, single view of our business and allow us to better manage and support all our reps,” Steer said. “We will have flexibility in how and when we use the functionality available to all our teams and managers across Australia.”

Kerrie-Anne Turner, StayinFront’s APAC Vice President and Managing Director Australia, said: “In its drive to out-perform in Australia’s competitive FMCG sector, L’Oreal undertook to find the best available solution to support its field reps from a single, on-demand system. We are delighted that StayinFront has proven to be that solution.”

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Peter Dinham - an iTWire treasure is a mentor and coach who volunteers also a writer and much valued founding partner of iTWire. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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