Field Service 365 proposes that digitalization in the FMCG industry mainly consists of five onlineizations: personnel onlineization, customer onlineization, market activity onlineization, channel order onlineization, and channel inventory onlineization. Among them, customer onlineization is the foundation for business reach to customers. In the past, FMCG companies mostly adopted multi-level distribution strategies, ignoring stores and not controlling them. Companies pushed goods to distributors, who were responsible for developing stores and stocking them, making it difficult for companies to know which terminals their products reached. It is common for an FMCG company to have thousands of customers (terminal stores). Large FMCG companies have hundreds of types and hundreds of thousands of terminal stores, such as KA, BC, CVS and other modern channels, as well as special channels like hotels, internet cafes, restaurants, and schools. These are numerous and widely distributed. To learn their geographic locations, delivery frequencies, and customer complaint situations, companies had to invest a lot of manpower in investigation, and it was hard to verify whether the information was true and accurate. In the past, there was also a lack of good technological means to assist companies in obtaining this information. Now, "those who win terminals win the world." Control over terminals has become the core of competition for FMCG companies, and the first step to controlling terminals is customer onlineization. Customer onlineization is fundamentally different from previous informatization. Informatization only records customer information, while onlineization is a completely new form of digitalization. Taking the many FMCG customers served by Field Service 365 as an example, achieving customer onlineization mainly refers to the following two steps: -01- The first step: Information onlineization. Customer master data needs to be clear and accurate, and recorded by the IT system, serving as the cornerstone for all other business operations. Information includes customer name, location, channel type, owner contact method, etc. In addition to this basic information, further classification of customer data is needed through other data sources or artificial intelligence. For example, collect and match the customer's business registration number to ensure it is a real store. Conduct real-name authentication for store owners to ensure the operation is by the owner. Analyze images frequently collected from stores to identify the main SKUs distributed by the store and competitor SKUs. For different channel types, there are more detailed information requirements. For example, if it is a restaurant, the number of private rooms needs to be collected; if it is a supermarket, the number of cash registers needs to be collected. On this basis, establish standards for customer information collection and attributes, and implement a complete approval process for adding and modifying customer data to ensure customer authenticity. Furthermore, by recording and analyzing the above information, depict customer profiles, build a customer tagging system, and establish a scientific and dynamic classification management mechanism. Only after this information is online can companies adjust their sales coverage strategies, assign different distributors and salespeople to different types of stores, and formulate visit plans or frequencies, and pay attention to store purchase details. -02- The second step: Business reach. Customer onlineization not only refers to the onlineization of customer information, but also to the business-based reach after customer information is online. Companies can establish two-way contact with customers through APP, mini-programs, WeChat service accounts, and other methods. Customers can place orders online independently. Furthermore, customers can directly receive payments for paid displays, photo rewards, etc., and use coupons issued by the company when ordering. This way, the company can connect more closely with customers and learn real-time business data such as ordering and display. At the same time, based on scientific and dynamic customer tags, increase attention to high-quality customers, identify and explore differentiated customer value, and automatically match different promotion strategies based on recent purchase situations to implement precise marketing push activities. After completing these two steps, company management can ensure the operation of tens of thousands of customers, and deposit customer information as the company's data asset. Market customer conditions can be updated in real time; business store reach can be precise and timely. This makes market information more transparent and brings sales efficiency improvements to the company. In the digital transformation of FMCG companies, customer onlineization is the foundation for business reach and the focus of business development. Field Service 365, with eight years of industry implementation experience, has served tens of thousands of companies and accumulated deep expertise. We will share more with you next time. Scan the QR code to register and experience immediately. If a tip is adopted, a reward of 400-2000 yuan will be paid.