Articles by 实现客户在线化的

Customer Onlineization: A New Step in Business Reach for the FMCG Industry

Field Service 365 proposes that digitalization in the FMCG industry mainly consists of five onlineizations: personnel, customer, market activity, channel order, and channel inventory. Among them, customer onlineization is the foundation for business reach. 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. A typical FMCG company has thousands of customers (terminal stores), and large ones have hundreds of types and hundreds of thousands of terminals, such as KA, BC, CVS, and special channels like hotels, internet cafes, restaurants, and schools. To obtain their locations, delivery frequencies, and complaint situations, companies had to invest heavily in manpower and verify information accuracy. Now, "those who win terminals win the world," and controlling terminals is core to competition. The first step is customer onlineization, which differs from traditional informatization by enabling real-time, two-way business interaction.