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Consumer companies hit bump in digitising the supply chain

Parle Products has a system called sales force automation with its on-ground sales team to help it capture demand from retailers

The biscuit brand Parle-G reassured customers with a film about its packaging process, Flipkart has stepped up its advertising around sustainable packaging and Coke Vio promises clean packaging
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Parle Products has a system called sales force automation with its on-ground sales team to help it capture demand from retailers.

Sharleen D’Souza Mumbai
Consumer companies are working on ways to not just digitally capture data of reta­ilers, who sell their products, but also help them place orders directly with distributors.

However, the issues companies face are that if they digitise retailers’ lists, it becomes difficult to push slow-moving packs and introduce launches through retailers.  These are typically done by a company’s ground sales team. Also, retailers are not keen on placing orders digitally yet.  

Despite these challenges, companies are looking to digitise the supply chain.  This is because it helps in not just making it simpler to receive orders directly from the retailer but also

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First Published: Nov 29 2021 | 1:55 AM IST

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