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The process of building it together with Geoblink was excellent. From the beginning,they understood our needs, integrated our data, and customized certain features toenhance the user experience for Danoners.
Zarbano Favio Hernan
Field Sales Force Director
The main challenge we faced with previous methos and tools was clustering proximity stores to decide which ones our salesforce needed to visit. With over 30,000 POS in the proxy channel, segmentation tools like Geoblink were essential.
Product used
Geoblink
Creation date
1919
Presence
+120 countries
Brands
20-30
Factories in Spain
5
Without MyTraffic
- Difficulty clustering proximity stores to prioritize sales visits
- No clear method to decide which POS (30,000+ in the proxy channel) to visit
- Lack of data-driven segmentation to identify high-potential locations
- Need for a tool to integrate internal data with location insights
With MyTraffic
Integrating our internal data with location data in Geoblinky Traffic led to three key improvements:
- Clustering stores based on real data to identify which ones are more convenient
to visit. - Optimizing routing to reduce extra kilometers and reorganize the field salesforce
schedules. - Quantifying opportunities to recruit new stores through commercial visits and
prioritizing those with growth potential.
Could you briefly introduce Danone and its core missions?
Favio Hernan Zarbano: "Danone is a leading global food and beverage company with three main fast-growing categories: Essential Dairy and Plant-based products, Waters, and Specialized Nutrition. We’re driven by our mission to bring health through food to as many people as possible by creating nutritious products, raising awareness about healthy eating and drinking habits, and conducting our business sustainably. Our success depends on our ability to protect our natural resources. We want our business to make a positive difference at every level – economically, socially and environmentally. Our vision for the future of Danone is a sustainable business that respects each culture and each individual. We are one of the Spanish largest B-corps companies within the food industry with the highest score.
Before using Geoblink, how did you analyze location performance and trade areas?
Favio Hernan Zarbano: "The complexity of the situation was never deeply analyzed to determine our goals or prioritize sources of opportunities. We visited stores based on the Field Salesforce head's background, a banner, or because it seemed necessary."
Which KPIs or business results have improved since adopting the platform? (e.g. footfall, sales per site, location targeting accuracy)
Favio Hernan Zarbano: "Since we adopted the platform, we observed:
- +34% in recruitment efficiency
- +17% on Sales
- +145 bps TDP in high runners SKU (Stock Keeping Unit) on store through clusters we did, meaning better distribution of the best-selling products in stores.
- Re-vamp our full proxy universe from non organized channel to organized to keep tackle the opportunitiesyear by year"
Which Geoblink data or features help you better understand the potential of your
locations?
Favio Hernan Zarbano: "Territory management is my favourite part of the tool. You can customise it from scratch. Regardless of the previous configuration, if you know your goals, you can easily find a solution by combining information."
Would you recommend Geoblink to others in your industry? If yes, why?
Favio Hernan Zarbano: "Yes, certainly. Our user experience has remained relevant for over four years of extensive collaboration. Additionally, their customer support and experience have been excellent from the beginning, thanks to their dedicated team."
As the Field Sales Force Director for Danone Spain, along with Martin Santourian, Head of Sales Operations & Excellence, I am responsible for transforming our Salesforce into a true competitive advantage. Our goal is to provide them with the appropriate tools to enhance their performance and effectiveness, ultimately driving sales growth in stores.
Zarbano Favio Hernan
Field Sales Force Director
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