To help boost the field marketing team’s efficiency, DKSH Smollan Field Marketing focused on ensuring that manpower resources were properly utilized in stores. We implemented a minimum coverage based on store classification and maximized time spent on core tasks using the “70:20:10 rule”: 70 percent on core tasks, 20 percent on non-core tasks and ten percent on travel time.
The core tasks are related specifically to order prompting, shelf replenishment, price check and product display. By classifying stores using historical sales data and by the level of priority, we were able to help the client measure actual time spent in the store on core versus non-core tasks, extrapolate using historical data and map in-store processes to differentiate core versus non-core tasks.
We also streamlined non-core tasks like interbranch transfers, returns collection and other ad-hoc tasks so that they were better managed and did not disrupt the main functions.