CRM for distributors
Call management, stock control, and network analytics in a single system
A major manufacturer had a network: 60 distributors and over 10,000 retail outlets across the country. Each one works by its own rules: some keep a notebook, some use Excel, some keep it all in their head. The client came to us with a request: “We need a single system”.
The distributors worked out of sync: some called without a plan, some kept spreadsheets, and some kept the data in their heads.
As a result, the manufacturer was losing control of the network and came to us with a task — to create a single CRM that would bring order to communications and sales.
The problems
we were solving
No call planning
Distributors called on instinct. New products reached stores chaotically, promotions were announced late, and important information got lost.
Loss of control
over stock levels
Nobody knew exactly what was happening on store shelves. Which products were running out, what was sitting untouched, whether deliveries needed adjusting — it all came to light by chance.
Unstructured communication
Calls turned into small talk. There was no clear procedure: what to check, what to inform about, which data to update, when to schedule the next contact.
Slow response
to needs
A store needs an urgent restock? "I'll pass it on to the manager, he'll get in touch". By that time customers have left for competitors and the opportunity is already gone.
No way to monitor coordination
Management had no idea how often distributors contacted stores, what information was passed along, or how effectively the network's work was coordinated.
A comprehensive system for managing telephone sales
At Nomium, we created a CRM system that turned chaotic contacts into a structured system for managing the partner network.
Smart scheduling of contacts
The system plans regular contacts with every store on its own. It takes into account turnover volume, delivery frequency across different categories, seasonal characteristics of the assortment, important events such as promotions or the arrival of new products, and the distributor’s workload.
Flexible priority settings
The distributor can adjust the automatically created plan: add urgent calls, reschedule contacts, and set reminders for follow-up calls.
Integrated communication system
Click-to-call makes it possible to instantly reach any retail outlet. During the call, the distributor sees the store’s current stock levels, sales dynamics by category, the status of planned deliveries, new products to inform them about, and the history of previous interactions.
A structured interaction protocol
The system offers a clear scenario for every contact. The distributor checks the stock levels of key products, informs the store about new items and promotions, finds out whether additional deliveries are needed, updates contact details, and schedules the next interaction.
Network performance dashboard
The system shows the real picture of the work: it tracks the frequency of contacts with each retail outlet, the speed of response to store requests, how effectively new products are communicated, turnover dynamics by outlet, and the quality of coordination by region.
Oversight of the distributors’ work
Managers see how each distributor coordinates their territory: whether they follow the contact procedure, how promptly they respond to requests, and what results their area delivers.
Results of coordination optimization
Increase in contact frequency
Planning helped distributors get in touch with every retail outlet regularly.
Reduction in response time to requests
Automatic routing and quick requests cut response time from hours to minutes.
Better network awareness of new products
A systematic approach made it possible to deliver information about new products and promotions to every outlet in the network.
Transparency of the network’s work
Management sees the real picture of coordination performance by region and by distributor.
Project outcomes
We created a system that turned the distribution network from a set of independent links into a coordinated organism. Chaotic contacts became a structured process for managing the partner network.
Effective distribution is high-quality coordination between the participants in the chain, where every link understands the needs of the others and responds promptly
Key insightOther projects we have delivered
We transform ideas into successful solutions with proven expertise.
