C&C manufactures cider products, marketed under the Bulmers brand in Ireland and Magners worldwide, and also markets and distributes a range of spirits and liqueurs in Ireland and internationally. Prior to 2007, C&C also manufactured a range of soft drinks under the Club brand and also international brands under licence such as Britvic, Pepsi and 7UP.
The Challenge
The first solution was initially required to replace a paper-based system for two divisions: C&C Wholesale distribution and Finlater Grant wines and spirits, involving 57 field reps calling on pubs, off licences and high street stores. Installed using Fujitsu tablets as the hand-held terminal, the system provided order recording with additional opportunities to record stock, competitive and promotional details from outlets.
The Solution
The flexibility of the edg system in changing company structures was demonstrated by two developments at C&C. When the decision has taken to employ a contract sales company to handle Finlater Grant business, they retained the same edg system and were able to supply
sales reports in the same way.
Business Benefits
- Sales staff in the field have access to product and customer data, order history and competitive information
- Staff can report on merchandising and customer feedback and even include additional anecdotal information
- Sales management have a comprehensive reporting tool that will allow rapid analysis of sales trends, leading to efficient implementation and management of tactical promotions
- Third party market data can also be incorporated to give a complete interactive sales management tool
- The speed of the handheld system, enabled deliveries to be fulfilled quicker and therefore customers could be invoiced sooner, improving cashflow and customer service
