Sanofi digitized 75,000 stores across 30 nations with Trax Retail Execution
See how Trax Retail Execution helped Sanofi gain valuable insight into their in-store execution, measure Perfect Store compliance, and increase sales growth. Sanofi is the fifth largest pharmaceutical company in the world. Every day, Sanofi’s 100,000 employees are committed to improve the lives of people around the world, with sustainable and responsible solutions and initiatives.
SKU prioritization made possible
Accurate portrayal of merchandising conditions
+17% sales uplift
Sanofi is one of the better-known healthcare brands in the world for a reason. The company invests billions in R&D to develop innovative products and solutions for a broad spectrum of medical conditions.
To fulfill the company’s mission of creating healthier, fuller lives, Sanofi’s sales force must ensure that the range of their products is available in the right quantities at the right price in the right store.
However, teams faced a twin challenge: widely varying in-store execution requirements across markets, and an over-reliance on sell-out reports and manual data collection methods to understand store-level gaps and opportunities. To meet these challenges, Sanofi sought a single, consistent view of what’s happening at shelves across markets; to improve their execution consonant with their “picture of success” and to build an organization-wide culture of execution.
More insights at the operations and management levels
Sanofi has deployed Trax Retail Execution hand in hand with their Perfect Store program in 75,000 stores in over 30 countries. With Trax’s image recognition technology hosted on AWS, Sanofi’s sales reps can visit stores, take pictures of shelves and effectively digitize the stores. Sanofi’s management teams now have the revolutionary capability of viewing actual merchandizing conditions without even having to visit a store.
Better prioritization abilities
Sales reps can focus on the right things even before getting into stores, including what customers to prioritize, how to segment them and what stores to visit to make the highest impact. Instead of trying to measure numerous SKUs, which were not necessarily driving growth, reps now have streamlined information from Trax which tells them exactly which SKUs to focus on and what levers to pull at any given time.
Higher growth potential
Sanofi’s Perfect Store program identifies the stores, brands, and products with the highest growth potential in each market. The program aims to develop guidelines for sales teams to execute the right strategy in these stores. Using Trax, Sanofi can now objectively measure its Perfect Store compliance; from tracking basic KPIs such as route-plan compliance and must-stock list availability, to the more advanced metrics such as brand block, POSM presence, display execution, and store quality. Stores with perfect execution saw an uplift of 17% in sales compared with other stores.
- International Head of Commercial & Business Operations
Trax has helped us drive our perfect store program to the tip of everybody’s tongue. It is now a complete mindset shift for the organization where we now focus on executional excellence every day.
The bottom line
With Trax, Sanofi has gained a common platform to view in-store execution performance across various markets. Furthermore, the Perfect Store program has led to 2% sales increase year-over-year in 2018. Trax Retail Execution is now an everyday tool for not just frontline teams but also any stakeholder who is involved in translating Sanofi’s mission of ensuring healthier lives at the point of purchase.