Peak & Peak enhanced B2B sales for CFP by leveraging advanced Salesforce solutions and AI-driven video recognition technology, effectively bringing the Perfect Store Concept to life.
THE CLIENT
CFP Brands is a joint venture of Perfetti van Melle, Ricola and Fishermens Friends to distribute their shareholders’ products exclusively in the German market.
Industry: Candy
1 Country
THE PROJECT
Peak & Peak accompanies CFP Brands on the transformation of their B2B Sales Processes by implementing the Salesforce Consumer Goods Cloud alongside the Offline App and an AI Solution for Video Recognition with the vision to create the Picture of Success / Perfect Store Concept. Main Areas are:
Strategic Account Management
Marketing & Trade Marketing
Category Management
Automated Visit Planning- & Execution
Perfect Store Analytics
THE CHALLENGES
more efficient and effective ways of working to optimize revenue and support long-term growth
Increase the brand's sales and market share
Establishing a points system (PICOS)
Service processes and structure needs to be improved to provide better customer service
enable visibility of information throughout different teams e. g. information from Marketing/trade marketing for the sales force
Networking of category management & sales force
Continue using and connect Microsoft Power BI
Bad Usability of current system
- Director Shopper Marketing @ CFP Brands
THE SOLUTION
Salesforce Consumer Goods Cloud: This robust platform formed the central nervous system for CFP Brands' B2B sales processes, acting as the primary CRM and sales automation tool.
Offline App Integration: The Salesforce Consumer Goods Cloud Offline App provided crucial functionality for sales teams, ensuring uninterrupted access to data and capabilities even without an internet connection during field visits.
AI Solution for Video Recognition: An artificial intelligence tool was implemented to automate and enhance store audits, enabling precise and efficient shelf checks.
Real-time Data Sync: The AI-driven video recognition tool seamlessly synced critical KPIs and audit data directly into Salesforce, providing immediate visibility and insights.
Unified Platform for "Perfect Store Concept": These integrated technologies collectively brought the "Picture of Success / Perfect Store Concept" to life, standardizing and measuring optimal retail execution.
EFFECTIVITY
SCALABILITY
EXPERIENCE
360° VIEW
THE IMPACT
Optimized retail execution and strategic account management drive revenue growth.
Unified systems connect sales, trade marketing, and category management for seamless execution.
Advanced analytics and dashboards provide deeper business insights for smarter decision-making.
Automated processes reduce manual effort, allowing teams to focus on value-driven activities.
Better service structures and visibility ensure more personalized and efficient interactions based on data insights.
AI-powered store audits and real-time data improve shelf presence and category management.
Integrated CRM and Power BI provide actionable insights for sales and marketing teams.
MEASURED SUCCESS
INSIGHTS
Consumer Goods Cloud: Sales Rep perspective
Efficient Store Visit Planning by spending less time on administrative tasks and knowing what to focus on
Increase Store Compliance & Revenue by more efficient and easier field execution
being able to spend more time with the right customer and sell more because of real-time insights
Seamless Transparency & Collaboration
Consumer Goods Cloud: Easypicky integration
Add-on integration: image recognition tool for shelf checks and more efficient store visits and reporting with synced KPIs to Salesforce