Novamex Puts a New Spin on Store Information

Marketer of branded Mexican food and beverages selects handheld software to accelerate store information to sales, marketing teams; capitalize on new market opportunities

Cambridge, MA — April 22, 2005 — Eleven Technology, a provider of next-generation handheld software for the consumer packaged goods (CPG) industry, has said that its field sales and merchandising software has been selected by Novamex, a leading marketer of branded Mexican food and beverage products in the United States.

Eleven Technology's software, running on mobile handheld computing technology, will replace the paper forms currently used by Novamex's sales and merchandising teams. With the current paper model, it can sometimes take weeks for the distribution and promotional data collected at retail stores to be available to the Novamex marketing team and suppliers, inhibiting Novamex's ability to identify and resolve issues such as out-of stocks, new product penetration, promotional compliance and new market opportunities.

Gary Taylor, director of Sales Training for Novamex, said that Novamex serves many independent markets so sharing information more effectively across sales teams should create huge opportunities for the company.

"With Eleven Technology, we will get daily feeds of critical information such as distribution status and out of stock issues. With a comprehensive view of our U.S. distribution network we can react instantly to take advantage of new market trends or move product to address unforeseen demand," commented Taylor. "Our field representatives will also be significantly more efficient, so they will have more time to work with the store personnel to drive sales and identify new opportunities."

In the past five years, Novamex has invested in integrated marketing and promotional programs to increase consumer awareness, leverage trade merchandising support and generate consumer take-away. With over 50,000 distribution points in 50 states across the United States, representing 97 percent of Mexican-American households, Novamex needed a system to complement its investment in marketing and promotions.

"Novamex has been extremely innovative in marketing and merchandising to reach their target Mexican-American households," said Brian Hodgson, vice president, Marketing of Eleven Technology. "With Eleven Technology, their sales marketing, sales and merchandising teams should now get more detailed and actionable information. This should enable Novamex to drive additional revenue and open new markets. The [stock-keeping unit (SKU)]-level data they will be collecting will provide better visibility and ensure their investments in trade promotion pay off in increased product sales and successful new product introductions."