Voortman Cookies Selects Technology To Drive Revenue, Field Sales Performance

CPG firm to use handheld software for insights that it hopes will increase sales

CPG firm to use handheld software for insights that it hopes will increase sales

Cambridge, MA — April 6, 2005 — Canada-based Voortman Cookies has been taking a pretty big bite out of the U.S. consumer packaged goods market, and in a bid to manage that growth the company has selected Eleven Technology to provide its field sales and delivery handheld solution.

Voortman said it plans to increase the performance of its independent distributors by improving speed-to-shelf, increasing promotion compliance and effectiveness, and lowering stales and stock-out situations — all actions that exceed the existing capabilities of Voortman's current data-entry handheld tool.

The CPG firm will deploy Eleven DSD, a direct store delivery solution, on CK60 rugged mobile computers by Intermec Technologies Corp. The solution integrates key data — carry over, sales history and promotions — to generate optimal order and delivery quantities. Additionally, field users will use intelligent selling prompts and multimedia selling aids to help drive growth through sales of new products and promotions.

Adrian Voortman, chief operating officer for Voortman Cookies, said that Eleven Technology provides Voortman with key competitive advantages. "We selected the Eleven Technology solution because it goes well beyond process automation. The focus on improving sales rather than simple transaction processing will increase opportunities for our representatives and independent operators," he said.

Voortman added that the information that is captured can be used to optimize the success of new products and increase product penetration in the markets we serve. "We have sophisticated promotion and pricing strategies, and complex settlement requirements," he explained. "Eleven's knowledge and pricing engine technology were unmatched in anything we reviewed. Finally, Eleven Technology's understanding of our business made them the only valid partner for such a critical initiative."

Over 500 sales representatives and independent operators serving over 50,000 stores support Voortman's aggressive growth. With the increase in product offerings and expansion throughout North America, Voortman needed a solution that could help accelerate growth without the corresponding increase in people.

"Voortman is taking an opportunity to leapfrog not only in technology but performance. It is tremendous to work with companies like Voortman that take a strategic yet pragmatic approach to implementing technology. They are focused on how it increases success with the customer," commented Tim Curran, CEO, Eleven Technology.

For more information on solutions for the service and support chain, see the articles "In the Field and All Grown Up," the Net Best Thing column in the June/July 2002 issue of iSource Business (now Supply & Demand Chain Executive), and "Time to Prove It," the Net Best Thing column in the April/May 2003 issue of the magazine.

For best practices in service parts management, see the SDCExec.com article "Three Keys to Successful Service Parts Management."