How Fearless Leader Mobile CRM Drives Mentos Sales

Numerous features + customization options

After a brief market study, Perfetti Van Melle opted for Fearless Leader as an alternative. "The app offers an impressive range of functionalities that fit within the available budget," says Willemijn. "However, what truly convinced us was the platform's openness. Fearless Leader integrates with other platforms and provides ample room for customization. For instance, our candies, mints, and gum are available both on store shelves and at the checkout, which means the app must support dual measurements. No other supplier could promise that functionality."

Additionally, the platform needs to support the sales teams in both the Netherlands and Belgium, despite their slightly different approaches. Cegeka provided a technical solution for this. "The local team was also important to us," adds Aster. "With Cegeka, we received a dedicated team that is always ready for us and conveniently located nearby."

Time Savings before, during and after

Every day, 49 employees use Fearless Leader. The app provides them with all the necessary information: schedule, email, planning, customer data, sales details, as well as a route planner, store images, and presentations.

"I've had the chance to work with the app myself, and it's incredibly user-friendly," confirms Willemijn. "The features save everyone time, not just during visits but also before and after. For instance, because the route planner calculates the route so precisely, our merchandisers can schedule one extra visit each day. Thanks to the email integration, everyone confirms their orders after the visit directly from Fearless Leader."

Data Driven Insights

Perfetti Van Melle is particularly pleased with the insights provided by Fearless Leader. "Our representatives report promptly after each visit, giving us insights into KPIs such as the number of visits, the duration of a visit, customer coverage, revenue, and more. Additionally, we observe how customers arrange their stores and whether they adhere to our product presentation agreements. During the visit, our representatives assess how our products are displayed on the shelves, how the supermarket communicates, and so on. Each store then receives a score in Fearless Leader."

The result? More insights for management as well as satisfied customers; "Thanks to all the data collected by Fearless Leader, we learn a great deal about in-store performance, sales, customers, and more. These insights, in turn, help us advise supermarket owners."

In close cooperation

Perfetti Van Melle has been using the CRM app for several years now and continues to refine and expand the tool in collaboration with Cegeka. "We started with a long list of functionalities," says Steven De Backer, Business Application Consultant at Cegeka. "Based on the budget and urgency, we determined the priorities together."

"The solution architect, the technical team, and the project leader from Cegeka were completely aligned with Perfetti Van Melle's project team. We met regularly in person, engaged in extensive discussions, and shared online work documents, which ensured a very smooth collaboration."

A project among a thousand

"Yet, an IT implementation is always intensive and challenging," says Willemijn. "No matter how well you test and prepare, there are always surprises. For instance, we revised the budget to add functionalities that were initially not planned. That was a bit tense, but we learned a lot from it. Since then, we have been monitoring the costs more closely."

"But our goals were always aligned with those of Cegeka. We all wanted to deliver a successful project. If there was an obstacle, they actively helped in finding solutions."

Willemijn and Aster agree: "We would collaborate again in a heartbeat. In fact, we already are: the app continues to evolve and expand, and the team remains the same." Steven nods in agreement: "This was a partnership of 1 in 1000, which we are happy to continue."