When field data keeps up with decision-making. How FRoSTA structured field operations in Romania

In theory, FMCG field sales has long been data-driven. In practice, the real challenge is still data quality and its ability to support decisions while it is still relevant.

When data arrives too late, it loses its value

This was the situation FRoSTA faced in Romania. Although the company had access to large volumes of data, as Andrei Staub, Foodservice & Traditional Trade Manager, points out, it did not translate into operational effectiveness:

“One of the biggest challenges at that time was the lack of real-time access to market data. In a dynamic FMCG environment, the ability to make quick and informed decisions can create a significant competitive advantage. Previously, obtaining relevant information required direct communication with each field team member, explaining the data needed and waiting for feedback. This process inevitably delayed decision-making and reduced responsiveness.”

Store visit data was captured in Excel files, then manually processed and consolidated into reports. This took time – so much that by the time the insights reached managers, they often reflected an already outdated situation.

Recognizing the gap between data collection and turning insights into action became the trigger for change and for bringing structure to data management. This ultimately led FRoSTA to implement an eLeader SFA solution tailored to its operational needs.

eLeader SFA effect: standardized workflows, instant data access, optimized routes and visit frequency

One of the key goals of implementing eLeader Mobile Visit was to bring consistency to areas that had previously operated in parallel but without alignment:

• introducing a single visit standard across all teams,
• assigning product lists to specific retail chains,
• enabling immediate access to data after each visit,
• centralizing reporting and analytics.

The system began to reflect real working conditions – accounting for differences between retail chains and helping field representatives navigate this complexity more effectively.

At an operational level, the implementation made it possible to optimize routes and visit frequency, while also increasing the number of stores covered. Equally important was support in product identification and shelf availability checks, which reduced errors and sped up in-store execution.

“ Today, the way we operate is much more structured compared to the past. Each team member has clearly defined responsibilities, and, most importantly, we follow a standardized and consistent approach across the entire team. This structure allows me, as a coordinator, to better understand what is happening in the field and to quickly identify both opportunities and challenges. Overall, it significantly improves both coordination and execution quality.” –  says Staub.

The role of the store visit itself has also evolved. While the core steps remain the same, the outcome is now far more meaningful. Field representatives can immediately assess the situation and generate reports that serve as a basis for discussions with store staff.

From reporting to real impact on execution

The implementation of eLeader SFA system at FRoSTA did not change the nature of field work itself, but it significantly improved its quality. Data is no longer a by-product of store visits – it has become an integral part of them and a real support for decision-making, both for field teams and their managers:

“One of the most valuable lessons from this project was the importance of understanding the specific needs of each team member and how the tool can support their daily work.

Maximizing the value of such a system depends not only on the technology itself but also on how well it is adapted to the people using it.” – Andrei Staub concludes and adds:

„If the process were to be repeated, the implementation would start earlier.”