Exceedra

Retail Execution Solutions

Confidential

Q&A

Agenda

2

Overview

Case Studies

Exceedra Retail Execution Solutions

Introductions

04

03

02

01

05

Confidential

Agenda

3

Overview

Case Studies

Exceedra Retail Execution Solutions

Introductions

04

03

02

01

Q&A05

Confidential

AFS has grown both organically and through acquisition to better support the Consumer Goods

Industry, gain strong technology talent and expand our client base across the globe

30+ Years in Consumer Goods

1985 2005 2006 2007 2008 2011 2012 2013 2014 2019

AFS Founded

ERP

Company

Growing Through Best in Class Technologies

Distribution

Management

Systems

ERP and

Order

Management

Solutions for

Food and

Beverage

Astra and

Sales Partner

Systems

ERP for

Seafood

processors,

Best in Class

Order

Management

Motek & IRM

Corporation

Business

Intelligence

Solutions for

Manufacturers

and

Distributors

Becton-

Schantz

Expanded set

of features for

Order

Management,

CRM & SFA

solutions

Ross Computer,

Synectics &

Answer

DSD, Contract

Management,

TPM and Rebate

Management

MEI Group

and Quofore

TPM Software

solutions &

Services,

Mobile Retail

Execution and

Direct Store

Delivery

Visicom

Mobile Retail

Execution and

Direct Store

Delivery, CRM

and SFA

The POP

Company

Mobile Retail

Execution,

CRM/SFA and

Order Entry

Exceedra

TPx &

Integrated

business

planning

solution for

Tier 1 CG

organizations

Confidential

Solutions built for the Consumer Goods industry

Exceedra Solutions from AFS

Exceedra

Trade

Promotion

Management

Exceedra

Retail

Execution

AFS

Supply Chain

Management

• ERP

• WMS

• Retail

• Food

service

• TPO

• Direct Store

Delivery

• Retail

Execution

• Mobile Sales

Exceedra

Analytics &

Integration

• AFS Data

Analytics

• Bridge

Management

Confidential

Retail Execution Analyst Validation

• Recognized as a top 10 solution 6 years straight

• Customer satisfaction winner across the entire category

• Best in class recognition:

• Retail merchandising

• Guided selling

• Predictive – AI/ML

• Analytical insights

Promotion Optimization Institute

Consumer Goods Technologies

Confidential

Resourcing Correct level and structure of local resource to support implementation, change and post-go live

Training ProgramsSet of skills and solution training to ensure maximum ROI from change

Team Capability Assessments Sales, merchandising and delivery change aligned on new process and have skills to use new capability

Success KPIs

Defined and agreed both business and system success measures

Alignment

Local markets support changes in tools, capability and process

Process Defined

New processes sufficiently defined allow markets to understand impact

Leadership Support Leadership fully supportive

of initiative and see value

Readiness

& Change

Data and Integration

Local data in right condition for implementation. All integration points agreed

Proven Integrated Change Management Program

7

Confidential

Exceedra Integrated Business Planning and Execution Suite

8

Confidential

Retail Execution Solution Evolution

Exceedra RE Enterprise

Quofore RE/DSD +

Ross DSDUser Experience

Feature Reach

High User Adoption

Fast Sync Process

Global Presence

The POP Company

Route Management

Android/iOS

High Fit for Emerging

Markets

Strong APAC Market

Coverage

Visicom

Great UI

Robust Functionality

Suitable for Modern &

Traditional Trade

• Common platform with

plug-in modules

• Configurable management

console

• Multi platform and multi

device Support

• Integration with ERP, CRM

and other legacy systems

• Strong analytics including

Power BI

• Scalable, secured, highly

Available

• Hosted, mSaas or on

Premise

• Microsoft Azure cloud

technologies

Confidential

Customization

Fu

nctio

nalit

y

Custom

Development

Off The Shelf

• Functionality off the shelf

• High extension costs

• Lack of flexibility

• One size fits all

• Locked to a singular platform

• High development & consulting costs

• Long deployment cycles and time to

benefit

• No business process context

• Difficult to support and maintain

• Poor upgrade & migration path

Exceedra Retail

Execution & DSD

The benefits of a rich application with a

highly configurable architecture – providing a

unique combination of functionality and

flexibility.

Feature-rich and Flexible at the Core

Confidential

ExceedraRetail

Execution

Field Sales, Merchandising

and Delivery

Recommended Orders and Next Best

Action

Field SellerInsights and AssortmentOptimization

Digital Image

Recognition and Mixed Reality

Route Planningand

Optimization

SKU Max from Neal AnalyticsEnsuring each outlet has the optimal assortment based on your strategic goals and their local needs and preferences.

CallSmart from CACIBalancing business objectives against various constraints, automatically produce the most efficient call sequence for each working day.

Recommended orders and

Recommended Actions Leveraging artificial intelligence and machine

learning to recommend data-driven responses and actions that create the highest value.

Image Recognition and

Mixed Reality from Microsoft

Planorama and othersCapture shelf KPIs with Image Recognition and

deep machine learning, increase sales with mixed reality simulations.

Featured Complementary Technologies

Confidential

Mobility Solutions Customer Distribution

Role

Geography

~90,000 Users

North America

~21,000 Users

Latin America

~41,000 Users

EMEA

~36,000 Users

APAC

~70,000 Users

Sales & Merch

~25,000 Users

DSD

~26,000 Users

Van Sales

~10,000 Users

Dist. Management

~50,000 Users

Order Entry

Confidential

Agenda

13

Overview

Case Studies

Exceedra Retail Execution Solutions

Introductions

04

03

02

01

Q&A05

Confidential

Overview

Exceedra RE Enterprise

Confidential

CUSTOMERS

PROMOTION

PLANNING

PROMOTION

MANAGEMENT

FIELD

MANAGEMENT

INSTANT FIELD

INTELLIGENCE

(IFI)

IN-FIELD

EXECUTION

FIELD

METRICS

ACTIONABLE

INSIGHTS

displays

DSD &

VAN SALES

ACCOUNT

MANAGEMENT

Selling

✓ Pre-Call Plan✓ Selling✓ Orders✓ Promotions✓ Store checks✓ Perfect Store

DSD

✓ Delivery✓ Invoice/Payments✓ Orders✓ DEX✓ Returns✓ Asset

Management✓ Store checks

Merchandising

✓ Pre-Call Plan✓ Shelf

inventory✓ Displays✓ Surveys✓ Compliance✓ Store audits

Supervisor

✓ Store checks✓ Tasks/Actions✓ Alerts✓ Target/KPIs✓ Coaching✓ Management by

Exceptions

Management

✓ Operational Strategy✓ Key Account

Management/ Strategy✓ Objective Setting✓ Analytics, Dashboards,

aggregated data, drill downs

Introducing Exceedra RE Enterprise

All in one solution for sales, merchandising and delivery

Confidential

Solution Components

Insights

and

Analytics

Planning

and Admin

In-Store

Activities

Retail

Activity

Optimization

• Objectives, Opportunities and Thresholds

• Business rules configuration

• Master data management

• Territory, Route and Activity Planning

• Campaigns

• Contracts and Approvals

• Photo Curation

Planning And Administration

• Product Delivery

• Inventory Management

• Asset Tracking

• In-Store Surveys / Audits

• Perfect Store Scoring

• Digital Image Recognition

• Directed Activities / Workflow

• Guided Selling

In Store Activities

• Robust OOB Reports & Dashboards

• Actionable Insights & Management by Exceptions

• Identify Opportunities and issues

• Advanced analytics with ML+AI

Insights and Analysis

Confidential

Standard and hybrid role definitions are supported

Common Retail Execution Roles

• Define Strategy and Objectives

• View Dashboards and Reports

• Territory and Account Planning

• Key Account Management

Sales Management

• View Team Performance

• Manage Team Activities

• Customer Presentations

• View Reports

• Activities Directed to other team members

Supervisor

• Order Taking

• Guided Selling

• Sales Folder

• Streamlined pre-call Planning

• In-Store Tasks

Sales Rep

• In Store Auditing

• Guided Visit

• Step by Step Activities

• Image Recognition

• Product Availability

Merchandiser

• Delivery

• Cash Collection

• Inventory

• Assets and Empties

• Invoicing

• Reports

• Add-Ons

DSD and Van Sales Rep

Confidential

Customer

Details

Customer

Contacts

Messages

History

Historical

ActivitiesFact Sheets

Planograms Call PlanDriving / Route

MappingProduct

InformationProduct Lists

Store Activity Planning

In-store Visit Workflow

CampaignsAnnouncement

& MessagesTasks &

Objectives

Forms / Surveys

Monitorings / Audits

Digital Image Recognition^^

Perfect Store Measures

Budgets

Sales FolderTrade Asset Management

Orders ReceivablesCredits / Returns

KPI / Targets Rep Stock ExpensesCustomer

CommitmentsService

Requests

Mobile Modules for Merchandising

Image Recognition is an add on service

Confidential

Customer

Details

Customer

Contacts

Historical

Activities

Authorized

Product List / Listings

Audits /

Monitorings

Price Lists Fact Sheets PlanogramsProduct

InformationContracts

Orders Activity Steps CampaignsAnnouncement

& Messages

Tasks &

Objectives

Surveys /

FormsCall Plan

Minimum Must

List (MML)Sales Folder KPIs / Targets

Receivables

Scheduled

Deliveries / Booking Sheets

Cash TillsCredits /

ReturnsBudgets

Rep Stocks ExpensesCustomer

Commitments

Trade Asset

Management

Outgoing

Payments

Mobile Modules for Selling

Image Recognition and Predictive Orders are is an add on services

Confidential

Visit PlanRoute

OptimizationDispatching

Vehicle

Optimization

Picking and

Packing

Start of Day Vehicle CheckTime

Measurement

Cash Check-

Out

Truck Inventory

Check-Out

Product

Delivery

Van Sales and

PresalesDEX / ASN

Batch

Management

Price

Calculation

Returns and

Empties

Cash and Truck

Load Check-in

Product / Cash

DifferenceVehicle Check

Time

Management

Pre-SettlementReplenishment

Orders

GPS

MonitoringTour Review Tour Reporting

Mobile Modules for Delivery / Van Sales

Image Recognition and Predictive Orders are is an add on services

Confidential

Overview

POP System 6

Confidential

Sell and Merchandise like never before

POP6 Retail Execution

22

Confidential

Agenda

23

Overview

Case Studies

Exceedra Retail Execution Solutions

Introductions

04

03

02

01

Q&A05

Confidential

Customer Success

Case Studies

Confidential

Boosting store execution efficiency and effectiveness at the

largest global food and beverage producer

Challenge

• Gain new insights from

sales data.

• Boost profitable growth

in a highly competitive

market.

• Serve traditional and

modern trade with a

common solution

Solution

• Global re solution

configured for local

markets

• 20+ integration points

with SAP ERP & CRM

• Accommodate

modern and

traditional trade

Benefits

• Increase rep efficiency resulting

in an average of 1 additional

store visit per rep day per.

• Improved ability to measure

marketing successes.

• Harmonized business practices

across 70 global markets and

125 sales teams

“Competitive advantage comes from our ability to perform from

flawless, efficient and effective in-store execution.”— Director of Sales and Customer Development, Nestle

Confidential

Enabling the “perfect store” concept at a global manufacturer

of confectionary, pet and other food products

Challenge

• Improve planning and

control across multiple

geographies and

regions

• Enable execution of the

Perfect Store strategy

Solution

• Comprehensive call

planning, shelf

auditing, and guided

visits

• Drive immediate

insight to store

conditions and

exceptions

Benefits

• Increased sales with promotional

compliance and improved

product placements

• Significant cost reductions

through the automation of many

laborious manual processes and

the establishment of regional

operational standards

“We continue to deploy retail execution across an increasing number

of geographies and product divisions as our strategic mobility platform

to support our sales efficiency and effectiveness goals.”

Confidential

Creating a “Picture of Success” for SC Johnson in Western

Europe and Greater China market with Retail Execution on

Azure

Challenge

• Large team of 800

distributors employing about

1,300 reps –

• No store database, no ability

to determine if store was

actually visited

• Limited ability to score and

segment stores, making

Must-have SKU

management difficult

• Ordering on paper,

telephone, fax

• Unable to address needs of

Modern (Europe) and

Traditional (APAC) markets

Solution

• Single instance of

POP6 managing

1300 users across

organizations with

Enterprise in WE

• Centralized store and

product data and

target assortments

• Distribute schedules

to field to capture

orders, audits,

schedules across 4

regions, 5 channels

and 3 store grades

Benefits

• Support “PICOS” picture of

success program metrics

including OSA, MHSKU

compliance, SOS, Displays, etc.

• Greatly increased rep productivity

and visit effectiveness with route

planning, task/audits by segment

and rapid order capture with real-

time routing

• Verifiable visit history capturing

KPIs with roll-up by rep,

distributor, channel and segment

• Better collaboration within teams

“With AFS we have seen our field sales growing over 5X in just

a matter of weeks – we are breaking new ground, this is

Inspiring!”

GM, SCJ Johnson, China

Confidential

Supporting Core Capabilities and Driving New Business

Strategies with Mobile CRM / Retail Execution at Dean Foods

Challenges

• Needed a data driven solution to improve retail

communication and execution to drive

incremental placements, improved distribution

and increasing sales

• Unable to support Dean Food’s big bets and

optimize around highest ROI activities for

growth with disparate, manual or antiquated

field solutions

• Needed to deploy a common platform across

sales, merchandising and delivery

• Needed to move quickly to respond to board /

investor pressure to recapture market share

and grow sales

Solution

• AFS Retail Execution Enterprise

deployed on Azure rapidly (5 week

implementation) rolled out to all 400

field sales and merchandising team

members in North America serving

150,000 ship-to points

• Power BI for management dashboards,

field reporting and trend insights

• Leverage field intelligence and 3rd party

scan data from IRI and others to predict

store performance and optimize visit

activities

• Rolling out DSD to 5000 routes in 2019

Benefits

• Increased sales and customer

satisfaction with a motivated field force

able to seize opportunities and execute

in-store / less transactional – more

strategic partner

• Improved product availability,

merchandising and promotion

compliance

• Control, visibility and real-time front-line

intelligence delivered through Power BI

• Higher return on trade promotion

spending

“We are implementing an aggressive , multi-year plan to integrate and optimize our

operating model to drive our strategic plan, reset our company and make Dean Foods

more competitive”

Ralph Scozzafava, CEO

Confidential

Beer, soft drink and bottled water manufacturer sees

dramatically increased shelf availability with a retail execution

solution

Challenge

• Rationalizing,

standardizing and

streamlining operations

• Accommodate off-trade,

on-trade, modern and

traditional segments with

a single solution

• Support for Export

License and Urban

Development brand

ambassadors in non-

brewery markets

Solution

• Immediate

communication of

store conditions and

orders from 1,000+

reps

• Rapid time to value

(weeks) with cascading

rollouts

• Rolled out to Export

License/Urban

Development team in

US in early 2019

Benefits

• Decreased stock outs against

volume agreements by over 50%

• Improved ability to measure

marketing successes.

• Gained powerful analytical tools

that are easy to expand and

customize.

• Facilitated introduction of

Kronenbourg 1664 brand, and

enabled increased penetration in

On-Trade market in Eastern US

“In addition to our reps being up to 3 times more efficient in their visits, we

were pleasantly surprised to experience up to a 50% decrease in stock outs

against our volume agreements.”

Confidential

Driving operational efficiencies in sales and

merchandising across Central Europe

Challenge

• Slow, aging, heavily

customized legacy

application with

extensive SAP

integration

• Complex selling, pricing

and promotion

processes with country

specific regulatory

constraints and local

market requirements

• Stock management,

delivery and returns

requirements

Solution

• Common solution

adapted to

sophisticated local

market needs around

pricing, discounts and

promotions

• Support on-line, off-

line and on-demand

net change

synchronization

• Deep SAP and other

local ERP integration

• 600 user in Poland,

200 in HCS

Benefits

• Support sophisticated market

needs with fast, more efficient

and easier to use solution across

multiple roles including sales

reps, regional managers, KAM,

service technicians and tele sales

• Reduced receivable risk with

sophisticated class risk validation

• SSO via PepsiCo domain for

mobile and backend solution

• Guided selling with promotion

wizard and coupons

management

• KPI and targets based on territory

structure

“By upgrading to Retail Execution from AFS in Poland, Hungary, Slovakia and

the Czech Republic we have the ability to grow our market share with a

solution that supports our business now and into the foreseeable future”

Confidential

Q&A

Agenda

31

Overview

Case Studies

Exceedra Retail Execution Solutions

Introductions

04

03

02

01

05