Service Desk Ensures Company Business Continuity

One of the efforts to provide better service to customers is the availability of a Service Desk. Undeniably, customer service is the key to winning the business competition. But customer service alone is still lacking. For this reason, now services must be based on information technology.

What’s that service Desk? Based on guidelines from the Information Technology Infrastructure Library (ITIL), the Service Desk is a single point of contact (SPOC) between service providers and customers or users.

In other words, the Service Desk is a communication center service, where customers (users, employees, and stakeholders) seek help related to IT problems, and then (Service Desk team) sends solutions to customers on time.

In fact, this service does not only focus on managing incidents and requests, but also provides interfaces for other processes, such as Incident Management, Service Requests, Clarification, User Education, and so on. In fact, in most organizations, the Service Desk is integrated into other business processes such as travel booking, new employee onboarding, data and reporting, documentation management, and so on.

In short, the existence of a Service Desk provides benefits for the company. Among other things: increasing customer satisfaction, reducing the total cost of ownership of IT services, and reducing costs through efficiency and support for the smooth running of IT services.

In addition, other advantages of having a Service Desk are the availability of information about the incident to all support personnel, reduced service life of incidents, better procedures for tracking, improving, and dealing with incidents. Also, online availability of better quality information (including known errors, query solutions, and history, and external sources of information), and greater availability and accuracy of management information.

Service Desks emerged with broader, strategic, and cross-functional objectives. The whole purpose is to improve IT services and business procedures to keep them running and functioning as usual.

  • Service Desk Prethesis

As a company service provider, Prathesis developed a Service Desk as a solution to deal with problems and reports submitted by customers or consumers, by utilizing a numbering system (ticketing) that makes it easier to track and monitor the types of problems that come in so that settlement actions are resolved more quickly.

“The main reason why we introduced this service is to answer the pain points of the principals in ensuring business continuity, especially in the IT area, so that day-to-day operations can run smoothly without interruption. And, principals can focus more on their main business,”.

The existence of this service will help companies improve services that encourage significant company growth. This service is a solution for customer pain, especially at the point of building an internal IT team that is full of dynamics. Also, minimizing capital expenditure and converting it into operational expenditure. Again, maintaining business continuity, especially in daily operations.

This is because the Prathesis Service Desk has sophisticated functions and capabilities. These include knowledge base, multichannel, analytic dashboard, SPOC, online/offline implementation, and issue handling. Ticketing tools in Prathesis Service have the function of organizing task lists based on priority, keeping all customer information history, working efficiently because it handles many different problems at the same time. In addition, this ticketing provides a quick response to customer requests, provides the best solutions from the support team, and provides professional services.

Service Desk Prathesis has features and usability to support requests from customers. First, Incident Management, which provides support and solutions related to issues/cases. Second, Service Request, by providing assistance related to the requested service. For example, data resynchronization, and so on. Third, Clarification, which is to provide assistance and explanations related to standard company procedures (SOPs) and user guides. Fourth, User Education, to deliver knowledge related to certain modules/features. This includes Analysis, testing, patching, and release updates. Fifth, Value Driver Capture, which functions to make daily notes and various inputs.

How is the workflow of this Prathesis Service Desk? Every issue/request/user clarification that comes from users will be received by the Prathesis team, either through email channels, direct calls, chatbots, to provide solutions to problems encountered. If it needs to be escalated, then the team will escalate to L2/L3 to get an immediate solution so that it can be followed up again to the user.

“All these activities, from the beginning, will be recorded into our ticketing system so that they can be easily tracked and monitored. Thus the response and SLA will be maintained as expected,”

Strategy for Optimizing Online Orders

Time has shifted to the digital age, without the need to leave the house, people can Online Order everything they need and even make money from their bedrooms. Especially during this pandemic, the use of digital devices is increasing, human mobility which must be reduced on a large scale seems no longer a barrier because there are more practical and efficient ways to obtain various goods and or services.

Sales in several marketplaces have increased many times during the pandemic. All because people’s habits are now moving, from shopping offline to shopping online.

As a company owner, you certainly have to adapt to these conditions. You already have to be technology literate to be able to play in the excitement of the digital market.

One of the things you should do is open an online ordering line. For this, it is necessary to develop an appropriate online order strategy, so that the product is quickly accepted by consumers. Here are strategies you can take to increase your business through online ordering:

    • Prepare the Door

The door in question is where customers can order your products. The door can be a website, social media, or a marketplace. Don’t hesitate to make a website because it can be the main foundation so that sales are wider, growing, and known to the public of course. If in the real world you have a physical store and employees who look after it, then in the virtual world the website is your ‘store’ and the admin is the one who maintains and serves the purchases. The website should always be online 24 hours, quickly accessed, anti-complicated club, and safe in transactions.

    • Use Professional Themes and Get Subscribers from Organic Traffic

Like a shop, the website must also have an eye-catching appearance and use a professional theme. It is undeniable, the first appearance is able to influence potential consumers.

Furthermore, the website applies Search Engine Optimization (SEO) techniques so that it is search engine friendly and easy to find in Google search results.

    • Implementing a Content Marketing Strategy

You are already familiar with the word content, right? Content can be the main attraction, especially on social media, such as Facebook, Instagram, and Twitter. Create content that has useful value, relates to the times, is relevant, interesting, and builds communication (audience).

This content marketing strategy allows you to get high traffic and become a selling point. The information conveyed can be in the form of products, materials used, tips, unique facts, and benefits packages in the form of narrative articles, pictures, and videos.

    • Understanding Consumer Needs Through Promotions and Discounts

Who says promos and discounts can only be obtained when shopping offline? Today’s online shopping lovers also want these two interesting things. Believe it or not, when these two magic words are used, consumers also feel interested in shopping even though they are not really needed. For example, giving a gift of bath soap for every purchase of at least 3 bottles of shampoo. In order to understand more deeply, the producer or company can conduct a simple survey or poll.

    • Maximizing the Power of Personal Branding

Finally, one of the online order strategies to increase business is to maximize the power of personal branding. Personal branding serves to promote themselves and their achievements and increase credibility, expand connections, and increase consumer confidence.

Then, how? You need to display a company image according to your portfolio, strengthen your website, maximize social media, and have a reliable marketing strategy. If needed, network and collaborate with influencers, celebrities, or bloggers.

Those are some online ordering strategies to increase business that you can try to implement. One thing is for sure, the success of an online business starts from the company’s readiness to face the changes and advancements of the digital-based era.

Perfect Store Implementation To Increase Sales

In the previous article, we discussed what Perfect Store is and why FMCG business people should implement it. The definition of Perfect Store is a store where the 6Ps (Product, Pack, Placement, Promotion, Price & Proposition) are applied perfectly. The goal is for customers to get the maximum shopping experience which then encourages increased purchases of goods. Perfect Store is important in the FMCG industry because it is able to align the profile of each store with market conditions, and is a way to reach more customers.

Basically, Perfect Store is a store that provides a convenient shopping experience for consumers. This concept can be implemented with the help of retailers and sales agents/representatives to encourage brand image building This concept was born from multinational FMCG companies, with different terms such as “Perfect Store” by Unilever, “Golden Store” by P&G, “RED – Right Execution Daily” by Coca-Cola and “Flawless Execution” by PepsiCo.


Then, what is the best implementation of Perfect Store to help increase sales?

  • Knowing Consumer Behavior Patterns

Companies engaged in FMCG products often conduct research to find out patterns of consumer behavior, one of which is how the movement or trajectory of consumers in the store. By knowing the impulsive patterns of customers in shopping, brand owners can determine where the ideal position of their products is in each store. A simple example, a mother might enter a mini-market just to buy bread, but because besides the bread rack there is jam and butter, she impulsively buys the two items. Likewise, cleaning items in the house, are always in the group. Not surprisingly, near the stain cleaner, there is a cloth hanging just like that. All of these things are basically to encourage impulse buying attitudes.

  • Implementing 5Ps perfectly

Product, Placement, Promotion, Price, Pack, and Proposition (6P) is the most basic thing in the implementation of Perfect Store.

The product placed in the store is very important. Not all stores need to sell the same product, many factors consider the best store location for each product. An approach that targets visitors to each storage area can help create a loyal shopper base. Product availability also needs to be considered. For goods with high substitutability, when our products arrive late or are out of stock, it can cause consumers to switch to competing brands.

From the “placement” side, it is very important to think about where the product is placed in the store to provoke new purchases. For example, we often see at the cashier there are toys and children’s food. Shop owners understand that parents who shop with their children will spend time waiting in line to pay. At that time, the focus of the child’s eyes will be on the items in front of the cashier that encourage purchases.

Meanwhile, promotion and price are two inseparable things. Promotion can be in the form of price reductions, bundling with other products, reward programs, or other initiatives. Meanwhile, price determination is how goods remain competitive, considering that FMCG consumers are consumers who are quite “price-sensitive“.

Packaging or packaging also determines purchasing decisions from consumers. For this reason, it is very necessary to develop attractive packaging according to the target market of each product. The last is the proposition, which is how manufacturers determine the position of their products compared to competitors, which includes uniqueness and what “promises” are given to consumers.

  • Develop Key Performance Indicators

Each retail store must define its own Perfect Store standards. It all depends on the target market, distribution channels, and others. But overall, that there are 4 main Key Performance Indicators (KPI) that influence buyer decisions, and for that, you must set clear targets.

The four KPIs are,

  1. Availability which includes product availability, product variations, out of stock explanations.
  2. Visibility which includes how products are displayed, shelf sections and levels, planograms, and display layouts.
  3. Display which includes (Number of products displayed, storefront placement, the introduction of new products/NPI, and promo programs.
  4. The value which includes price, perceived value, recommendations.

The four KPIs must be monitored properly so that the implementation of Perfect Store runs optimally.

What is Perfect Store and How to Apply It?

One of the needs to face retail business competition is mapping the strategic placement of products in outlets, which easily attracts consumers’ attention and will have a direct impact on increasing sales. The “perfect store” is a method that accommodates these activities. The definition of a perfect store is a store where the 6Ps (Product, Pack, Placement, Promotion, Price & Proposition) are applied perfectly. The goal is for customers to get the maximum shopping experience which then encourages increased purchases of goods. Perfect Store is important in the FMCG business because it is able to align the profile of each store with market conditions, and is a way to reach more customers.

  • How can that be?

When shopping for retail at a store, have we ever thought about how store workers manage the placement of goods at the outlet? Are only grouped by types, such as food and cleaning equipment in their own place. However, we often see some brands placed on the front shelves, while there are other brands of the same type that are placed behind.

The use of Perfect Store terminology is different for each FMCG company but actually refers to the same activity. “Perfect Store” is used by Unilever, “Golden Store” by P&G, “RED –Right Execution Daily” – by Coca-Cola, “Flawless Execution” by PepsiCo, and “Pictures of Success” by Belfoods and Sinarmas.

  • Perfect Store Application

The application of Perfect Store can be different for each outlet. A salesman or salesforce must know the character of each store to implement Perfect Store properly. Some of the factors that must be carefully analyzed in each store include:

  1. What is the appropriate grouping of goods?
  2. What is the best pricing and promotion strategy?
  3. Where is the best location for your product in-store?
  4. What is the best display?

In addition, the principal or distributor must also know the character of the visitors to each store. The characters here are how they choose products, how the visitor’s route around the store, including how they respond to the promos that are in the store. The pattern of store service also greatly influences purchasing decisions. This can also be a consideration for distributors in deciding which store is the most appropriate to sell their products.

For FMCG businessmen who are new to implementing Perfect Store, the main pattern that must be seen is when customers enter the store. Generally, they will be attracted to items that get large displays, in strategic places, or dominate. The ease of getting items on the shelves is also very important, for example, one brand gets a position of up to 2-3 rows on one shelf so that its position looks dominant and catches the eye. Purchase opportunities will generally be greater for products with displays like this.

However, the shop’s job is not only to make them buy the product but how to fill their shopping cart with more or how “impulse buying” happens to every consumer. In order for impulse buying to occur, the store needs to design other strategies such as discount promotions, bundling promotions, or club member promotions.

The implementation of Perfect Store must be accompanied by accurate data collection. This data will be the basis for making decisions for various strategies to improve the implementation of the next Perfect Store or the same implementation in other stores.

The Need to Build an Online Ordering System

It is no longer the time for all business transactions to be carried out directly. In the last decade, almost all businesses from B2B to B2C have entered the digital world (Online Ordering System) as the most crucial part of sales and various other transactions. Mobile devices have also become the main tool of today’s transactions. Especially in the past year, during the pandemic, health protocols have become our new focus. Technology is now a keyword in the success of various business activities today, including the distribution business.

The demand for the use of technology has now become an absolute thing that must be mastered by almost every company. When physical meetings were limited due to the ongoing pandemic, online sales and e-commerce platforms actually reaped a significant increase. With sales transactions through the internet network, orders can be made directly by consumers because information about detailed product info is already listed on the product catalog page. Bargaining processes such as conventional transactions can also be minimized so that transactions become more efficient. In addition, from the seller’s point of view, the recording process will be easier because it is done automatically and monitoring of sales progress can also be monitored.

The most important thing with building an online ordering system is to encourage the growth of new opportunities. Why is that? First, the Indonesian population is spread across various islands, is a very large market share, the existence of an online ordering system makes it easier for companies to reach a wider market. Second, the existence of an online ordering method will help companies increase brand awareness because product information is easy to obtain. Third, online ordering makes the store seem “no need to close”. Consumers can place orders anywhere and anytime.

Orlin from Pratesis

Seeing the existing conditions and opportunities, Prathesis created a B2B solution platform named ORLIN as a digital-based ordering system that provides many benefits for customers, distributors, and principals, and indirectly benefits the health of the wider community.

This pandemic has changed the behavior of stores which ultimately requires a digitally connected store network in order to continue to grow in the midst of this difficult time. For example, the company’s sales staff visit the store to be hampered due to restrictions that occurred in some areas and cases of out of stock in several locations due to these restrictions.

What are the advantages of implementing Orlin?

  1. Distributors can freely expand their business reach, without area and distance boundaries so that it is easier to open up the market by attracting new customers.
  2. Simplify ordering goods while reducing interaction between sales and product orders in the field.
  3. Digital technology that will facilitate, secure, and encourage business growth.
  4. Utilizing technological advances to improve services, providing convenience in the speed of ordering products 7×24 hours, with all existing devices.
  5. Speed ​​up product orders through the application, directly connecting customers and distributors

Basic Errors in the Distribution Process

The process of distributing a product is basically all a series of jobs that are quite complex. Many stakeholders are involved, not only producers or principals but also wholesalers, retailers, and the systems involved, then leaving traces of many basic errors in the distribution process. In its development, more and more companies are realizing that activities are not a simple process. The wider the scope of distribution, the more diverse the types of products, the new challenges must be faced every day. That’s why nowadays distribution support applications as one of the effective and efficient distribution solutions are also growing.

However, there are still some crucial issues that often occur and must be anticipated by the company so as not to have a significant impact on the business as a whole.

  • Wrongly Identifying the Market

The market is the most important factor in every business, so is the distribution process. The difference is, the distribution is very dependent on the demographics of the target market, including the character of potential customers, age, preferences for products, and so on. In general, the locations of potential customers can be grouped in one area. The urban or rural target will determine how the distribution pattern is built.

The target market must also consider the individual, family, or corporate market. Of course, the corporate target market cannot be distributed through retailers or retailers. The pattern of treatment of producers/principals towards their target market must also be different. In conclusion, the company must be able to build a distribution pattern based on the target market.

  • Not Controlling Salesforce Activity

Salesforce is the spearhead of distribution. However, there are still companies that do not control their activities optimally. For example, reporting is still manual, not integrated, and not real-time. As a result, reporting is not timely, management’s strategic decisions are often executed too late.

In addition, the salesforce will be burdened with many administrative tasks which end up consuming more time than doing their main task of market expansion.

The existence of digitizing salesforce will also increase sales accountability. All goods out and absorbed in retail or retailers can be well known.

  • Does not control warehousing activities

Distribution companies that are now booming growing, there are still those who consider warehouses to be nothing more than temporary storage places for goods before they are distributed to wholesalers or retailers. In fact, warehousing is an important part of distribution activities. Stock management in the warehouse will affect the frequency of production, the scope of work of the salesforce, and even the fluctuations in product prices.

Warehouse operations also include budget requirements that must be issued by the company. Good management must know how long the optimal goods are in the warehouse because it involves budget requirements and the size of the next production. Another factor that cannot be missed is the selection of warehouse facilities, inventory placement, equipment placement, and storage functions within the warehouse itself.

If not managed professionally and using a technology-supported system, warehousing will actually cause many obstacles in the distribution process.

  • Mistakes in Building a Supply Chain

It is basic knowledge that the longer the supply chain, the higher the product price because of the many channels that must be passed. Determining the distribution channel chain can affect the smoothness of sales which will ultimately have an impact on profit, capital, risk, and the effectiveness of the salesforce.

The supply chain is basically influenced by two things, the first is the type of goods and the second is the geographical location. Perishable goods (short shelf life) of course require shorter distribution channels to reach consumers. If the goods must be distributed to locations with geographical locations far from the factory, it will require greater warehousing costs and transportation costs which in turn will have an impact on the selling price.

Meanwhile, non-perishable goods tend to have a longer distribution pattern, as more companies or individuals want to be involved in seeking profit.

In this case, the role of the principal and distributor becomes very important because the management must conduct research and then determine what distribution chain is the most appropriate for its products. Of course, this also requires periodic evaluation.

Some management considerations in this topic are the nature of the goods, the nature of the distribution, alternative costs, available capital, levels, benefits, and the estimated number of requests.

With these aspects, the company can determine the length of the chain in the distribution channel that is considered the most appropriate. Companies that have complex distribution channels with many links make margins very thin so they risk rising selling prices which makes the product uncompetitive in the market.

Implement Sales Force Automation (SFA) to Increase Sales

Automation of this sales system is often referred to as Sales Force Automation (SFA). Basically, SFA is a system that can simplify business processes and tasks that are usually carried out by the sales team. Its goal is to make business processes more efficient and the sales team can focus on making sales.

In almost all businesses, sales are the spearhead of the company’s growth rate. It is not surprising that this profession is always highly paid, even though the challenges that accompany it are also high. Although the main task is to generate turnover, actually every salesperson has a different character depending on the type of company business. In the distribution business, the sales force is often referred to as the sales force. They are the ones who are in the field, opening up market opportunities, monitoring the absorption of products to arranging the delivery of goods to wholesalers and retailers. The complexity of the salesforce task makes every company required to build a system that can automate all the functions in it.

The following are some of the functions that SFA can automate :

    1. Order and purchase process
    2. Tracking the whole sales process
    3. Monitoring the location and presence of sales with GPS
    4. KPI salesforce
    5. Reporting and analytics.

Then, what exactly is the SFA detail function?

  1. Make sales management more efficient

As explained earlier, selling is a complex process. Sales are not only the process of handing over the goods and then a transaction occurs, but more than that, there are many processes that accompany it to arrive at the transaction.

For example, a salesperson must know with certainty his target market, know the distribution area of ​​his products to know the character of his customers. Another tough task is that each salesforce is required to make periodic reports, which are often still found to be done manually. It is undeniable, the complexity of these processes actually ends up consuming more time than the core task of a salesperson, namely increasing turnover.

SFA makes almost all of the above processes digitized and integrated with other functions in the business. Ultimately, SFA will ease the work of the salesforce and allow them to focus on their primary work of expanding the market and acquiring new customers.

  1. Simplify the Upselling and Cross-Selling process

Through the sales data contained in the system, SFA can assist marketing processes including up-selling and cross-selling. Both of these activities are basically part of a promotion or marketing gimmick. With SFA, the sales team can decide which products can be given an upselling program and which ones can be cross-selling.

The goal, of course, will increase the number of products absorbed in the market and ultimately provide new income for the company.

  1. Save operational time

One of the benefits that can be obtained from Sales Force Automation (SFA) is that it can save time, costs, and sales team personnel. If it used to take a long time to present customer data reports, record daily visit reports, and other administrative activities, with Sales Force Automation (SFA) you can present data in real-time and can be accessed via your smartphone anywhere.

In addition, SFA will reduce errors in data input for sales tasks that used to be done manually and took a long time. This means that with SFA, sales staff can more easily update the data anytime and anywhere because it is cloud-based.

  1. Improve service and build relationships with customers

This SFA application is designed to assist the marketing department in attracting and retaining customers, account management, and most importantly to provide profit from sales. In addition, SFA also helps managers both in activities that are directly related to customers and internal company activities that are always struggling to meet customer demands.

With optimal service, a good relationship is formed between the customer and the salesperson.

The Key to Success in Building a Distribution Business

The key to success in building a distribution business, management, and corporate governance are important weapons to win the competition. Not a few businesses have been significantly affected by the ongoing pandemic. But on the other hand, there are also businesses that recycle profits because of this pandemic. One of them is the logistics business. When human activities are limited, the need for home delivery becomes very crucial. Not surprisingly, the number of shipments of goods during the pandemic skyrocketed. Not only secondary and tertiary goods, even basic necessities including fast-moving consumer goods (FMCG) are very commonly purchased with the concept of home delivery.

The above conditions also encourage the growth of new business fields such as distribution. The need for speed and ease of arrival of goods on time makes new distributors appear. The scale of the business also varies, ranging from small, medium-scale, or expansion of large companies.

However, business competition should still be the concern of every businessman. The development of management and corporate governance is an important weapon to win the competition. Check out some tips for building a distribution business

  1. Conducting Market Research and Analysis Periodically

It is very important to do a lot of market research as a basis for making decisions before and while running a business. Research is not always in the form of paperwork which is heavy, but more to the observation of competitors, customer needs to new challenges that must be faced. The market is an important factor because the existence of a market will determine the direction of the product to be distributed later. If the market is right, then the product will be distributed to the right target as well. If this happens, then the product turnover will be smooth and a smooth business as well.

Good use of data is also part of market research and analysis. Data is the basis for decision-makers.

  1. Determining the Right Distribution Chain

The right distribution chain is the most crucial point in distributing goods. The simpler the distribution chain, the more efficient the business will be. A long and convoluted distribution chain will increase costs and add to the management work. Basically, distributors are the first hands to distribute products from producers to retailers or final consumers. Margin is generally obtained from price discounts from producers to final consumers. The more types and quantities of products distributed, the higher the discount.

Distributors must purchase products, store products, classify products to transport products to the final retailer. Even distribution companies include parties that can convey information about all things related to products and carry out product promotions.

All of these capabilities are applied to form a product distribution chain. In the end, the distribution chain is a series of activities that will ultimately be related to the whole process of distributing goods. The distribution chain is also defined as the activity of moving and distributing goods or services from producers to consumers. The chain includes various things ranging from the type, price, quantity, and place needed. Of course, the distribution chain can be different in each location and type of goods, this is what requires the attention of distributors.


  1. Check Inventory Carefully

A good distributor must be able to guarantee the availability of stock in the warehouse, both in terms of quantity and quality. The existence of goods in the warehouse greatly determines the availability of market goods, which greatly determines the credibility of the brand. Delivery delays can make competitors’ products chosen by consumers, especially for fast-moving goods. On the other hand, the control of goods also involves the expiration date which greatly determines the quality of the product. delay in delivery that causes your item to expire. Create an inventory system with sufficient technology to find out the amount and need for goods in real-time.

  1. Monitoring Cash Flow

Financial management is basically a determinant of the success of any type of business. In the distribution business, this becomes very crucial because the payment system between distributors and retailers can be different for each product or manufacturer. Use of supporting technology It is very important that all invoices and receivables and other business obligations are complied with on time.


  1. Build a solid Salesforce.

It is undeniable that the sales force or sales force in the field is the cornerstone of the distribution of goods. They do not just bring goods to retail, but also build strategies and establish good relationships with retailers. The sales force is also required to be able to read market conditions, develop the market and make reports as the basis for making management decisions.

For this reason, the management of the sales force has always been an important element that management must concentrate on.

The sales force also needs to be supported by digital applications that make it free to move without being burdened by many complicated reports like other elements.

Fast Moving Consumer Goods Industry Distribution Model

Fast Moving Consumer Goods (FMCG) is an industry that covers all daily needs, both commodities, and non-commodities whose interests cannot be replaced by other goods. FMCG products usually have a relatively short shelf life or expiration date, due to their perishable nature. In Indonesia, there are at least four categories of FMCG products, namely home care and personal care, food and beverages, cigarettes, and alcohol. Home care and personal care include products for home and personal care, such as cosmetics, toiletries, cleaning tools, clothing, and so on. Meanwhile, food and beverages are food and beverage ingredients that can be consumed directly or must be processed first, including sugar, coffee, tea, milk, instant noodles, and biscuits. The development of the FMCG business has pushed its supporting businesses to move forward, one of which is the distribution model.

How is the development of the FMCG business in the country?

The development of population, shifting behavior patterns and the proliferation of FMCG producers make this industry very dynamic. Consumer demands for the availability of fast and quality goods make these business people more creative and innovative, not only in terms of production but also in terms of marketing. Now, the marketing channel has also widened with the presence of digital platforms that make FMCG the same as other products. No wonder there are many housewives who buy soap, soy sauce, and even cooking spices through online shops. said that as of the third quarter of 2020, the FMCG business in the country rose 8.8% (YoY) with a percentage of 19% of total household expenditure in Indonesia. Meanwhile, the biggest trade/market is still in traditional trade. During the pandemic, the FMCG industry barely had a significant impact compared to other business sectors.

The wider the target for the distribution of a product, the distribution of its supporters must be more spread out. Not surprisingly, the distribution business in the country is one that has survived even though the pandemic has hit.

Then, what is the FMCG distribution model in Indonesia?

With the traditional market as the largest channel, the FMCG distribution model in Indonesia still relies heavily on the sales force. Traditional channels here, do not mean traditional markets, but also grocery shops, stalls, and even street vendors. Salesforce not only acts as an intermediary between producers and consumers but also builds relationships and partnerships between producers and wholesalers/retailers/retailers.

Before reaching wholesalers or retailers, the distribution process has actually started from the warehousing. First, the product enters from the supplier, when the product enters the company, it means that the product flow in this warehouse has entered the receiving activity. When removing products from the truck to the docking area, the admin has a role to match the quantity and type of products that come with the purchase invoice. The next activity is storing which has some activity details such as storing products into a stack. The whole process is often called inbound logistics. The last activity is shipping, which is the entire process related to shipping goods to wholesalers or retailers and is often called outbound logistics.

Wholesalers in Indonesia are known as large wholesalers and small wholesalers. The difference is determined by the size of the coverage area and its turnover. Likewise with retailers or retailers. Modern retailers such as minimarkets usually have their own distribution company to streamline costs and make the prices of their goods more competitive.

As the largest archipelagic country in the world, there are many challenges for FMCG distribution in Indonesia such as creating strategic distribution points, collecting and analyzing large volumes of reports, evaluating and predicting sales, and selecting operational management applications that can accommodate all geographic and management challenges. . These challenges require individual solutions. To answer these challenges, a digital system or application is needed that can run and monitor all distribution functions.

With the development of digital technology, all problems of FMCG distribution in Indonesia can be overcome. Scylla, Pronto, and the service desk from Prathesis answer all distribution problems with systems that are integrated with each other. This system supports all business activities from sales, inventory, customer handling, accounts payable, delivery to financial reports.

All data is processed and integrated, using a cloud-based platform. The use of the cloud itself is actually often done in everyday life, although it has not been widely realized. The cloud-based platform was chosen because companies do not need to provide servers and storage and think about maintenance costs. In addition, cloud platforms are easier and more affordable than those having to manually integrate data.

Appropriate, Fast, and Efficient Distribution Strategy

Fast-moving consumer goods (FMCG) companies need the right, fast, and efficient distribution strategy. Manufacturers need distribution so that products from producers can reach consumers safely. Although it looks simple, in reality, the process of the FMCG product journey from producer to consumer is complicated. Therefore, a good distribution strategy is needed so that the product reaches consumers well too.

The following strategies can be applied to make business activities more satisfying:

Choosing the right distributor

The first strategy, of course, is choosing the right distributor. Because the right distributor will work according to the target even the vision and mission of the manufacturer. Choosing a distributor that fits the producer’s target market will make the producer’s job easier. Manufacturers only need to submit the product to the distributor, to be further managed by the distributor.

Using supporting software

Doing distribution, especially on a large scale, there is a possibility that producer companies will experience problems in managing the process. Software like enterprise resource planning (ERP) or Scylla Enterprise will make monitoring easier. This business software can help manage the distribution process more effectively and efficiently. The way it works is to connect related divisions. This software also integrates a reporting system. Distribution and all the processes can run smoothly, safely, and accurately.

Distribution via website

One of the facilities in the digital era is the existence of a website. Websites can be used for product distribution. The trick is to include all the products in your company on a website that you develop yourself or through a third party. Take advantage of SEO techniques. Use SEO services for several months so that your product is easy to find on search engines. Please note, the level of competition in search engines is tight because it competes with products offered in the marketplace. Therefore, when there is a new product, do intensive SEO optimization.

Define distribution area

As a manufacturer, you must determine the right distribution area according to the company’s products. Understand the behavior of your consumers and map where they are. Do a survey so you know which areas have the most demand for your product. Start in the nearest area and focus on the local area. After the local area has been met, then you can expand the distribution area.

Prepare the means of transportation

One of the main factors for successful distribution is the availability of adequate means of transportation. You have to determine the right means of transportation. Adjust to the location of the distribution range and calculate the cost. Choosing the right means of transportation will make distribution smoother and costs less.

Maintain good relationships with distributors

It could be said, the distributor is the most decisive party in your business. It’s useless to have a quality product that many people need if it can’t be distributed properly. Therefore, maintain good relations with distributors. Especially if you have got the right and appropriate distributor. Keep in touch. Report daily work changes and progress.

Those are some of the right distribution strategies, to optimize the delivery of your products to consumers. Don’t forget to evaluate the sales results and performance of distributors on a regular basis. The goal is to find out how far your business has grown while working with the selected distributor. Also, to determine the next step in selecting a more effective distribution strategy.