Case Study
From Local Routes to Smarter Growth
Route-to-market clarity for a regional CPG brand.
Clarivant worked with a regional consumer goods brand in Mexico to digitize their physical distribution routes, combine them with POS data, and build dashboards that revealed basket composition and regional growth patterns. For the first time, sales leaders could see which routes performed well, what products sold together, and where untapped opportunities existed — enabling smarter marketing campaigns and stronger retailer partnerships.
Key Results
The Transformation
The Challenge
The brand had been growing through physical distribution routes across regional retailers, but operated with almost no data visibility into how those routes actually performed:
- Distributor route data existed only in paper records and fragmented spreadsheets — no centralized view of route performance or coverage gaps
- Product basket composition was unknown: the team couldn't identify which products sold together or which SKUs drove incremental purchases
- Marketing campaigns were designed without data — promotions were based on gut feel rather than regional demand patterns
- Sales leaders had no way to compare distributor effectiveness or identify which retail partnerships were underperforming
Our Approach
**Data Centralization:**
- Collected and digitized POS data and distributor route records into a centralized data store, creating the brand's first unified view of distribution performance
- Mapped route coverage to geographic regions, linking physical delivery patterns to actual sales outcomes
**Basket & Route Analysis:**
- Built basket composition analysis identifying product affinities — which SKUs sold together and which anchor products drove incremental purchases
- Analyzed route-level performance metrics to identify high-performing distributors and underserving routes with growth potential
**Dashboards for Sales Leadership:**
- Developed dashboards for sales leaders showing per-route and per-region performance with drill-down into basket-level detail
- Highlighted growth opportunities: regions with demand signals but low distribution coverage, and retailers with basket gaps suggesting untapped cross-sell potential
The Outcome
**Distribution Intelligence:**
- First-ever visibility into route-level performance — sales leaders could compare distributors and identify coverage gaps by region
- Basket analysis revealed product affinities that informed shelf placement and cross-promotion strategies
**Growth & Partnerships:**
- Marketing campaigns shifted from gut-feel targeting to data-driven regional strategies based on actual demand patterns
- Retailer partnership conversations improved — the brand could show specific basket data and growth potential per location
- Distributor performance benchmarking enabled better route optimization and resource allocation
What the Client Says
With Clarivant, we digitized our distribution routes and analyzed customer baskets in depth. This revealed growth opportunities we hadn't seen before, helping us optimize our marketing and strengthen retailer partnerships.
Commercial Director, Regional CPG Brand
Commercial Director, Regional consumer goods producer (anonymized)
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