Coca-Cola FEMSA
Enhancing retail execution insights in traditional trade
Project Background
As the largest Coca-Cola bottler in the world by volume, Coca-Cola FEMSA operates across thousands of small retailers (tienditas) in Latin America. However, consistent performance tracking in these fragmented channels proved difficult. They lacked visibility over shelf presence, promotions, and execution quality in the traditional trade. FEMSA approached AmpleMax to deploy a solution that would help audit execution, map competition, and deliver actionable insights from the field in a scalable way.
We supported Coca-Cola FEMSA with market mapping and performance tracking in the traditional retail channel to identify growth opportunities and operational blind spots.
Objectives
Monitor field execution and competitor presence in traditional retail.
Map execution inconsistencies and regional gaps.
Improve visibility on pricing, displays, and product presence.
Equip supervisors with reports for faster reaction time.
Lay groundwork for predictive execution optimization.
Key Features Delivered
Btracker
Price tracking by SKU and location
Geotagged shelf photo validation
Execution scoring by store and route
Store segmentation and opportunity detection
Exportable reports for HQ and regional offices
Our Approach
Strategy & Route Selection
Collaborated with regional leadership to identify underperforming territories.
Defined key commercial routes and types of retail outlets for evaluation.
Prioritized zones with visibility, price, and shelving compliance issues.
Field Training & App Deployment
Trained field agents and supervisors in Btracker’s mobile data capture workflows.
Deployed the app in pilot cities for structured and photo-based store audits.
Standardized observation categories such as pricing, stockouts, and competitor presence.
Data Consolidation & Mapping
Centralized data from over 1,000 store visits per month.
Visualized insights with heatmaps by region, route, and competitor brand.
Flagged execution gaps and noncompliance by point of sale.
KPI Definition & Reporting
Built dynamic dashboards for trade marketing, operations, and sales planning.
Defined performance metrics such as planogram compliance and brand share by outlet type.
Enabled leadership to make weekly adjustments based on real-time intelligence.
Results
+2,000 stores audited in 60 days across 5 regions.
Identified execution inconsistencies in 38% of stores.
Created actionable dashboards for trade and commercial leaders.
Price variation reduced by 12% through timely competitor insights.
Scalable methodology replicated in new regions after pilot.
Prev Project
Next Project
