Executive Summary
ITC Infotech transformed sales productivity by addressing key challenges such as inaccurate demand estimation, stockouts, misaligned DS–outlet mapping, and limited visibility into outlet potential. A unified on-premise data platform was built, alongside high-accuracy forecasting models, algorithm driven outlet segmentation, optimized beat planning, and an ML-powered SKU recommendation engine. Together, these solutions delivered a scalable, data-driven system that improved decision-making, strengthened market execution, and enhanced overall sales performance.
Business Challenge
- ITC Infotech wanted to unlock superior performance in sales productivity through data-based intelligent solutions powered by AI/ML algorithms using internal and external data
- Was experiencing a significant stockout situation across branches (set of markets within a defined geographical boundary) and categories due to sub-optimal demand estimation of product sales volume
- Had a sub-optimal sales beat execution strategy with DS (Direct Sales) and outlets misalignment
- Was missing potential sales opportunities by not having visibility into the full selling potential of outlets backed by data and intelligence
- Lack of structured guidance to DS persons in terms of what to sell and priority actions
Business Challenge
- ITC Infotech wanted to unlock superior performance in sales productivity through data-based intelligent solutions powered by AI/ML algorithms using internal and external data
- Was experiencing a significant stockout situation across branches (set of markets within a defined geographical boundary) and categories due to sub-optimal demand estimation of product sales volume
- Had a sub-optimal sales beat execution strategy with DS (Direct Sales) and outlets misalignment
- Was missing potential sales opportunities by not having visibility into the full selling potential of outlets backed by data and intelligence
- Lack of structured guidance to DS persons in terms of what to sell and priority actions
Our Solution
- Built a unified data platform On-Premise (Hadoop – Hive – Spark clusters), enabling an integrated, business-aligned, and future-ready data landscape
- Algorithmic sales volume forecasting model using statistical/machine learning models was developed with a high degree of accuracy (>90%), which is running in production with zero human intervention
- Algorithm-driven outlet segmentation, DS–outlet mapping, and design of beat route optimization strategy for optimal DS routing and DS rationalization
- Designed and developed a data-driven, ML-powered SKU recommendation model based on internal and external data (outlet profiles, transaction behaviors, product characteristics, point of-interest data, outlet geo-spatial coordinates, mobility data, affluence data, etc.), which recommends an optimal set of products to various outlets for DS based on outlet sales potential
Key Results and Benefits
- 3%–7% incremental volume sales across different categories and markets
- Achieved ~60%–78% conversion/hit rate through superior recommendations across categories and markets for salient products
- ~12% reduction of DS sales force size to carry out the beat operation through DS rationalization
- Reduced product stockout instances by ~10% through efficient sales volume forecasting models
About ITC Infotech
ITC Infotech is a leading global technology services and solutions provider, led by Business and Technology Consulting. ITC Infotech provides business-friendly solutions to help clients succeed and be future-ready, by seamlessly bringing together digital expertise, strong industry specific alliances and the unique ability to leverage deep domain expertise from ITC Group businesses. ITC Infotech is a wholly owned subsidiary of ITC Ltd., a 100-plus-year-old diversified conglomerate with businesses spanning Hotels, Consumer Goods, Paperboards & Packaging, Agri Business, and Information Technology. ITC Ltd. has been in the hospitality business for over 4 decades. It has over 100 properties across 70+ destinations. The hospitality practice at ITC Infotech is 800+ people strong and most have experience in the hospitality domain leading to a high-quality IT service experience for its hospitality customers.
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