Mobile Apps, iPads Streamline Field Operations

By Brian Albright, Field Technologies

MOM Brands replaced nearly 50,000 paper forms with custom-made mobile apps, which improved field sales rep productivity by more than 12%.

The retail grocery industry thrives on data. Both suppliers and retailers rely on a complex web of sales information, forecasting, planograms, share-of-shelf data, marketing, and competitive intelligence to determine how much product needs to be at each location. For suppliers, the field sales team serves as a key source of this store-level information, and getting accurate, real-time information from field sales personnel can directly impact a supplier’s sales and profitability.

MOM Brands, the makers of Malt-O-Meal, is the largest family-owned cereal company in the U.S. In addition to the wellknown Malt-O-Meal brand, the Lakeville, MN-based company also makes a variety of hot and cold cereal products that include the Mom’s Best line, WeightWatchers, Bear River Valley, CoCo Wheats, and others. MOM Brands launched a new mobile solution for retail auditing that has helped improve the productivity of its field sales team, enabling the company to increase its retail shelf space and boost sales in a cost-effective way.