For HEINEKEN Hungária Sörgyarak Zrt., R&R Software implemented the FusionR Sales App field representative (mobile CRM) system in 2002, which was completed in 2004 with a data warehouse and business intelligence system based on Oracle Hyperion Essbase and Interactive Reporting. In 2012, experts updated FusionR Sales App to the latest version for Android devices. In 2013 and in 2015 R&R Software completed developments related to the modul which supports the control of sales representatives efficiency and the module supports the assessment and analysis of market presence.

Implementation of Android-based FusionR Sales App mobile representative (CRM) system at HEINEKEN

HEINEKEN Hungária Sörgyarak Zrt., which has been operating in its current form since 2008, is a dominant brewery in Hungary and one of the best-known breweries in the world. Their domestically produced brands can be found on the shelves of many domestic stores. The manufacturer was one of the first to recognize the possibilities of corporate mobility and the advantages inherent in supporting the work of representatives with the SFA system:

Central management and control of the work of field representatives – On Trade Managers.
Checking the fulfillment of sales orders, reviewing order history.
Monitoring of own and competing products and their display.
Immediate access to up-to-date customer information, support for customer relationship (CRM) activities.
The possibility of building a market, sales and marketing supporting information base can be individually defined with the help of questionnaires and their online processing.
Tight integration with the SAP enterprise management system.

HEINEKEN has been using R&R Software’s FusionR Sales App mobile business management system based on Windows Mobile since its release, which was replaced in 2013 with the modern version that uses Android devices. The special feature of the system is the key ring-sized Motorola Symbol CS3070 bluetooth barcode reader associated with Samsung Galaxy P3100 tablets.

The previous version, running on Windows Mobile devices, also supported the day-to-day work of field representatives and management with a number of useful functions. Of course, these functions and the data accumulated over many years were also preserved in the FusionR Sales App system, which was placed on new technical foundations, and were supplemented with additional, useful innovations:

Photos can be prepared and attached to the partner visit, which can also be completed with textual metadata.
Paperless administration: instead of sending them out in print and e-mail as before, graphically edited product descriptions and brochures can be viewed through FusionR Sales App’s electronic document manager.
Tour plans created in FusionR Sales App can be automatically uploaded to the device’s navigation and map software.

The migration of the FusionR Sales App system, which also supports new services, to the Android platform was done smoothly, with continuous use: HEINEKEN representatives made the transition in five shifts, with the parallel operation of the older Windows Mobile system. The education was solved by HEINEKEN with the help of its own key users, thereby further reducing the costs of the implementation. In addition to the user experience of more aesthetic, modern devices, the development brings additional benefits:

Compared to the previous system, synchronization takes place five times faster.
The ecological footprint has been significantly reduced by making the operation completely paperless through electronic document management.

For HEINEKEN, FusionR Sales App is not just a template management tool for reporting and recording customer data. Nikl Ferenc, the company’s trade development manager, stated the following:

FusionR Sales App enables us to implement our value-creating strategy, while flexibly supporting the change and expansion of business processes. In the last few years, the data provision requirements related to market processes have become more and more complex, and we expect this process to further strengthen. FusionR Sales App helps to satisfy these complex expectations at the highest level, using the most modern tools”.

The video case study provides more detail insight about how FusionR Sales supported HEINEKEN’s Trade Census project:

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