Lactalis Nestlé Ultra-Frais Accelerates Its Drive Strategy with Wiser’s DataBrand

A Growing but Underutilized Channel

In a market where the Drive channel (the French equivalent of Click and Collect or Curbside Pickup) accounts for up to 20% of total revenue at certain retailers such as Leclerc, Lactalis Nestlé Ultra-Frais, a top challenger in its category, knew it could no longer ignore this strategic channel. Yet operations had historically been focused on physical stores.

“Drive is still often seen as an emerging channel: it’s gaining more and more weight but isn’t always prioritized because in-store day-to-day demands take up all the attention,” explains Camille Gloaguen, E-commerce Category Manager. “However, it’s a strategic lever we could no longer afford to underestimate.”

It became urgent for Lactalis Nestlé Ultra-Frais to equip its teams to better manage this strategic channel.

The Challenge: Poorly Adopted Tool and Outdated Data

Before DataBrand, the sales force had access to a tool that was rarely used and fed with outdated data. Challenges piled up:

• Data hard to use:Available at best at D-4 or D-7, the data was often too old to prepare for a visit effectively. This forced sales reps to check Drive sites directly for product listings just before their visits.
• Low adoption in the field:The system’s ergonomics were not adapted to daily use, which discouraged the sales force from using it. “We quickly realized that the tool in place at the time didn’t meet field expectations: it created more frustration than real solutions,” explains Camille Gloaguen. “For the teams, it was more of an irritant than a real sales support tool.”
• Non-prioritized channel:Due to unreliable data, Drive wasn’t factored into objectives, reducing the incentive to work it actively.
• Heavy back-office management:Updating assortments or making strategic adjustments required complex handling, making operations tedious.

“Working with the Wiser teams is smooth and responsive. You can feel a genuine commitment to moving things forward, and that’s really appreciated”

Pauline Breton

Head of Field Team Coordination

DataBrand: A Tool Designed for the Field

In late 2023, after hearing positive feedback from another division in the group, Lactalis Nestlé Ultra-Frais launched a field test with DataBrand. The freshness and reliability of the data immediately stood out as key benefits. Deployment followed in January 2024. Every field and HQ profile now uses the platform intuitively according to their needs:

• Sales reps:Manage activity at store and territory level, track missing distribution (their daily KPI).
• Regional managers:Use targeted analysis via the multiref tab, which allows comparison of up to 10 SKUs at once over a defined period. “Regional managers have access to the multiref tab, which they regularly use to track distribution changes in their area. It’s a true local management tool,” says Camille Gloaguen. “This tab also made it easy to quickly confirm that a national SKU switch had been implemented and that distribution continued to grow in the relevant stores,” adds Pauline Breton, Head of Field Team Coordination.
• HQ sales teams:Access pricing data to manage pricing strategy.

Results: Skills Growth and Credibility Gains

The adoption of DataBrand led to significant positive changes for Lactalis Nestlé Ultra-Frais:

• Increased professionalism in sales meetings: “Our sales reps now arrive at meetings well-prepared, which strengthens their standing with Drive managers,” notes Pauline Breton. This reinforces their credibility in the Drive channel: “They’re seen as true experts in the channel.”
• Strengthened relationships with retailers:Presenting concrete, reliable data makes discussions with retailers more impactful and solution-oriented.
• Facilitated immediate action:Thanks to fresh data, the field team can identify and fix missing distribution issues during their visits while more easily spotting Drive opportunities.
• Operational agility:Regional managers can quickly verify local product changes via the multiref tab, enabling fast corrective actions.

Working with Wiser: A Smooth, Human Partnership

Beyond the functional gains, Wiser’s support has been a valued asset: “Working with the Wiser teams is smooth and responsive. You can feel a genuine commitment to moving things forward, and that’s really appreciated,” says Pauline Breton.

“Our collaboration with Wiser is both positive and effective,” adds Camille Gloaguen. “We particularly appreciate the availability of the teams, both for support and for following up on more complex developments.”