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Summary

In this podcast episode, the focus is on the collaboration between industries and distributors in the digitalization process. Guest Vitor Aloy, with extensive experience in sales and digital transformation, discusses the impact of digitalization on the indirect channel, the challenges and opportunities it brings, and the importance of adapting to this change. He shares insights on how digital tools can improve performance, streamline operations, and create a win-win-win situation for industries, distributors, and retailers, emphasizing the need for a supportive leadership and a culture that embraces innovation and change.

Takeaways

• 📘 The digital transformation in the consumer goods industry is driven by a need to optimize operations and leverage vast amounts of data for better decision-making.
• 🛍️ Digitalization is seen as an 'Enabler' to improve performance across the supply chain, from manufacturers to distributors and ultimately to the retail level.
• 🏢 Internal company support, especially from top leadership, is crucial for the success of digital initiatives, emphasizing a top-down approach rather than a bottom-up one.
• 🔧 A trial-and-error mindset is essential for digital transformation, as it involves a journey with inevitable mistakes that need to be learned from and adapted to.
• 💡 Positioning is key in digital transformation; understanding whether a company will create its own ecosystem or complement an existing one dictates the level of investment needed in technology and human resources.
• 🤝 The collaboration between industry and distributors is vital for the successful implementation of digital strategies, with both parties needing to understand and align on the goals and benefits of such initiatives.
• 🛒 The role of sales representatives is evolving; they are becoming 'consultants' at the point of sale, equipped with technology to offer tailored advice and improve the shopping experience.
• 📈 Digital tools allow for more targeted and efficient trade marketing strategies, enabling personalized promotions and actions based on specific store data and consumer behavior.
• 📊 Data-driven insights are critical in the digital age, providing a clearer picture of consumer demand, inventory management, and the effectiveness of marketing efforts.
• 🚀 The digitalization process can be challenging initially but leads to significant gains in efficiency, scalability, and profitability for all parties involved in the supply chain.
• ⏱️ The transformation journey includes stages of setup, learning, and maturity, with each phase bringing new insights and improvements in the relationship between industry and distributors.

Q & A

What is the main theme of the podcast episode?

The main theme of the podcast episode is the collaboration between industries and distributors in the process of digitalization.

What is Vitor Aloy's professional background according to the transcript?

Vitor Aloy is a professional with an MBA from Fundação Getúlio Vargas and Fundação Dom Cabral, with over 23 years of experience in sales, both online and offline, trade marketing, and digital transformation. He has worked in companies like Unilever, Nestle, and currently leads channel development, terms pricing, and B2B at BDF, known for its brands Nivia and Eucerin.

What significant contribution did Vitor Aloy make to transform the indirect channel in his company?

Vitor Aloy contributed to transforming the indirect channel by implementing a collaborative management program, known as Top Nivia, and expanding B2B through the repos system.

How does Vitor describe the market for fast-moving consumer goods (FMCG) over the past 23 years?

Vitor describes the FMCG market as very dynamic, with significant transformations from hypermarkets to proximity stores, and an accelerated transformation in the indirect channel involving distributors and specialized segmented players.

What is the main challenge Vitor sees for the market going forward with digitalization and technology?

The main challenge Vitor sees is how the market will use the power of information, technology, and artificial intelligence to grow even larger in the future.

What was the initial driving force behind the need for digitalization in Vitor's company?

The initial driving force was the realization of the vast opportunity presented by the data from their indirect channel, which had a rich amount of information that was not being fully utilized due to operational limitations.

What are the key internal changes needed to support digital transformation according to Vitor?

Key internal changes include having the support and commitment from top leadership, being open to making mistakes and testing, and understanding the company's positioning within the ecosystem for effective resource investment.

How does Vitor describe the reception of the market to the digitalization initiative?

Vitor explains that the reception varies, with some distributors being open to change and others being more resistant due to their established processes and fear of the unknown.

What is the role of the salesperson or RCA in the digital transformation process?

The salesperson or RCA plays a fundamental role in the transformation process, as they are the ones who execute the sales and influence the stores, thus they need to understand and adapt to the new digital tools and processes.

What are the benefits of trade marketing digitalization according to the discussion in the podcast?

The benefits of trade marketing digitalization include faster communication from the industry to the point of sale, more targeted and segmented promotions based on data, and the ability to offer a wider range of products and better margins to the stores.

How does the digitalization process change the role of the distributor?

Digitalization can potentially change the distributor's role from merely distributing to executing additional services, such as becoming a logistics operator or a means of trade marketing execution.

What is the importance of having a support system from top management during digital transformation?

Having support from top management is crucial for digital transformation because it ensures the process is backed by the necessary resources and commitment, allowing for a smooth transition and overcoming initial resistance.

What are some of the challenges faced during the setup phase of digitalization?

Challenges during the setup phase include the time-consuming process of integration, training, and overcoming initial resistance or skepticism from both the industry and distributor teams.

How does the digitalization process impact the small retail store owner?

Digitalization impacts the small retail store owner by providing them with access to innovations, promotions, and better execution, which can lead to increased sales and profitability.

What is the significance of the 'repos' system mentioned in the podcast?

The 'repos' system is a digital platform that connects the entire supply chain from end to end, enabling faster communication, more targeted actions, and a more efficient use of data for trade marketing.

How does the digitalization of B2B processes benefit the industry?

The digitalization of B2B processes benefits the industry by allowing for faster and more effective implementation of strategies, better governance, and having control and data at their fingertips.

What is the potential future role of the salesperson as a 'consultative seller'?

The potential future role of the salesperson as a 'consultative seller' involves using digital tools to empower themselves with information and insights, allowing them to provide better advice and service to the retailers, thus increasing sales and customer satisfaction.