A Sweet Tooth for Success
Dare manufactures and distributes breads, crackers, cookies and snack products in Canada through a mix of retail outlets, including grocery chains, big box and convenience stores. The company planned on transitioning its primary route to market from Direct Store Delivery (DSD) to Warehouse Sales, but still wanted to maintain some DSD Sales channels.
Due to the transition, the role of Dare’s Canadian sales force evolved to include a mix of merchandising, warehouse sales and DSD sales. Reps needed to be able to follow the company’s Gold Standard call procedures and to connect to their CRM and the company’s ordering system to access customer-specific price lists. Adding an extra layer of complexity to the order entry process were intricate tax rules that could vary by province
and retailer, even down to the store and product level.