Enterprise resource planning (ERP), supply chain management, customer relationship management - for any large manufacturing, distribution or retail company these technology-driven practices have become synonymous with running their every-day operations.
But how to extend these advanced business practices to the realities of remote, on-the-road trading in emerging markets? Translated into South African conditions, how do you protect your brand and market share, control your stock and understand your customer in the remotest of urban and rural areas - in spaza stores, garage forecourts and traditional township grocery shops?
Avril Booth, MD of Bateleur Strategic Solutions (BSS), spotted this gap between First World ERP solutions and the trading reality of Third World economies. With an extensive background in supply management strategies, Booth saw the need for a mobile solution that would enable large corporations to take their trading to the customer`s doorstep, and be able to overcome difficult trading conditions.
To realise this idea, Booth found the right partner in BSS, a division of the Bateleur Holdings group that specialises in enterprise management solutions.
The first solution that Bateleur developed was a user-friendly Windows-based application, but the only hardware platform available were notebook PCs - a laptop in a steel case with a Symbol barcode scanner - and a little printer. However, Booth says this was not rugged enough - it was bulky and prone to theft, and had a limited battery life.
The next step was to use a specialised mobile applications product - the Norand 6110 handheld device from US-based Intermec. This was the first Windows 95 handheld device with integrated scanner and IRDA printer.
The first customer was Lever Ponds, and by March 2000 the company has rolled out 45 units. "Our solution has enabled Lever Ponds to control the entire supply chain and capture information about small, remote merchants that was previously impossible, as well as sell, collect cash, and manage and replenish the stock in the truck," says Booth.
This ultimately allows the company to develop its brands in remote areas and gain knowledge about customers and their buying patterns. The software includes a point-of-purchase market intelligence questionnaire, easy to fill in by the driver. It also allows the driver to record the details of cash deposited and products sold, and to plug into a telephone and send all transaction details to the head office.
For Lever Ponds, the BSS solution has meant a 43% increase in successful deliveries in remote areas. Booth explains that the key to the success of the software is that it is specifically written for South African trading conditions.
Meanwhile, according to Booth, the Department of Trade and Industry has subsidised BSS to take its mobile solution to the Brazilian market in July 2000.
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