Sales force optimization to efficiently supply small stores in emerging markets

Supplying High Frequency Stores (HFS) is challenging and appealing topic for fast-moving consumers goods (FMCG) companies that are looking for growth in emerging markets. The distribution footprint in those markets consists of a range family-owned nanostores that play a key role in the retail landscape. FMCG companies still need people to sell products and drive revenue while optimizing sales force. The present paper attempts to provide a model for an effective strategy to cover and to supply nanostores. The problem of concern is modeled as an assignment problem, combined with side constraints regarding disruption of pre-assignments and profit potential balance. © ILS 2018 - Information Systems, Logistics and Supply Chain, Proceedings. All rights reserved.