1. Customer Profile
Company: Valcorp
Industry: Consumer Goods
Valcorp is a food service distribution company
for leading FMCG brands such as Lavazza,
LaZuppa LaGina, Sirena, Modo Mio, La Bella,
Plumm, Evian and Badoit.
Objective
Increase sales of Lavazza products by
improving brand image, targeting premium
venues for distribution and establishing and
enforcing quality procedures and standards.
Challenges
Paper-based field systems
Limited visibility into field activities
No integrated reporting and
analytics system
Results
Sales
11.5% overall growth year over year
Ancillary revenue increased 27%
Organizational Results
More focused and efficient field team
Increased visibility into field operations
and performance
More effective and responsive management
Improved communication among
management, field team and venues
Valcorp Brewing Up
Sales For Lavazza Coffee
StayinFront
CASE STUDY

2. www.stayinfront.com
A Company Grounded in Quality
After emigrating to Australia from Italy in the 1950s, Carlo Valmorbida founded a company to import some of his favorite Italian
foods and beverages, including canned tomatoes and tuna, and real espresso coffee. Today, more than half a century later, Carlo’s
passion for sharing Italy’s best known brands with Australia is still going strong at Valcorp Fine Foods.
Valcorp is a dynamic business responsible for the sales, marketing, distribution and customer service of some of Australia’s most
loved premium food & beverage brands, The company is focused on a select group of complementary brands and has built
strong relationships and diverse distribution in over 2,000 cafes and 3,200 retail stores nationwide.
Brewing a Bold Strategy
for Lavazza
Seeking to grow sales of its key brand,
Lavazza coffee, Valcorp developed a
three-pronged strategy: rejuvenate the
brand’s premium image, identify and
target select venues and introduce and
enforce procedures and standards to
ensure customers consistently enjoyed a
high-quality experience with every cup.
Business Challenges
To execute this growth strategy, the
company needed a technology solution
that could align and integrate its business
processes and field data with its sales and
management teams.
Valcorp did not have a well-defined
structure for field visits or integrated
analytics and reporting. Reps in the Food
Services division manually recorded data
on paper and then sent the reports to
the home office. A promotional tracking
tool was used by the Retail Division, but
reps found it cumbersome to operate and
it was not able to meet the needs of the
division or requirement for this growth
project.
How Valcorp and StayinFront
Addressed these Challenges
Valcorp deployed StayinFront EdgeCG®
with built-in analytics and reporting
capability to the home office. Field
teams, across all divisions, were equipped
with the mobile retail execution and
selling tool, StayinFront TouchCG®.
StayinFront
CASE STUDY
A Fast, Simple Solution to Make Field
Work More Efficient
Although the field team was
unaccustomed to mobile field technology,
they quickly learned to use the system
and were impressed with the ease in
which they were able to perform tasks
such as loading promotions, as well as
the ability to work offline.
TouchCG was configured to Valcorp’s
specific workflows and processes,
allowing reps to more efficiently conduct
merchandising tasks and perform quality
checks of the various steps in the coffee-
making process. Field reps entered
data for each activity into TouchCG their
mobile device and uploaded it to the
home office – saving reps a great deal of
time and effort.
Ability to Measure Quality –
One Cup at a Time
To restore Lavazza’s premium brand
image and ensure a consistently high-
quality customer experience, field
reps conducted In-Cup Quality (ICQ)
checks - a unique multi-step procedure
to determine the venue’s compliance
with the brand’s quality standards and
procedures.
Each quarter, reps visited every venue
and recorded how they prepared, stored
and maintained the coffee supply. The
TouchCG system calculated a score for
each outlet based on the rep’s ratings.
These scores were sent to the home
office and aggregated into a report that
Valcorp used to identify which venues
or baristas required more coaching and
training.
“Once we integrated
ICQ into the system,
it made it so much
easier. It eliminated
all that paper and
made it so much
simpler for the reps
to be able to do
their role.”

3. Results
Within one year of deploying StayinFront and executing its growth strategy, Valcorp achieved over
11% growth in sales for Lavazza and a 27% increase in revenue from its ancillary products.
Additional benefits included:
“As a manager,
it’s been a really
effective way to get
an understanding of
what’s happening in
your team.”
Robust Analytics and Rich Data
= More Insight
The constant flow of information provided managers with a 360 degree view of what
was happening in the field, as it was happening. Managers were able to drill down and
get a better understanding of how each segment was performing, where the quality
issues were and which venues or baristas required additional training.
Colorful and dynamic dashboards and KPIs enabled managers to spot trends and
identify opportunities and issues that could impact sales revenues.
In addition, daily call reports with a full breakdown rep activity, allowed managers to
analyze how field reps were spending their day and which activities were producing
the best results.
www.stayinfront.com
StayinFront
CASE STUDY
360° visibility and insight into sales,
conditions, compliance and field
activities
Streamlined business processes –
enabling reps to complete more work
in less time
More effective and responsive field
management and coaching
Field reps, align with company goals
and focused on the high-value
activities
In addition to increasing sales,
More focused and efficient field
team
Growth in Sales
11%
Increase
in Revenue
27%
An Empowered, Focused Sales Force
Full visibility into the issues at the venues and how reps were spending their time enabled Valcorp to create more effective
coaching. The sales force, now closely aligned with the company’s growth and brand strategy, generated higher sales volume.
Managers could quickly identify specific areas where reps needed guidance and engage reps in meaningful¸ data-driven
discussions about opportunities for driving sales in their territory.
Valcorp also noted a greater sense of ownership among the field teams. With KPIs providing instant feedback on performance
and goal, reps felt more accountable for their territories and for growing the business.