Superfoam was established 36 years ago in Kenya with the sole aim of providing employee families of the manufacturing, schools, colleges, hospitals and the hospitality industries with a range of sleep solution products including Mattresses and Pillows for a good night’s sleep.
Superfoam is looking to drive its next stage of growth by digitally transforming its sales & marketing efforts.
With an initial focus on its sales channel, Superfoam was seeking to address some fundamental challenges holding its business back; specifically impacting channel profitability.
The Superfoam sales channel comprises over 42 routes covering more than 2,000 customers. Taking on average 50 orders every day, today’s operations rely on limited data from the back-office SAP system, an Excel-based customer database and manual field execution methods.
To address the challenges outlined above, Superfoam is rolling out the Aforza Consumer Goods Platform in a phased approach, starting with:
Subsequent phases will include:
We are investing for growth. Our legacy systems are holding us back and we need to gain significant efficiencies in Route Planning, Visit Management and accurate Order Taking that will deliver us to the next level. Aforza is the platform for this change.
Meeraj Shah, CEO, Superfoam
Sales is one of seven channels to market for Superfoam. The remaining six include Online, Wholesale, Service Centres/Depots, Supermarkets, Institutional and Industrial. The last two operate in a non-FMCG format where the time between leads and closing a sale is much longer and requires different kinds of administration.
Having proved the model with the sales team, Superfoam will seek to replicate these efficiency gains across these additional routes to market.
Superfoam is investigating the rapid opening of brand-new channels including Hawking (Van Sales). The Aforza platform is a front-runner to support the smooth opening and successful operation of these new channels.
The wider Superfoam Group includes sister companies in Uganda and Malawi both of whom are monitoring the rollout and evaluating the fit for their business.
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