Salesforce Consumer Goods Cloud: Agromousquetaires digitises its field sales force
In late 2022, Agromousquetaires — the industrial arm of the Mousquetaires group — launched a major digital transformation project with VISEO. The initiative had three main goals:
- Better serve retailers and distributors
- Improve performance
- Enhance employee experience, both in production and in-store
To achieve this, VISEO implemented Salesforce Consumer Goods Cloud (CGC), a tailored solution for the consumer goods sector. At the Tech For Retail expo in Paris (November 2024), Sébastien Pitaud (Agromousquetaires) and Valère Brunaud (VISEO) discussed the project’s key steps and challenges.
Why choose Salesforce Consumer Goods Cloud?
Selecting the right technology was essential to meet the company’s operational and customer service goals.
Addressing complex sales organisation needs
The project targeted a wide internal audience. As Sébastien Pitaud explains:
“We needed to streamline communication between our sales reps, sales managers, telesales agents and marketing teams. The field insights gathered daily are essential for other departments.”
Before the rollout, not all teams had tools — and when they did, the tools weren’t standardised.
Unifying practices across the country
The project also aimed to streamline how sales operations were managed nationwide.
Here’s what the company wanted to achieve with a unified system:
- Align commercial practices
- Connect data between the field and headquarters
- Support retail partners from factory to shelf
- Elevate the visibility of private labels
A solution built for consumer goods and beyond
Agromousquetaires needed a tool tailored to their industry and their diverse user profiles.
A long-standing partnership with Salesforce
Salesforce has been a strategic partner of Agromousquetaires since 2010.
Valère Brunaud explains: “It’s more than a CRM — it’s a central platform for sales, service, and marketing.”
Two user levels for full coverage
The Consumer Goods Cloud offers dual access depending on user needs.
This includes:
- Back office: key Account Managers, marketing, sales ops
- Frontline app: mobile solution for field sales reps
Note
This continuity with previous Salesforce tools ensured smooth integration and adoption across departments.
Scaling the Project for Impact
Once the solution was deployed, Agromousquetaires could start leveraging real-time field insights.
From field insights to actionable data
Data collected on the ground feeds into centralised dashboards.
This enables teams to:
- Track performance
- Identify trends and market shifts
- Adjust strategy in near real time
Features supporting retail execution
The mobile app also helps reps with daily in-store tasks.
Key features include:
- Diagnostics and merchandising checks
- Shelf space and product availability audits
- In-store surveys
Good to know
Offline features such as order entry, promotions, and photo capture allow reps to work even without network access.
Sticking to standards: a scalable MVP approach
To go live quickly without compromising quality, Agromousquetaires chose a Minimum Viable Product strategy.
The team rolled out a first version in under four months, then used feedback loops to refine the solution.
This agile approach offered two key benefits:
- Quicker user onboarding
- New ideas and upgrades driven by real business needs
Key lessons for a successful rollout
Beyond technology, success also relies on the right partners, user involvement, and thoughtful planning.
Choose your partner carefully
The experience and sector knowledge of the implementation partner can make or break the project.
Here’s what to look for:
- Proven expertise in Salesforce Consumer Goods Cloud
- Deep understanding of your business challenges
Equip and engage your teams
Tech is only part of the equation. People matter too.
“This is a business project, not just an IT one” insists Sébastien Pitaud.
Go for connected devices over offline tablets — they offer smoother performance in the field.
