From the outside, Wilmar may look like a cluster of mills, refineries, central kitchens and a host of consumer food brands. But behind this conventional picture lies a quiet revolution powered not by machines or factories, but by data, applications, and algorithms.
More than a decade ago, the company set out on a journey that would change how its products reach people around the world. Back then, many processes were manual. Orders were scribbled on paper, updates came through phone calls, and visibility into what was really happening as a supplier in the field was limited. It still worked - but it wasn’t built for the speed and scale of dynamic market environment, especially for a sales and distribution network that stretches across continents.
That’s when two technologies began to reshape the business: the Distributor Management System (DMS) and Sales Force Automation (SFA). In tandem, these two systems changed the way the business ran. DMS helps track every product that moves from distributors to retailers, giving a clear view of where goods are and how fast they sell. SFA, on the other hand, supports the sales teams on the ground, helping them take orders, record visits, and update information instantly through mobile devices.
Before implementation of DMS and SFA, the company had limited visibility of who its end-customers were. Products were sent to distributors, and that was where the trail ended. In Vietnam for example, the introduction of DMS used by distributors, and SFA, which tracks sales at the outlet level allowed the company to see every move by retailers across the market. Managers could now see, almost in real time, the activities and performances of field sales teams. Information such as daily journey plan, number of outlets visited, orders taken, products sold, time spent in-store, and retailers’ feedback is now accessible – enabling data-driven decisions, better market execution and improved productivity.
Sales representatives in Vietnam using Wilmar's SFA during market visits
Over in developing countries such as Ivory Coast and Ghana, the development was just as striking. Field sales teams had long struggled with the challenges of handwritten order forms and delayed reporting filled with data entry errors. The rollout of SFA mobile applications changed what used to be a guessing game into a system of consistent and accurate sales orders. In developing markets where infrastructure and connectivity can be uneven, this leap to digital tools made an even bigger difference - cutting delays, improving accountability, and giving teams the confidence that every sale and every outlet is captured and counted.
“By providing unprecedented visibility into our sales operations, the DMS/SFA system empowers us to enhance team performance, accountability, and execution excellence.” – Subir De, Regional Sales Development Head, Africa
In Africa, the DMS - SFA project also built a strong route to market foundation by clearly mapping sales routes to achieve full coverage, eliminate overlaps and duplicates, and balance outlet distribution.
Sales orders being logged digitally via Wilmar's SFA in Ivory Coast and Ghana