The power of Globalpraxis in route-to-market solutions worldwide – now supercharged by AI (IA)

In consumer goods, healthcare, telecom, and B2B distribution alike, route-to-market (RTM) is where strategy becomes sales. It’s the choreography of how products move from factory to shelf (or screen), how sales teams spend their time, how distributors are incentivized, and how retail execution is measured and improved. Few levers increase growth, profitability, and cash flow as quickly as RTM done right.

Globalpraxis has spent decades making RTM work in the real world – country by country, channel by channel. What sets the firm apart is a blend of end-to-end design, field-tested playbooks, and decision science. Today, with AI/IA woven throughout the toolkit, Globalpraxis helps clients move faster, decide smarter, and execute with precision at scale.

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What RTM means in 2025

• Omnichannel is the default. Traditional distributors, modern trade, e-commerce, quick commerce, and direct-to-consumer coexist – often competing for the same shopper.
• Execution is visible. Digital footprints (POS, DMS, ePOD, merchandising apps, shelf images) make in-store reality measurable daily.
• Micro-markets matter. Growth hides in neighborhoods, outlet clusters, and SKUs – too granular for spreadsheet RTM.
• Speed beats elegance. Quarterly redesigns can’t keep up the pace; adaptive RTM updates routes, priorities, and offers weekly.

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The Globalpraxis edge

1. Strategy-to-shelf ownership. From market mapping and channel architecture to distributor models, sales org. design, and store-level execution – one spine, no hand-offs lost in translation.
2. Operator-centric design. Solutions are built for the people who use them: Sales reps, supervisors, distributor owners, key account managers. If it doesn’t help Tuesday’s route, it doesn’t ship.
3. Analytics you can act on. Practical, explainable models – assortment, coverage, frequency, pack-price-promo – embedded into simple workflows and dashboards.
4. Global pattern recognition. Playbooks refined across continents and categories, yet localized according to regulatory, cultural, and competitive realities.
5. Capability building. Toolkits, train-the-trainer academies, and performance management ensure improvements stick after the consultants leave.

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Where AI (IA) moves the needle in RTM

• Territory & route optimization. AI balances workload, visit frequency, and potential, reducing windshield time while growing coverage.
• Outlet segmentation & targeting. Models cluster outlets by behavior and potential (mission mix, price sensitivity, footfall proxies), guiding who to visit and what to offer.
• Assortment & shelf design. Computer vision and demand models suggest the right SKU mix per outlet and flag compliance gaps via shelf photos.
• Promo & trade terms ROI. Uplift modeling isolates incremental volume vs. subsidy, focusing trade spend on promotions that truly pay back.
• Distributor performance health. Early warning systems detect stock-outs, leakage, and route under-coverage before they hit the P&L.
• Sales copilots (GenAI). Reps get dynamic call plans, talk tracks, complaints handling, and post-call summaries; managers get instant coaching cues.
• Demand sensing for short-cycle replenishment. Blends sell-in, sell-out, and exogenous signals (weather, events) to correct inventory size and reduce returns.

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Illustrative examples (anonymized)

1. ‍FMCG – Expanding numeric distribution in fragmented traditional trade
   ‍A beverage company faced stagnating coverage in thousands of mom-and-pop stores. Globalpraxis redesigned channel architecture and distributor territories, then applied AI to segment outlets and set visit frequencies. A mobile sales copilot prioritized the day’s store list and suggested basket-building SKUs. Result: Broader numeric distribution and higher strike rates, with fewer low-value calls.
2. ‍Pharma – Raising share in the pharmacy channel
   ‍For an OTC portfolio, the team used geospatial potential mapping (population, clinic density), pharmacy clustering, and assisted-selling scripts powered by LLMs. Trade terms were re-tiered to steer display and recommendations. The plan lifted on-shelf availability, reduced out-of-stocks, and improved the ROI of educational programs.
3. ‍Telecom – Optimizing prepaid vouchers & device RTMA mobile operator wrestled with overlapping distributors and inconsistent retail execution. Globalpraxis redesigned the RTM model, set clear coverage norms, and deployed a distributor scorecard with predictive alerts (route compliance, SKU gaps). Targeted incentives and image-based audits tightened execution and cut channel conflict.‍
4. Building materials – Cost-to-serve and margin rescue
   ‍In a price-pressured B2B category, AI-enabled cost-to-serve analytics revealed route inefficiencies and margin-dilutive orders. By re-routing, enforcing minimums, and deploying differentiated service levels, the client restored margin while preserving priority customer service.

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Typical RTM deliverables

• Market & channel blueprint: TAM/SOM by micro-market, channel roles, and shopper missions.
• Coverage & frequency model: Outlet universe, visit norms by segment, territory design, and route books.
• Distributor operating model: SLAs, exclusivity, incentives, scorecards, and data-sharing protocols.
• Assortment & price-pack architecture: SKU roles by outlet cluster, price corridors, and promo playbooks.
• Sales organization & KPIs: Org. design, incentives linked to quality of execution, and robust coaching rhythms.
• Digital execution stack: From DMS/ePOD and shelf-image capture to practical dashboards and AI copilots embedded into the daily workflow.
• Capability & change plan: Training paths, on-the-job toolkits, governance, and continuous improvement cadences.

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What “good” looks like

• Every sales day starts with a clear, prioritized call list and ends with clean data that improves tomorrow’s plan.
• Outlet offers, promo mechanics, and assortments are dynamically tailored to micro-segment.
• Distributor partnerships are transparent, with aligned incentives and early-warning alerts.
• Trade spend and field time flow to the highest ROI opportunities, verified by objective measurements (photos, POS).
• Teams learn and adapt weekly, not yearly – because the system is built to keep learning.

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Getting started

1. Rapid RTM health check (4–6 weeks). Pressure-test coverage, assortment, distributor model, and execution metrics; identify 3–5 high-ROI fixes.
2. Pilot & scale. Prove impact in a priority city/region with a minimal digital stack; then roll out playbooks, training, and governance.
3. Embed AI (IA) where it works. Introduce copilots, computer vision, and predictive analytics incrementally, tied to specific frontline decisions.

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These are just some of the ways Globalpraxis helps clients turn RTM into a durable competitive advantage: Sharper focus, stronger execution, and faster growth – country by country, store by store, week by week.

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