Lindt & Sprüngli's data-driven Field Force

How do you transform solid field execution into an even stronger link in your brand strategy? For Lindt & Sprüngli, the answer was clear: data. Understanding what works on the retail floor is one thing; understanding why is what drives growth. As a long-term partner, we understand their goals and the nuances of the field. When Lindt & Sprüngli sought greater control over local performance, we joined forces with one objective: to use data as the engine for smarter, high-impact activities.

About Lindt
Lindt & Sprüngli is a global leader in the premium chocolate sector. Since 1845, the brand has blended craftsmanship with innovation, producing icons like the Lindt Gold Bunny, Lindor, and a sophisticated range of chocolate tablets. With a steadfast focus on quality and brand experience, Lindt has secured a unique position in the luxury segment.

The partnership
Lindt has partnered with Smollan Benelux for years; their entire Field Team is employed by us. This close integration ensures short lines of communication and rapid switching. When the need for deeper local data insights arose, leveraging our expertise in REX and PowerBI was the natural next step.

”Through Power BI and REX, we have gained better insight into the Field Team’s daily activities. We can now accurately break down which second placements we are utilizing and within which specific retail formulas. Furthermore, we can easily calculate the ROI of the Field Team. This creates broader internal support within Lindt and provides a clear, data-driven way to demonstrate our added value to the organization.”

The challenge
The core challenge? Gaining a firmer grip on field metrics. Lindt & Sprüngli wanted to know the exact return on every activation, the frequency of store visits, and the specific dynamics at a local level. They didn’t need vague overviews; they needed concrete data that empowered the team to work smarter and more purposefully.

The execution
Smollan completed the first phase of the project in just four months. A team of four specialists implemented a robust CRM system and integrated it with a custom PowerBI tool. By merging existing data with new performance metrics, the Field Team’s entire operation became visible in real-time.

The tool provides deep insights into:

• The number of second placements
• Store visit frequency
• Revenue per activation
• Location-specific store data

Because of our extensive experience managing Field Teams, we understood exactly what happens on the shop floor. This allowed us to build a solution that was immediately practical and user-friendly for the team in the field.

The result
Lindt & Sprüngli now possesses a user-friendly, visually intuitive, and—above all—highly functional tool. It is a system that facilitates better decision-making, optimizes routing, and significantly increases impact on the retail floor.