FMCG Distribution Trends in 2023


One of the biggest trends in FMCG in 2023 is going to be data-driven distribution. Find out what is it and how to implement it in this article.

Imagine this, you’re receiving a call from your customer about their latest order. They ask a fairly standard question, “Where is my order at the moment?”.

Now, as a Customer Service Representative in FMCG, you usually have this one option:

– to share the order information you have with the customer, where you can see the approximate delivery date. However, the person on the phone has the same last email from your company, meaning you didn’t solve their issue. 

Outcome? Your customer is unsatisfied with the service and gives you a low Customer Satisfaction score. Sounds familiar, doesn’t it?

What if we tell you there can be another option? 

– you answer the question by easily identifying the driver who has the order and the approximate time when the item will arrive at its destination.

Outcome? Your customer is happy to receive the latest update on their order which also gives you great satisfaction in your job. On top of it, it’s a well-known fact that 89% of consumers are more likely to make another purchase after a positive customer service experience.

We know, it sounds like an easy fix. However, 90% of customers rate an “immediate” response as important or very important when they have a customer service question meaning your Customer Service team should be aware of all the latest information on the order. Moreover, drivers in those companies do useless runs as they have no clear structure or map of orders for that day.

Now, we identified the biggest FMCG distribution trend in 2023  which is live data for your drivers and customer service advisors. 

Consider real-time Delivery Updates.

As we said, in 2023 FMCG companies are going to focus on their delivery insights and try to improve them for their employees and customers.

At Allsop, we have an example where one of our customers delivers orders daily. They have a tenth of tracks and hundreds of drivers.

At one point, they stopped keeping up with all this information, which led to lost orders and delivery delays. On top of it, the work did align with their main business goal – reducing their footprint.

Therefore we had a few main points to focus on, such as to improve the working lives of their users – drivers and customer service representatives – and align automation with their business values.

The moment we integrated the Delivery feature into their existing software, the team started to receive the latest information on the order and how soon the driver will reach the destination.

Currently, the company updates their customers during the day with the latest delivery insights on their orders, their drivers have a clear roadmap for the day, and their Customer Service team can answer all customers’ questions.

Therefore, with delivery automation, they:

– Save time.
– Reduce CO2.
– Improve employee wellbeing.

Save Time.

After the update, drivers save around 2 minutes per order, leading to over 1 hour of saving every day. With automation, they reduced their manual work on order receipts and order approval. Now that they have this information in one application, they can hit the road quicker and provide in-time delivery.

Reduce CO2.

Our client’s business goal is to reduce their footprint. Therefore, we digitalised receipts and other documentation for each order. Now, their customers receive email notifications and needed paperwork in the online format, which helps to reduce CO2.

Improved Employee Wellbeing.

Another big focus our client had is the wellbeing of their employees. Being on the road, hitting the delivery in-time and providing the best customer experience is a huge task. Therefore, with automation, we improved the application flow and user experience so that employees can access all required information in a few clicks. And so far, we have received only positive reviews!

“The recent update brought so much joy to our team. Our staff share how delighted they are with the new features as it became easier to navigate the application. On top of it, with digitalised receipts and improved user experience, they are saving 1 hour each day. We could not be happier and more excited to implement further updates in the application with Allsop.”


With all these changes in the delivery processes, the company’s approach to the environment and their employee well-being, they managed to improve what matters to many businesses – Customer Service. This is exactly why Delivery Insights is the latest FMCG trend in 2023.

Do you want to have a similar outcome but not sure if it’s the right fit for you? Check our recent article about Digital Trends in 2023 and book a call with us to receive a free-of-charge processes audit 🚀 From this exercise, you will receive:

✓ Full overview of your processes

✓ Identified areas of improvement

✓ Possible ROI after automating tedious tasks

Sounds good? Book today 👉 FREE of cost call.

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