A Cloud Platform for Egypt's FMCG Field Force, from Baqala to Distributor

A single app serves five roles: van sales, pre-sales order taking, merchandising, key-account management for modern trade, and distributor sales. Each one gets its own beat, its own activity checklist and its own KPI dashboard, but all of them cover the same baqala, souq stall, wholesale-hub and modern-trade ground across Cairo, Alexandria, Giza and beyond.

A rep checks in with a selfie and a GPS reading together. AI matches the face against the profile on file to rule out proxy attendance, and a geo-fence confirms the location sits inside the assigned territory. Because every baqala, souq stall and wholesale-hub outlet is pinned on the map ahead of time, a supervisor can see live location, lateness and shift hours on one dashboard rather than trusting a written note.

Each baqala, souq stall and wholesale-hub account sits on a fixed weekly plan rather than a reshuffled list. GPS pins show exactly where Al Obour Wholesale Market, Souq El-Ataba or a baqala route further from the capital sits, so nothing depends on memory or a hand-drawn map. Visit frequency is set per outlet class, and a missed call slides into the next open slot automatically.

A single visit covers a secondary order by SKU, a sell-out capture, a photo-backed shelf and fridge audit, competitor pricing and pack-size notes, an EGP collection against whatever invoices are open, and any near-expiry or damaged-stock return. Everything is geo-tagged and time-stamped as it happens, and specific steps can be made mandatory depending on the visit type.

Primary stock and dispatch are logged in the portal by distributors and sub-distributors. Wholesale-hub traders sit in the middle of that chain, and reps capture secondary sell-out at the point of sale. Credit status, ledgers and beat-wise distributor performance all roll up into a single cloud view running from the depot down to the baqala shelf.

Cash still dominates at the baqala and souq tier, so a rep records a cash collection against an invoice with a photo or a reference number. Where payment goes digital instead, InstaPay transfers, Fawry payments, Meeza settlements and telco wallets such as Vodafone Cash all log the same way. Outstanding balances and ageing update live, so a rep can see what a retailer owes before the next order is even placed.

Batch and expiry get captured twice: once at the outlet and again in the distributor warehouse. That double capture is what catches near-expiry stock before it becomes a write-off or a quality-compliance problem. Every return, damage and swap is logged against its batch number, and reports flag approaching-expiry SKUs by governorate and by distributor so liquidation can happen faster.

A rep files an EGP claim with a receipt photo under headings such as daily allowance, fuel, transport, lodging and mobile data. Anything over the policy cap gets flagged automatically before it reaches a manager, and multi-level approval routes each claim to the line manager and then finance. Leave balances, public holidays and month-end attendance closure all flow through to payroll, with records kept the way Labour Law No. 14 of 2025 expects.

Yes. Volume slabs, buy-one-get-one offers, target incentives and consumer promotions can all be set by outlet class, route, channel or SKU, and the system checks eligibility the moment an order is captured. A baqala and a Carrefour Egypt or Kazyon branch can therefore be running two entirely different schemes at once, with redemption and key-account payouts tracked on a dashboard that keeps a full audit trail.

Rep productivity, beat compliance, EGP order value, drop size, strike rate and territory coverage all roll up live across Cairo, Alexandria and Giza, with a separate view for Upper Egypt and Delta routes. AI flags the routes that are underperforming and suggests what to do about it. Area sales managers and category heads get the same numbers by email daily and weekly, and any dashboard exports to Excel in one click.

Yes. Coverage thins out fast once you leave dense Cairo, Alexandria and Giza routes for Upper Egypt or the rural Delta, so both the Android and iOS apps are built offline-first. Attendance, orders, collections, audits and photos all save to the device with no signal at all and sync the instant coverage returns, so nothing gets lost on the way. The interface itself runs Arabic-first alongside English, since a rep working baqala and souq beats outside the main cities is not always working in English.