Retail & Modern Trade Training & Learning Cloud Software for Egyptian Business

Each modern-trade account gets its own short module covering buyer and category-manager roles, contact protocol, listing terms, and the review calendar for chains such as Carrefour, Spinneys, and Kazyon. Before a key account manager can book a first meeting at a chain's head office in Cairo or Alexandria, they need to clear a short assessment, so nobody arrives at the table unprepared.

It covers both, on separate tracks. The modern-trade track works through chain negotiation and planogram compliance, while the traditional-trade track focuses on baqalas, souqs, and the wholesale hubs that move most FMCG volume, including Al Obour Wholesale Market and the gomla markets around Greater Cairo. A rep only sees the track that matches the channel they actually cover.

A dedicated module walks through chain listing terms, shelf and gondola-end costs, and trade-spend bands in EGP, alongside the internal sign-off matrix. Because repricing happens more often here than in stable-currency markets, the module is built to be updated quickly. Key account managers also work through the approval flow and ETA-compliant invoicing before they commit any budget to a range review, so spend never clears without someone who has passed the module.

Photo-based standards walk through planogram compliance, share of shelf, POSM placement, price-tag accuracy, and batch and expiry checks on the shelf. A merchandiser has to pass an image-based quiz before they are cleared to audit any outlet, whether that is a Carrefour in Giza or a busy baqala in the Delta, so audit results read the same no matter who is holding the phone.

The module is Arabic-first from the start, not an English script translated afterwards, so a promoter records their pitch straight into an app built around Arabic prompts and right-to-left, icon-led navigation. Trainers score tone, product accuracy, and how the promoter handles shopper questions. A failed attempt triggers a short refresher rather than a straight retake, and only a certified promoter can be rostered onto a shop floor or a souq activation shift.

Step-by-step video modules cover stand setup, sampling rules, taking payment (cash at the counter, bank transfer, or a digital rail such as InstaPay, Fawry, or Meeza), and how to handle returns. A demo specialist has to pass the flow quiz before working a weekend activation at a hypermarket or a souq event.

Briefings for Ramadan, Eid, and back-to-school go out as short modules a couple of weeks ahead of each campaign. Content covers the SKU mix, gift and bundle packs, price points, and promoter scripts for both chains and baqalas. A quiz pass confirms every promoter and merchandiser is ready before the campaign actually goes live, rather than finding out on day one.

Yes. The platform is built mobile-first for patchy signal, not just the dense coverage of Cairo or Alexandria. A merchandiser downloads modules over Wi-Fi at the depot, then studies while moving between outlets on the route. Videos run under three minutes and quizzes under two, so a session fits between calls. Whatever gets completed offline is stored on the phone and syncs on its own once a connection comes back.

Certification status feeds straight into the SFA app. A promoter who has not been certified cannot be rostered onto a chain or a new product launch, and a key account manager without a current certificate cannot book a listing meeting. An expired certificate automatically triggers a refresher module. Brand teams get a live readiness view by account, channel, and city, from Cairo to Alexandria and beyond.

Yes. Both the employee LMS app and the trainer app can publish under your brand on Google Play and the App Store, while running on the same cloud backend behind the scenes. Agency-employed promoters and direct-hire merchandisers can sit on one app or split across two, which fits FMCG brands running a field agency for modern trade alongside an in-house team for traditional trade.