FMCG Sales Force Automation for Ghana's Traditional and Modern Trade

The app covers the Sales Representative on a provision shop and kiosk beat, the Van Sales Representative running stock-and-invoice rounds, the Merchandiser working modern trade, the Key Account Manager on supermarket calls, and the distributor sales representative (DSR) employed by the key distributor. Each role opens its own beat, activity list and dashboard from one login.

A Sales Representative checks in with a selfie and a GPS pin, matched by AI to block proxy attendance. Because navigation stays landmark-led even where GhanaPostGPS exists, the check-in is geo-tagged to the outlet itself rather than to a postal address. A Sales Supervisor sees location, timing and any late arrival on one screen.

Each outlet is added to a geo-tagged master the first time it is visited, and a beat sequences those points into a repeatable journey rather than relying on a street address. Visit frequency can differ for a provision shop, a kiosk, a container shop, a table-top seller and a market stall, and a missed call reassigns to the next available slot automatically.

A Sales Representative raises an order, either taken for van delivery on the spot or pre-sold for the next run, records sell-out and pack availability, and checks competitor pricing where relevant. A mobile money or cash payment can be taken against an open invoice, with photos and a GPS stamp attached automatically. Visit types can make specific steps mandatory before the call closes.

The key distributor employs the selling team and keeps its own books, which is exactly where visibility usually breaks down. The platform gives the KD, its wholesalers and sub-distributors, and its own reps a shared record, so a brand's Sales Supervisor and Area Sales Manager see sell-out and stock movement as it happens rather than at the next stock report.

MTN MoMo, Telecel Cash and AT Money payments are fully interoperable through GhIPSS, and a collection through any of them logs against the matching invoice automatically. Cash is still common at the table-top and market-stall tier, so a rep records it against the same invoice with a reference or a photo. Both routes reconcile to one GHS ledger rather than sitting in separate wallets and cash books.

Batch and expiry are captured at the outlet and at the distributor warehouse, so near-date stock surfaces before it becomes a write-off, and returns log against the same batch. Order and invoice records are structured to support the E-VAT invoicing that the Ghana Revenue Authority already requires of every VAT-registered business, and field data collection is handled with the Data Protection Act, 2012 (Act 843) in view.

A Sales Representative or Van Sales Representative files a GHS claim with a receipt photo under fuel, transport, lodging and allowance heads, and a policy cap flags anything over limit before it reaches a Sales Supervisor for approval. Leave balances and Ghanaian public holidays sit in the same record, and month-end attendance closure feeds straight through to payroll.

Van selling loads stock on the vehicle and invoices at the door, which suits high-frequency lines and smaller outlets that buy little and often. Pre-selling raises the order on the visit and delivers it on a separate run, which suits heavier drops and modern-trade accounts that want a scheduled delivery slot. Both routes write to the same distributor stock position, so a route can mix the two across a single territory.

Yes. Coverage genuinely thins on routes through the Savannah, North East, Upper East, Upper West, Oti and Bono East territory and on rural cocoa and agro routes, so attendance, orders, collections and photos all capture on the device first and sync once signal returns. Nothing raised on a low-signal stretch of the beat is lost while a rep waits to reconnect.