When Jimmy’s Iced Coffee wanted to level up their field sales, they found their sidekick in Bowimi. Since then, they’ve successfully transformed everyday store visits into data-driven wins.
Here’s how Jimmy’s turned insight into impact, and growth you can see on shelf.
A no-brainer for any field sales team new or established. We’ve never looked back.
Who are Jimmy's Iced Coffee?
Jimmy’s Iced Coffee is a UK brand on a mission to bring delicious, refreshing iced coffee to the masses. Started by siblings Jim and Suzie in 2010 the brand is now a household name, as well as a favourite among meal deal fiends.
Jimmy’s is now part of the Carlsberg Britvic family, and stocked in major retailers like Tesco, Sainsbury’s, ASDA, Morrisons and Waitrose, while still keeping its independent, feel-good spirit alive.
We caught up with Tony, their National Field Sales Manager, who has been part of the Jimmy’s family for over four years. From starting out in the field to leading the national team, he’s seen first-hand how a strong field sales operation is invaluable to a brand’s success.
Their field sales force plays a critical role in ensuring every bottle of iced coffee lands exactly where it should: front and centre in stores across the UK.
And for Tony, Bowimi has become his “most powerful sidekick” in making that happen.
If Bowimi disappeared tomorrow, I honestly don’t know what I’d do.
Before Bowimi: Leaving Clunky CRM's Behind
While the team have been using Bowimi for over 2 years, previous tools had been clunky and frustrating to use. Difficult to use platforms limit adoption, and ultimately slow teams down in the field.
Simplicity, visibility, and agility are key to teams out in the field. That’s why Bowimi’s easy-to-use interface makes sure reps and managers alike can feed data into the platform on-the-go, generating powerful insights and actionable learnings.
For Tony and team, bringing Bowimi into their day-to-day operations was transformational.
Onboarding was seamless. The app’s intuitive nature meant the team was up and running in no time. We’ve never looked back.
Tony and the Bowimi team have worked together to cultivate Jimmy’s platform to gather all the important data they need, and significantly cut down the amount of admin and mundane manual tasks required by the rest of the team. Now, every rep can focus on what they do best: visiting stores, building relationships, and driving compliance. Not battling spreadsheets or outdated systems.
Smarter Field Management, Every Day
Jimmy’s field team covers stores nationwide, from Morrisons and Sainsbury’s to Waitrose, focusing on availability, display compliance, and spotting new opportunities as they walk the aisles.
Tony uses Bowimi daily to track performance, manage KPIs, and uncover insights. Each rep’s activity is logged automatically, from the number of store visits to compliance checks and stock corrections, giving him full visibility into what’s happening in the field.
“The KPI dashboard is a total game changer. It helps us optimise team performance, celebrate success, and identify development areas instantly.”
By measuring KPIs effectively, Tony was able to move the team away from measuring performance based on visits, to surveys captured and activity completed. This subtle shift meant that the team were getting more data out of their visits, as well as completing more tasks.
The Insights Dashboard has also become an essential part of Tony’s toolkit. He can now share real-time compliance data, availability metrics, and competitor insights directly with account managers with his team as their eyes and ears on the ground.
“It’s invaluable to our account managers. We can now spot compliance issues quickly, and even use Bowimi data to challenge retailers and agencies with receipts in the form of photo evidence. Everything’s there, in one place.”
Other small but mighty features that have made day-to-day fieldwork smoother and faster for the entire team are:
From a compliance perspective, being able to track product status is a springboard for every visit. When visiting a site, reps can easily go to a location view and see what products are there. They are then able to chase these up during compliance checks.
Surveys can be set up by admins with extra guidance for reps, including the content the team should be capturing in photos with handy examples. They can also add further clarification against questions to detail the level of information required.
Instead of setting up the same filters or advanced filters to achieve a view of certain locations, users can save the search as a shortcut to make it easily accessible whenever they need it.
A Data-Driven Team with Real Results
Since adopting Bowimi, Jimmy’s has transformed the way they measure and manage field success. Each month, Tony pulls Bowimi data into a KPI tracker to analyse everything from store visits to total cases merchandised.
We’ve used Bowimi to build our entire KPI framework. Every visit, every action, every correction is tracked. It’s made us a more data-driven, proactive team.
With new features constantly being released, from red-flagging problem stores to streamlining route planning, the platform keeps evolving alongside Jimmy’s needs. What started as a CRM is now a full field performance driver.
Customer Success That Feels Like an Extension of the Team
Bowimi’s Customer Success team has been there every step of the way. From day one, Tony has worked closely with the team to tailor Bowimi to Jimmy’s evolving goals, whether that’s introducing new surveys, dashboards, or KPIs.
“The Customer Success team are super responsive and hands-on. Christina’s been a superstar, as was her predecessor. The team always listens, fixes issues quickly, and genuinely cares about making the platform better.”
Tony also values Bowimi’s open-mindedness to feedback. Whether it’s a small tweak or a new feature idea, he knows it’ll be taken seriously.
Looking Ahead
As Jimmy Iced Coffee’s continues to grow and expand into new regions, Bowimi remains a key part of their toolkit. Our platform helps Tony’s team stay agile, efficient, and focused on what matters most: getting more delicious iced coffee into more hands.
Bowimi’s developers keep finding ways to make our lives easier, often with features I didn’t even know I needed. Without being too dramatic we couldn’t do what we do, as well as we do, without it.
Jimmy's Iced Coffee Case Study At a Glance
| Feature | Detail |
|---|---|
|
Team |
Tony, National Field Sales Manager, and field reps based around the UK |
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Focus |
Grocery & convenience retail coverage
|
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Key Use Cases |
KPI tracking, compliance surveys, store audits, route planning |
|
Bowimi Features Loved Most |
KPI Dashboard, Insights Dashboard, Product Statuses, Example Photos, Location Shortcuts
|
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Impact |
Real-time visibility, faster issue resolution, measurable team performance uplift
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