Bowimi https://www.bowimi.com All-in-one field sales software Tue, 05 May 2026 15:22:00 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.5 https://www.bowimi.com/wp-content/uploads/2025/05/B_Favicon_Gradient_2025.svg Bowimi https://www.bowimi.com 32 32 Why Your Sales Team Needs More Data, Not More Prospects https://www.bowimi.com/fmcg/why-your-sales-team-needs-more-data/ Thu, 16 Apr 2026 10:26:41 +0000 https://www.bowimi.com/?p=9630

Why Your Sales Team Needs More Data, Not More Prospects

The “Hamster Wheel” of Prospecting

In the world of field sales, there is a common misconception: if the numbers aren’t where they should be, you simply need more doors to knock on. But constantly chasing new prospects without a data-backed strategy is like trying to fill a bucket with a hole in the bottom.

You can visit the “perfect” venues every day, but if you aren’t tracking the nuance of the conversation, beyond just a “sold/not sold” status, you’re leaving revenue on the table.

In HubSpot’s 2025 State of Sales Report they found that:

82% of sales pros now say that surfacing better insights from existing data is the most important factor in meeting business demands.

It’s no longer about finding more leads, it’s about finding the truth within the leads you already have.

In field sales, what doesn’t get measured eventually gets lost. Your reps could be the most diligent professionals in the industry, but if they are using tools that don’t capture the reality of their accounts, they are essentially flying blind.

Do More With The Data You Already Have

We aren’t suggesting you stop prospecting. Growth demands it. However, we are suggesting you master the basics before scaling your outreach.

Most field teams face a common enemy: The Friction of Data Entry.

If your reps are squinting at clunky spreadsheets or fighting a CRM built for desk-bound accountants rather than field-bound sales, data hygiene will suffer. Entry becomes sporadic, errors creep in, and valuable insights are buried in “Notes” sections that no one ever reads.

Your strategy might actually be brilliant, but on paper, it looks weak because the data isn’t clear. Transitioning to mobile-first, centralised tools isn’t just about organisation, it’s about giving your strategy the evidence it needs to succeed.

The Power of Intelligent Prospecting

When you centralise your data– integrating customers, prospects, and lost accounts– you stop guessing. By leveraging specific Data Pillars, you can transform a simple site visit into a goldmine of competitive intelligence.

Bowimi Data Pillars

The Bowimi Data Pillars: Your Field Intelligence Kit

Think of these as your “at-a-glance” markers. Quick, colour-coded labels (e.g. Venue Type, Rank, or Status) allow you to segment your territory in seconds.

These aren’t just forms; they are your eyes on the ground. Custom questions help you capture the why behind a sale or a rejection, tailored specifically to your business goals.

Move beyond “Yes/No.” Track the lifecycle of every SKU, from Proposed to Stocked or Unsuitable, to see exactly where your pipeline is leaking.

Mapping the “web” of influence. Linking parent companies, distributors, and key decision-makers ensures your reps know exactly who pulls the strings before they walk through the door.

Close the loop instantly. Sending automated confirmations to distributors and customers ensures nothing gets lost in translation between the handshake and the delivery.

Want to learn what else Bowimi has to offer? 

Visit Our Platform Overview

Stop Searching, Start Finding

In field sales, time is the only currency that matters. According to research by Salesforce, sales reps spend only about 28% of their week actually selling. The rest is consumed by administrative tasks and travel.

Intelligent data shortens that gap. With Bowimi, managers can precisely target true potential in their territories. Instead of “visiting all bars in East London,” your strategy becomes:

“Visit all Gold-ranked bars that stock our flagship SKU but haven’t yet trialed our new range, and filter for those who haven’t been visited in 30 days.“

Real-World Scenarios for High-Velocity Teams

The Cross-Sell

Filter for existing customers with a high rate of sale who haven’t sampled your new SKU yet.

The Win-Back

Identify accounts that haven’t ordered in three months and check their last survey response to see if a competitor moved in.

The Supply Chain Pivot

Just signed a deal with a new distributor? Filter for every location exclusively stocked by them and instantly unlock a new “warm” prospect list.

Suddenly it’s no longer about new prospects helping your business grow, it’s about keeping equal focus on your existing pipeline, and getting the most from your existing customer base.

What is Bowimi?

Bowimi One-Pager Downloadable

Read our one-pager overview to learn how we’re saving teams from poor data entry and unnecessary admin (giving them back 12+ hours a week, per rep).

The Bottom Line

Your field team doesn’t need a longer list of names; they need a clearer picture of the opportunities already sitting in their pocket. By prioritizing data hygiene over prospect volume, you move from a “numbers game” to a “strategy game.”

Is your team equipped to see the opportunities they’re currently walking past?

Man looking at mobile, sea and city backdrop

Empower Your Team With Bowimi

Equipping your team with the right tools shouldn’t feel like a trade-off between power and price. Many legacy CRMs are “heavy”, expensive to license, difficult to set up, and so clunky that reps simply won’t use them.

Bowimi was built to flip that script, offering a solution that is:

Affordable

We believe high-level field intelligence shouldn’t be reserved for companies with enterprise-level budgets. Bowimi scales with you, ensuring you only pay for the value you’re actually capturing on the street.

Powerful

From advanced filtering and automated transfer orders to granular SKU tracking, you get “big data” insights with a “small app” footprint.

User-First

If a tool is hard to use, it won’t be used. Bowimi’s mobile-first interface is designed for the fast-paced reality of field sales, ensuring your data is captured in real-time, accurately, and without the headache.

By putting Bowimi in your reps’ hands, you aren’t just giving them an app; you’re giving them a competitive edge. You’re turning every visit into a data point, and every data point into a roadmap for growth.

Ready to see the opportunities your team is walking past? Start using data to drive your strategy today.

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]]> Why Most CRMs Fall Short for Australian FMCG Sales Teams… And What To Do About It https://www.bowimi.com/fmcg/why-most-crms-fall-short-for-australian-fmcg-sales-teams/ Mon, 23 Mar 2026 11:58:19 +0000 https://www.bowimi.com/?p=9575

Why Most CRMs Fall Short for Australian FMCG Sales Teams… And What To Do About It

In Australia’s fast-moving FMCG landscape, field sales teams are the backbone of growth, with over 80% of FMCG sales still happening in physical retail environments.

From independent beverage brands to emerging snack companies, success depends on strong retail execution, efficient territory management, and real-time visibility into what is happening on the ground. 

Despite investing in CRM systems, many Australian businesses still struggle to achieve these outcomes. The problem is not a lack of tools, it is that most CRMs are simply not built for the realities of field sales in FMCG.

The Shortcomings of Traditional CRMs in Australia

Built for Desk-Based Sales

Most popular CRMs were originally designed for inside sales teams; people working from laptops, managing pipelines from desks, and closing deals remotely. While this works well for SaaS or B2B environments, it creates major friction for FMCG businesses. 

Field sales reps in Australia are constantly on the move, visiting stores across large territories, often in regional or low-connectivity areas. Traditional CRMs struggle to support this mobility. They rely heavily on desktop interfaces, require constant connectivity, and lack intuitive mobile workflows. 

As a result, reps either avoid using the CRM altogether or update it hours (or days) after visits, leading to inaccurate and outdated data.

Lack of Route Planning and Territory Optimisation

With Australia being larger than most of Western Europe combined, it definitely poses a unique challenge to the humble rep and their fuel mileage. Despite this, many CRMs offer little to no support for route planning. 

Without built-in route optimisation, sales reps are left to manually plan their schedules. This leads to:

  • Inefficient travel routes
  • Missed store visits
  • Reduced coverage of key accounts 

Ultimately, this wastes both time and fuel, while limiting revenue opportunities.

Poor Visibility Into Retail Execution

One of the biggest gaps in traditional CRMs is the lack of visibility into what is actually happening on-premise. 

For FMCG companies, success is not just about closing deals, it is about execution: are product listed correctly, for example on-shelf, on-tap, on menus? Are displays set up correctly? Are promotions being followed?

Most CRMs are not designed to capture this level of detail. They focus on customer data based in email chains, not store-level insights. This leaves managers blind to execution issues and unable to take corrective action quickly. 

Manual Data Entry and Low Adoption

A common pain point across Australian sales teams is that CRMs feel like “extra work.” Reps are required to manually input notes, update records, and log activities, often after a long day in the field.

This creates two major problems: low adoption rates, and incomplete or inaccurate data. When the system becomes a burden rather than a tool, its value quickly diminishes. Managers end up making decisions based on unreliable information.

Limited Real-Time Reporting

In FMCG, timing is everything. Stockouts, competitor activity, and promotional execution all require immediate action. 

However, many CRMs rely on delayed or static reporting. Data is often updated at the end of the day (or later), making it difficult to respond to issues in real time. This delay can result in: lost sales opportunities, poor retail compliance, and slower decision-making.

Not Made for Field Sales-Specific Needs

Perhaps the most fundamental issue is that most CRMs are generic. They are designed to serve a wide range of industries, which means they lack features tailored to the needs of FMCG field sales reps, or account owners visiting sites. 

Missing capabilities often include:

  • Visit tracking and store audits
  • Photo capture and proof of execution
  • POS and retail data integration
  • Territory-based workflows

For Australian FMCG brands and distributors, this means constantly adapting their processes to fit the software, instead of the software supporting their operations.

How Bowimi Solves These Challenges

If traditional CRMs feel like they weren’t built for your team, that is because they weren’t. At Bowimi, we take a different approach, one that actually reflects how FMCG sales teams work day to day.

Mobile-First, Field-Ready Design

We built Bowimi for reps who are always on the move, not stuck behind a desk. Our mobile-first interface allows sales teams to easily log visits, capture data, and access information directly from their phones without jumping through a million hoops. 

Importantly, we support offline functionality, so whether your reps are in regional areas or dealing with patchy reception, they can keep working without missing a beat. Surveys can be captured without connectivity and synced later, ensuring nothing is lost. This removes frictions and encourages consistent usage, leading to more accurate and timely data.

Field rep checking Bowimi on-premise in-store
Field rep capturing photo in Bowimi of drinks fridge in supermarket

Smart Route Planning and Territory Management

No more guesswork or messy spreadsheets when it comes to planning the day. We help reps organise their visits in a way that actually makes sense. 

Instead of manually mapping out visits, reps can:

  • Prioritise key accounts
  • Optimise travel routes
  • Maximise store coverage

This not only saves time and fuel but also increases productivity and revenue potential from each rep.

Real-Time Retail Execution Insights

Unlike generic CRMs, Bowimi is designed to capture on-premise activity. Reps can log detailed visit information, including:

  • Product availability
  • Display compliance
  • Promotional execution
  • Photos from the store

This gives managers real-time visibility into what is happening across all retail locations. Issues can be identified and addressed immediately, improving overall execution quality.

See a Real World Example

Field Sales Rep for Huel Using Bowimi in store

Check out our case study with Huel, where we join their Field Sales Manager in Huel HQ, and their Field Rep out in the field, to understand how they use our platform end-to-end.

Watch Now

Reduced Admin, Increased Adoption

Bowimi minimises manual data entry through intuitive workflows and automation that just look like user-friendly surveys, tags, and ‘place order’ functions in the platform. Reps can quickly log visits and updates with minimal effort, making the platform feel like a helpful tool rather than an administrative burden. 

Higher ease of use leads to higher adoption, and ultimately, better data for a strategic field sales strategy that can be easily presented to stakeholders.

Australian field rep on route to location

Real-Time Reporting and Actionable Insights

With Bowimi, data is available instantly. Managers can track performance, monitor KPIs, and identify issues as they happen. 

This allows you to make quicker decisions, respond faster to issues, and manage your team more proactively. Instead of reacting to problems, you stay ahead of them.

Built Specifically For Field Sales

Perhaps Bowimi’s greatest strength is our focus. We’re not a generic CRM, we are a platform built specifically for FMCG sales teams. 

Every feature is designed with real-world use cases in mind, including:

  • Field sales workflows
  • Retail execution tracking
  • Territory management
  • Integration with sales and POS data

This alignment means businesses no longer have to force-fit their processes into a system that was not designed for them.

For Australian FMCG Companies, the limitations of traditional CRMs are becoming increasingly clear. Tools designed for desk-based sales simply cannot keep up with the demand of field teams operating across large territories and dynamic retail environments. 

The result is inefficiency, poor visibility, and missed opportunities. Bowimi offers a different approach, one that is purpose-built for the realities of FMCG field sales. By addressing the core shortcomings of traditional systems, it enables sales teams to work smarter, execute better, and drive stronger results. 

As the Australian Market becomes more competitive, adopting the right tools is no longer optional.

What To Do About Your Current CRM​

If your current CRM is holding your team back, you’re not alone but you don’t have to settle for inefficiency, poor visibility, or outdated tools.

Book a personalised demo today and discover how Bowimi can help your team work smarter, increase coverage, and drive stronger sales results across your territory.

]]> Challenges for Craft Breweries in Australia https://www.bowimi.com/fmcg/challenges-for-craft-breweries-in-australia/ Wed, 18 Mar 2026 16:18:01 +0000 https://www.bowimi.com/?p=9453

Challenges for Craft Breweries in Australia

Over the last decade Australia’s independent brewing sector has grown from under 200 breweries to over 600 today. Growth in numbers, however, hasn’t translated to security and growing numbers do not mean a level playing field.

Craft beer’s share of the overall beer market has grown from 16.7% in 2019-20 to 20.3% by 2024-25 (IBISWorld) – genuine progress. But the distribution of that share is deeply skewed. Two large, foreign-owned breweries (CUB / Asahi & Lion) hold 83% of the beer market, while independent craft breweries, despite employing over 50% of the entire brewing industry, make up approximately 8% of market share.

More breweries are playing for a small slice of the market
Source: BISWorld (as cited)
Source: BISWorld (as cited)

Brewery Closures

This is where the numbers get sobering. Since January 2023, at least 47 breweries have entered voluntary administration or closed their door, and the IBA estimates the true number is much higher, as it doesn’t capture quiet or unpublished closures (IBA).  As of late 2024, 48% of independent breweries reported they were struggling to retain profitability (Crafty Pint).

Fuel costs alone can add up quickly when routes aren’t optimised. But the real price is in the relationships: missed follow-ups or late deliveries can damage trust with key accounts like pubs, bars, and retailers. And in such a relationship-driven industry, that trust is everything.

The Go-to-Market Challenge

Most craft breweries are brilliant at making beer and terrible at selling it systematically. 

Our experience is mostly that reps are selling blind. They are not equipped with a system that helps them plan their day based on real, actionable data. For brands with constrained budgets, this creates a huge risk for growth – particularly when hiring a field team.

The Need for Data

Many craft breweries are still working with fragmented or unreliable data.

At the same time, competition is increasing. Larger players like Asahi and Lion have made it clear they intend to tap into craft beer’s popularity through acquisitions and increased marketing investment. As the line between craft and mass-produced beer becomes less distinct, it’s getting harder for independent breweries to stand out on “craft” credentials alone.

Many breweries start as passion projects, which is part of what makes the industry so special. But long-term success increasingly requires strong commercial foundations, including clear data, insight into performance, and a scalable approach to growth.

For brands thinking about an eventual exit, this becomes even more important. Potential acquirers are typically looking for well-run, data-driven businesses. Without that visibility, they may simply look elsewhere.

Scaling Up Stockists

How to Get Listed In Your First 100 Bars

Check out our guide on
How to Get Listed in Your First 100 Bars

Access Guide

The distributor approach

For a challenger brewery trying to grow its on-premise presence, one of the earliest and most consequential decisions is how to get to market.

Broadly, there are three routes – and each comes with a trade-off between control, cost, and scale.

Third-party Distributor

This is the most common starting point for many breweries.

Working with a distributor provides immediate access to logistics infrastructure, delivery networks, and existing relationships with bars, pubs, and retailers. For a small or growing brewery, this can dramatically increase reach without needing to build an internal team.

But there’s a catch. Distributors typically carry large portfolios of brands, and smaller craft breweries can quickly become one of many SKUs competing for attention. Your beer may be excellent, but if a distributor rep has 30 brands to sell that day, it’s unlikely yours will receive consistent focus.

For breweries trying to build a strong presence in venues, this lack of control over the sales process can slow momentum.

Outsourced Field Sales Team

Some breweries opt for an outsourced sales agency, essentially renting an experienced field sales team.

This can be an attractive middle ground. You gain access to professional reps, structured sales processes, and venue relationships without the cost and risk of building an internal team.

However, the same challenge often appears here too.

Most agencies represent multiple brands at once, which means attention and time are divided. While this model can help open doors, it doesn’t always create the deep, long-term relationships with venues that independent breweries rely on.

In-house Field Sales Team

The final option is building your own field team.

This gives breweries the highest level of control. Your reps represent only your brand, build direct relationships with venues, and feed real-time market insights back into the business.

For breweries serious about growth, this can be incredibly powerful.

But it also comes with real challenges. Hiring reps, planning routes, tracking activity, and managing performance all require structure, systems, and data. Without this foundation, even talented sales reps can end up working reactively, visiting accounts without clear priorities or insight into where the biggest opportunities are.

The real challenge

Many breweries don’t fail because they chose the wrong route to market.

They struggle because they lack visibility into what’s actually happening in the field.

  • Which venues are being visited?
  • Which accounts are growing?
  • Where are the biggest opportunities to increase tap share or listings?

Without this kind of data, even the best go-to-market strategy becomes guesswork, and in a crowded market with over 600 breweries competing for limited tap space, guessing is a risk most independent breweries can’t afford.

Taking the cap off of a glass bottle of beer

What Breweries Can Do About It

The breweries that survive, and grow, tend to have one thing in common: they treat sales as a system, not a side effect of making great beer.

Great product still matters. But in a crowded market with limited tap space and thousands of competing SKUs, execution in the field becomes the differentiator.

That means giving sales teams the tools to work smarter.

Prioritise the right venues

Not every venue is equal.

Some accounts have the potential to pour hundreds of litres a month, while others may only rotate taps occasionally. Yet many brewery reps still plan their days based on geography or habit rather than opportunity.

By using field sales platforms like Bowimi, breweries can prioritise visits based on real customer data, identifying high-potential venues, tracking which accounts haven’t been visited recently, and spotting opportunities to increase tap share.

Instead of selling blind, reps can focus their time where it actually drives revenue.

Turn field activity into real data

For many breweries, the biggest blind spot is what actually happens once reps leave the office.

Visits, conversations, competitor taps, new listings, lost accounts – all of this valuable information often disappears into WhatsApp messages, notebooks, or memory.

Platforms like Bowimi capture this information in real time, creating a central source of truth for the business. Over time, this builds a picture of what’s really happening in the market.

  • Which venues are growing
  • Which competitors are gaining taps
  • Which accounts need attention

That insight becomes incredibly powerful when planning sales strategies.

Build repeatable sales processes

As breweries grow, the challenge shifts from selling beer to scaling sales activity.

New reps need onboarding. Territories need structure. Visit plans need to be consistent.

Without systems in place, growth often becomes chaotic – with reps working in different ways and valuable opportunities slipping through the cracks.

Field sales tools help breweries create repeatable, scalable processes for how their teams operate in the market, from planning routes and tracking visits to managing customer relationships and opportunities.

Build a business that’s investable

There’s another reason data matters.

Many breweries begin as passion projects, but long-term sustainability often means thinking about investment, partnerships, or acquisition.

When larger beverage companies evaluate brands, they aren’t just buying recipes – they’re buying distribution strength, sales performance, and market insight.

A brewery that can clearly show where its beer is selling, how accounts are managed, and how sales activity drives growth is a far more compelling investment than one relying on anecdotal success.

In a market where major brewers are actively acquiring craft brands, data becomes part of the asset.

The craft beer market in Australia isn’t short of great breweries. What it lacks is structure around how those breweries sell.

For the independents that build data-driven sales teams, the opportunity is still enormous, not just to survive in a crowded market, but to compete with the scale and sophistication of the majors. 🍻

Get Competitive With Bowimi

If you’re running a brewery with reps in the field, it’s worth seeing what a more structured approach could look like. Bowimi helps breweries plan smarter routes, prioritise the right venues, capture real market data, and turn everyday field activity into clear sales insight. The result is a team that spends less time guessing and more time growing distribution.

If you’d like to see how it works in practice, book a quick demo and we’ll show you how breweries are using Bowimi to sell more effectively in an increasingly competitive market. 🍻

]]> From Spreadsheets to 250% Growth: How Amie Wine Transformed Field Sales with Bowimi https://www.bowimi.com/case-study/amie-wine/ Fri, 07 Nov 2025 10:48:37 +0000 https://www.bowimi.com/?p=8943

With good times and great wine at their core, amie is a wine brand for friends produced in the South of France. They needed a solution for their field sales team to gain better visibility of their customers and prospects.

Since switching to Bowimi, amie has gone from reactive to proactive. With live sales data, seamless Xero integration, Power BI insights, and clear visibility across every account, they’ve transformed how they sell, plan, and grow.

Fred Barton, Commercial Director of amie wine

I will make a point of anybody who I know who is a similar sort of business to us, if they are going to start using a CRM system, I'm always very fast to go and say Bowimi is absolutely what I would be using.

Fred Barton, Commercial Director, amie

Who are amie?

amie is a producer of Languedoc-based wines, reds, whites, rosés, and a sparkling Crémant, made for modern drinkers who value great taste and good design in equal measure.

As Commercial Director, Fred Barton leads the sales team, bringing over ten years of experience across FMCG brands like Willy’s ACV and Chase Vodka. Having worked with giant CRMs before, he knew how complicated they could get, and how little personal support they often provided.

Going from a start-up to scaling up, their sales team was juggling “monster” spreadsheets, disconnected systems, and data they couldn’t trust. Watch our case study with Fred about amie’s journey with Bowimi below, or read on to find out more.

I’ve used the biggest CRM system in the world, but whenever something didn’t work, it was almost impossible to get anyone to take ownership and fix it. With Bowimi, it’s completely different. The team is hands-on, supportive, and constantly improving the platform based on how we actually use it.

Fred Barton, Commercial Director, amie
wine on shelves

What problem did they have?

Like many growing FMCG brands, amie’s sales data lived across too many places.

Reporting was time-consuming, their CRM didn’t integrate with Xero, and there was no easy way to see who had or hadn’t ordered certain products. That meant the team was missing opportunities to re-engage customers, upsell, or spot trends early.

And with multiple reps adding accounts manually, duplication was a constant headache.

“We’d end up with five or six different versions of the same account because different reps had added them in slightly differently. It made tracking and reporting messy and unreliable.”

wine for friends mirror at amie studio

The Bowimi solution

Switching to Bowimi gave amie clarity, speed, and confidence in their data. Take a look at some of the features and integrations that Fred loves the most.

The platform integrates with Google to eliminate account duplication. Every account is tied to its verified Google location, so the team works from one clean, reliable source of truth. No more ‘The Dog and Duck’, ‘The Dog and Ducks’, or ‘Dog and duck’ confusion. The human error of manually inputting important data is over.

By integrating directly with Xero, Bowimi brings amie’s entire customer base, from bars and hotels to restaurants, into one intuitive dashboard. The team can instantly see spend by customer and SKU, track activity, and run detailed sales reports without touching a spreadsheet.

“Bowimi integrates perfectly with Xero and allows us to visualise all of that information. How much each customer has spent per product, per month, per year. It means we can finally track how we’re doing across any period, really easily.”

By combining Bowimi with Power BI, amie has unlocked even deeper insights. They can see all their customers without the 50 account cap that applies to Bowimi insights, across more tailored timelines, as well as granular detail.

“Power BI lets us look at every single customer and see which products they have and haven’t bought. We can then run a campaign, like visiting everyone who hasn’t bought our Crémant, offer them something special, and track the results before and after.”

The outcome? Targeted campaigns, smarter sales conversations, and full visibility over performance. Power BI is an essential add-on for businesses looking to get more out of their data.

PowerBI Logo and example

Bowimi is amie’s sales team’s centralised hub. They not only have all the tools they need to plan, prospect, and record visits, but every team member’s data feeds into powerful insights. In this way amie can ensure they’re getting the most out of every customer, not just focusing on selling into new ones.

We can now track how we’re doing one month or one year versus the same period last year, which is crucial because our products are seasonal. Power BI and Bowimi together have made that possible.

Fred Barton
Ian and Fred chatting over Bowimi at amie wine studio

The results

The numbers speak for themselves: amie has grown by 250% in the last year and a half.

Fred credits a huge part of that growth to having the right visibility and reporting tools in place.

Audits that once took hours now take minutes, giving the team more time to act on insights, not chase data. Monthly dashboards and graphs now show exactly how many new customers are being added, how each SKU is performing, and where to focus next.

“Before Bowimi, we were firing blind. Now, we can clearly see who’s buying what, who isn’t, and how to grow from there.”

The Bowimi Experience

The amie team describes working with Bowimi as collaborative, more like a partnership than a software subscription. Fred says, “What I’ve loved is that suggestions we’ve made have been taken on by Ian, Dan, and the team, and actually made real. That’s where Bowimi really wins versus other CRMs.”

New functionality is added regularly, often shaped by customer feedback. The result is a platform that evolves alongside its users, rather than leaving them behind.

entrance sign outside of amie wine studio

Looking forward

amie is excited about what’s next, both for their business and Bowimi. With all the new software developments coming out every month, there’s lots of new functionality on the way, and they want to make sure they’re making the most of all of it.

Together, amie and Bowimi have built a partnership that makes data-driven selling simple, freeing up time to focus on what really matters: getting great wine into more hands (and glasses).

Turn your data into something worth raising a glass to

Book a demo to see how wine brands are using Bowimi to modernise their field sales and stay competitive, all while keeping people at the heart of their sales.

]]> How Jimmy’s Iced Coffee Supercharged Their Field Sales with Bowimi https://www.bowimi.com/case-study/jimmys-iced-coffee/ https://www.bowimi.com/case-study/jimmys-iced-coffee/#respond Mon, 20 Oct 2025 10:56:54 +0000 https://www.bowimi.com/?p=8912

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.

Tony Straker, National Field Sales Manager

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.

3 cropped squares of jimmy's in the wild, including their original, mocha, and oat SKUs

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.

Bowimi KPI Dashboard showing visits by sales rep per month
This data is for demonstrative purposes only

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.

hovering 'priority accounts' shortcut tile over map of the UK and Europe

Check out our blog on how to use shortcuts here!

3 images of Jimmy's in fridges, a big pop-up at the beach, and a Jimmy's salted caramel cart activation

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
Focus
Grocery & convenience retail coverage
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
Impact
Real-time visibility, faster issue resolution, measurable team performance uplift

Does your team need an intuitive way to check compliance and track sales?

Book a quick demo of Bowimi's platform, and find out whether our platform can help with the growth and expansion of your business.

]]> https://www.bowimi.com/case-study/jimmys-iced-coffee/feed/ 0 Why Poor Field Sales Planning is Costing Your Brewery https://www.bowimi.com/fmcg/why-poor-field-sales-planning-is-costing-your-brewery/ Wed, 08 Oct 2025 11:17:04 +0000 https://october2025.bowimi.com/?p=8598

Why Poor Field Sales Planning is Costing Your Brewery, and How to Fix it

In today’s increasingly competitive beer market, having the right brewery CRM software can make all the difference for breweries across the world, who are under more pressure than ever. The craft boom may have opened doors, but now those spaces are crowded. Staying on top means being sharper, faster, and more efficient than the next brewer, and the next, as well as the non-alc brands that are redefining the category.

According to SIBA’s 2025 report, over 100 breweries closed in the past year despite continued consumer demand for independent beer. In short, margins are tighter, stakes are higher, and efficiency matters more than ever.

While much of the industry focus has been on brewing innovation and branding, there’s one overlooked piece of the puzzle that’s quietly draining time, money, and opportunities from breweries every day: field sales planning.

From missed deliveries to inefficient route planning, poor sales coordination is costing your brewery more than you think. But with the right tool (one your team will actually USE…) you’ll both reduce your reps’ admin time and increase your sales and data output.

field rep chatting with pub manager over pints of beer

How Poor Planning Hurts Profitability

Every minute your sales reps spend zig-zagging across the city, sitting in traffic, or juggling admin tasks is time they’re not spending in front of buyers. That means fewer visits, more missed opportunities, and lost revenue.

Fuel costs alone can add up quickly when routes aren’t optimised. But the real price is in the relationships: missed follow-ups or late deliveries can damage trust with key accounts like pubs, bars, and retailers. And in such a relationship-driven industry, that trust is everything.

Top Brewery Sales Planning Mistakes (and How to Avoid Them)

We’ve seen it time and time again. Great beer, strong branding, but sales teams stuck using outdated systems. Here are just a few of the most common field sales pitfalls:

  • Manual Route Planning: Google Maps and Excel spreadsheets may get the job done, but not well. Without automation, reps lose time every day on basic logistics. For example Google limits your routes to 20 at a time, and doesn’t optimise the most efficient order of which locations to visit first. You also can’t save routes, we dread to think how many times the same pub names have been typed into a rep’s Google maps.
  • No Visibility Into Rep Activity: If you don’t know where your team is or what they’re doing, you can’t improve their performance. Lack of transparency also makes coaching and accountability harder.
  • Admin Overload: When reps are buried in reporting or paperwork, they’re not selling. And that’s a huge waste of talent.
  • Poor Targeting: Without a clear, updated view of accounts and prospects, reps can’t prioritise their visits effectively, meaning high-potential leads may fall through the cracks.

How CRM Tools Improve Brewery Sales

Thankfully, poor planning isn’t a permanent problem. With the right tools, breweries can quickly transform their field sales operations from chaotic to coordinated. At Bowimi, we specialise in brewery field sales, from Beavertown to Lucky Saint, helping teams across the UK streamline their sales processes. 

Here’s how Bowimi helps breweries get there:

Automated Route Planning

Bowimi takes the guesswork (and the Google Maps tab) out of your reps’ day. Based on account priority and geography, our platform builds optimised daily routes, so your team spends more time with buyers and less time on the road.

Optimised routes in 'My Calendar'

Real-Time Tracking and Reporting

Want to see where your team is, what visits have happened, and what’s next on their list? With Bowimi, you get full visibility into rep activity so you can identify gaps, spot high-performers, and make data-driven decisions.

CRM and Contacts in One Place

No more hunting through spreadsheets or sticky notes. Bowimi acts as your mobile CRM, giving reps instant access to customer details, call notes, and visit history. On the road, in real time. Everything they need is at their fingertips.

Seamless Integrations with Breww and BrewMan

Bowimi syncs directly with top brewery management systems, so reps always have up-to-date customer and order data at their fingertips. No double data entry, no bouncing between systems, just one connected workflow across sales, ops, and distribution.

Breww and Brewman integration in Bowimi

How Breweries Use Bowimi to Grow Sales

Don’t just take our word for it! Some of the most respected breweries in the UK are already seeing the benefits of Bowimi.

beavertown logo

Beavertown

As Beavertown’s field sales team grew, spreadsheets and disconnected systems couldn’t keep up. Reporting was manual, visibility was limited, and data-driven decisions were tough to make. Discover how they transformed their operation with Bowimi, saving hours in admin and centralising reporting for a smarter, faster, more effective sales process.

Watch Case Study
budweiser budvar logo

Budweiser Budvar

Kristen from Budweiser Budvar UK discussed how her team leverages Bowimi for various field operations. The platform assists in route planning, prospecting, data capture, and task management. Additionally, Bowimi's insights and reporting features help track daily KPIs and overall business performance, enhancing the efficiency of managing on-trade accounts

Watch Case Study
lucky saint logo

Lucky Saint

Aaron from Lucky Saint highlighted the benefits of Bowimi in providing an easy-to-use system for sales representatives. The platform offers the necessary reporting capabilities to understand field activities, aiding in winning taps for their non-alcoholic beer.

Watch Case Study
curious brewing logo

Curious Brewery

The platform enables the sales team to log every customer interaction, including technician visits, ensuring a comprehensive view of each account. This approach provides the sales team with supportive oversight, facilitating better customer relationship management.

Watch Case Study

By reducing time spent on admin and improving visit targeting, these breweries have freed up their sales teams to do what they do best, build relationships and grow the brand into something that every bartender knows by name.

In a crowded market, every conversation counts. And without smart planning, your brewery could be missing the moments that matter most.

Field sales isn’t just about showing up, it’s about showing up efficiently, consistently, and with purpose. That’s where Bowimi comes in. With tools designed specifically for field teams in the beer industry, we make sure your reps are in the right place at the right time, every time.

Ready to give your sales team the tools they need to win?

Join the likes of Lucky Saint, Budweiser Budvar, and Beavertown Brewery in using Bowimi to plan smarter routes, strengthen customer relationships, and grow your brand with less admin and more impact.

Book your demo through the calendar below, and one of our experts will walk you through how these features work as part of Bowimi’s powerful, easy-to-use platform.

]]> Shortcuts: The Secret Weapon for Faster Field Sales https://www.bowimi.com/features/shortcuts-for-faster-field-sales/ Wed, 24 Sep 2025 08:43:42 +0000 https://october2025.bowimi.com/?p=8780

Shortcuts: The Secret Weapon for Faster Field Sales

There are no shortcuts in field sales... Except when there are.

Meet Bowimi’s Shortcuts, an unsung hero of our platform. By pinning your most-used search criteria, you can cut down on repetitive admin and spend more time where it counts: in front of prospects and customers.

Why Shortcuts Matter

With shortcuts you spend less time searching, more time seeing results.

Let’s say you’ve nailed the perfect view for your next product launch. You’ve set up advanced filters to find customers who stock a competitor, but also sell plenty of your most popular SKU. That’s your sweet spot for getting a new product listed.

Fast forward a month… you want that exact view again. Instead of rebuilding it from scratch, you just click your Shortcut. Simple.

Check out Shortcuts in action...

In this video, I run through a quick Shortcuts application. With over 26,000 locations in our Demo account in Bowimi, I wanted to reduce them down to a view of priority accounts only. To achieve this I filtered accounts by having a high rate of sale, and which have been labelled by the team as Gold customers. 

After applying these filters, I create my new Shortcut to ‘Priority Accounts’ in seconds. Whenever I want to make this search in future I can access it directly from my Bowimi homepage in one click.

While this is quite a simple combination of filters, the possibilities for your Shortcuts are pretty much endless. 

When to Use Shortcuts

Because Shortcuts pull directly from your filters, the use cases are almost endless. Here are a few popular ones we see in action:

  • Spot at-risk accounts

By filtering for sites that haven’t been surveyed for the last 30 days, specific survey answers, or accounts that haven’t ordered recently.

  • Find cross-sell opportunities

Based on parent company, supplier, or sampled product status.

  • Keep teams organised

With quick views of all accounts owned by a particular rep or region.

Get More From Bowimi

Shortcuts are just one way we help brands like Huel, KIND, and others supercharge their field sales. Want more insider tips? Subscribe to In the Field, our monthly newsletter packed with tricks from our Customer Success team and real-world examples from leading brands.

Subscribe to the

In the Field

newsletter

How to Use Shortcuts

It couldn’t be simpler, once you’ve adjusted your filters on our ‘Locations’ page you’ll see ‘Misc’ at the bottom. By clicking on this you’ll see the ‘Create shortcut’ option, which will save the filters you’ve applied.

You can then access all your shortcuts from the search bar (on desktop) or your homepage (both mobile and desktop).

hovering 'priority accounts' shortcut tile over map of the UK and Europe

Not on Bowimi?

There’s a whole lot more to Bowimi than our Shortcuts feature. In fact, using the platform saves reps 12+ hours a month worth of admin, not to mention exceptional sales visibility and all the tools they need right at their fingertips. Book your demo through the calendar below to see the whole platform in action.

]]> Funkin Cocktails – Selling 100 million cocktails on-trade every year https://www.bowimi.com/case-study/funkin-cocktails-case-study/ Tue, 16 Sep 2025 14:36:16 +0000 https://october2025.bowimi.com/?p=8751

When I first worked in field sales, planning routes used to take me a whole day. With Bowimi, it’s done in minutes. That time saved goes straight back into building relationships and growing the business.

Dom McBride, Senior National Account Manager, Funkin Cocktails

Funkin Cocktails, the UK’s number one cocktail solutions provider, faced a challenge: they were building a field sales team from scratch without a CRM or structured processes in place. With ambitious growth plans, they needed a tool to capture sales data, plan visits efficiently, and give reps the visibility to succeed. After being recommended Bowimi, they never looked back.

This case study explores Funkin’s journey, the challenges they faced, and how Bowimi has helped them scale their field sales function with confidence.

Who are Funkin Cocktails?

For over 25 years, Funkin Cocktails has been the UK’s leading cocktail solutions provider across both the on-trade and off-trade. Their mission is simple: to make high-quality cocktails accessible to everyone. With more than 100 million cocktails served in bars, pubs, and restaurants nationwide, Funkin is a brand trusted by both bartenders and consumers.

When Dom, Senior National Account Manager, joined Funkin from Fentimans, the company was taking its first steps into field sales with just two representatives. Without a CRM in place, the challenge was not just about selling, it was about setting up an entire function from the ground up. 

What problem did they have?

Funkin’s sales reps were entering the field without a structured process or toolset to guide them. Without a CRM, the business had no central way to:

  • Capture outlet and sales data
  • Track distribution footprint
  • Plan efficient call routes
  • Support reps in growing their areas with measurable performance

In short, Funkin needed more than just a way to record data. They needed a platform to help them understand their customers, streamline team management, and accelerate growth.

The Bowimi solution

Bowimi gave Funkin a ready-to-go field sales platform that was simple to use and quick to adopt. The onboarding process was seamless. New reps could pick it up and run with it straight away.

Some of the most valuable features for Funkin include:

Bowimi’s CRM map view helps Dom monitor market presence at a glance, and easily direct rep focus. With their ‘Build Our Base’ initiative, the team were able to identify their existing customers, and how to upsell these accounts.

Funkin are saving hours of time by building efficient call routes in minutes, and unlimited prospecting with our Google-powered search.

To find out more about Bowimi’s route planning click here.

With activity and insights tracking, reps are empowered by being able to see how their time is spent and where they can improve.

KPI’s can be recorded in platform for easy monitoring and reporting for both reps and managers. Find out more about our insights here.

Bowimi offers clear visibility into rep performance and business impact, no more scraping together different data points for stakeholders. All your data is centralised in one place.

Check out more about our insights feature here.

Backed by ongoing support from their Bowimi Account Manager, Funkin also benefited from a setup tailored to their unique needs, with flexibility to customise questionnaires and reporting tools.

When Dom joined Funkin from Fentimans, the company was taking its first steps into field sales with just two representatives. Without a CRM in place, the challenge was not just about selling, it was about setting up an entire function from the ground up. 

We've also put a plan out for the second half of the year to accrue £100,000 new business between the two sites. We wouldn't have been able to do that, to measure what our base was and then give them key targets on core products, without Bowimi.

Dom McBride, Senior National Account Manager, Funkin Cocktails

The results

Bowimi has helped Funkin move from reactive selling to a more structured, measurable field sales process. Key outcomes include:

  • Full visibility of current and potential accounts, as well as past proposals and outcomes.
  • Ability to track wins, stockist activity, and pipeline progress.
  • Support for structured 12-week call cycles, with reps equipped with a full history of previous conversations.
  • A commercialised long-term sales strategy targeting over £100k in new business.

Most importantly, Funkin’s team has been able to focus on what really matters: building strong customer relationships and expanding their footprint in the market.

Looking forward

What began with two field reps has already set the foundation for bigger things. Funkin plans to scale its field sales team further, with Bowimi at the centre of its growth strategy.

For Dom, Bowimi is a must-have tool for any brand setting up field sales from scratch: “Bowimi makes it easy to get started, but it also grows with you. For any business looking to build a field team, I’d recommend it without hesitation.”

Is your company looking to improve its field sales?

Book a no-obligation demo with our team to see the platform in action.

]]> Which AI Software understands field sales best? https://www.bowimi.com/fmcg/which-ai-software-understands-field-sales-best/ Fri, 27 Jun 2025 10:54:10 +0000 https://october2025.bowimi.com/?p=8665

Which AI Software understands field sales best?

AI Field Sales Face-Off: ChatGPT, Gemini and Copilot. Who Planned the Best Strategy?

With AI becoming increasingly accessible, the question is no longer if businesses should use it, but which one to choose. We decided to put the most popular triad of platforms—ChatGPT, Gemini, and Copilot—to the test to see how valuable they really are for brands selling out in the field.

Our challenge was simple: could an AI generate a winning strategy for a new field sales team? We stepped into the shoes of a Sales Director for an established probiotic yoghurt brand, successful in retail and now aiming to conquer the world of cafés, up-market gyms, health stores, and independent shops.

Here’s the exact prompt we gave each platform.

Hi [platform name], I’m the Sales Director for an established FMCG brand selling probiotic yoghurts in the UK. We have had success selling into various retail distribution channels, but are now looking to expand into cafés, up-market gyms, health stores, and independent shops. Part of the strategy I’m considering for achieving this is a field sales team, who will also support compliance checks for our retail channels. Please give me a short, concise strategy for this new team to plan and prospect?

Our Prompt

We were intentionally a bit vague. A great strategy requires nuance, and we wanted to test each model’s reasoning and understanding of the field sales industry. We also asked them to keep it concise.

Let’s see how they did.

chatgpt gemini and copilot logos

The Contenders: The AI-Generated Strategies

Here are the unfiltered responses from each platform.

Test Conditions:
Test conducted on 25/06/2025
Free versions of respective software were used.
ChatGPT version: GPT-4; Gemini version: 2.5 Flash

The Ringside Analysis: Who Understood Field Sales?

All three AIs provided a solid foundation. But the devil is in the details, and some platforms demonstrated a much deeper understanding of the nuances of field sales.

Round 1: Depth and Detail

Right away, Gemini pulled ahead with the most detailed response. It didn’t just suggest targeting “gyms”; it specified “gyms with smoothie bars, health cafes, or a wellness-oriented member base.” This level of detail shows an understanding of the Ideal Customer Profile (ICP) that is crucial for effective prospecting. Reps armed with this insight can immediately focus their efforts on high-potential locations.

Copilot also offered valuable considerations like “footfall” and “health-conscious clientele,” which are key data points. ChatGPT was more generic, simply segmenting by venue type.

When it came to KPIs, both Gemini and ChatGPT listed solid metrics. However, Gemini’s suggestion to track “Conversion rate from lead to new account” shows a focus on the entire sales funnel, while ChatGPT’s “Compliance issues resolved” astutely captures the reps’ role in protecting brand reputation, not just checking boxes.

Winner of the Round: Gemini

Gemini logo

Round 2: Tools of the Trade vs. Field Realities

This is where the AIs revealed their generalist nature. Both Gemini and ChatGPT suggested implementing a “robust CRM (e.g., Salesforce, HubSpot).” While these are phenomenal platforms for marketing and inside sales, they aren’t built for the dynamic, on-the-go reality of field sales. Reps need mobile-first tools designed for route planning, on-site data capture, and quick ordering—not a desktop-centric CRM.

To toot our own horn for a moment, this is exactly why Bowimi exists: to consolidate the tools a field rep needs into one mobile-friendly platform that feeds clean data back to managers. We’ll forgive the AI giants for overlooking us; they’re still learning.

ChatGPT also made an error by suggesting reps use a CRM and a separate app for compliance checks. This creates data silos and invites human error. The goal should always be a single source of truth, where all field activity is managed in one place for end-to-end insights.

Winner of the Round: Copilot

CoPilot logo

Round 3: The Human Element and Strategy

Field sales is about more than just data; it’s about process and people. This is where Copilot truly shined with its suggestion to create a “Feedback Loop.” This concept—a weekly rhythm to share insights, iterate messaging, and refine prospecting—is the engine of any successful sales team. It turns individual actions into collective intelligence.

Gemini also impressed by focusing on coaching, suggesting reps be trained in “solution selling” and asking open-ended questions. This demonstrates an understanding that a sales pitch isn’t a monologue; it’s a conversation.

Winner of the Round: A tie between Copilot and Gemini.

Gemini and CoPilot logo

The Verdict: And the AI That Understands Field Sales Best Is…

After weighing the responses, one platform stood out. If we were to hand out the award, it would go to…

The winner is...

Hover to reveal

Gemini

Gemini’s detailed breakdown of target accounts, its focus on channel-specific value propositions, and its inclusion of sophisticated KPIs demonstrated a superior familiarity with the industry. It provided a strategy that was not just actionable but also intelligent. With some targeted follow-up prompts, a manager could genuinely use this as a strong foundation for planning.

Copilot earns a strong second place. It kept its response concise as requested and was the only AI to highlight the all-important “feedback loop,” a cornerstone of agile sales strategy.

ChatGPT, while competent, offered a more surface-level plan. Its advice to use separate tools for CRM and compliance reporting was a fundamental miss, creating unnecessary complexity and risk for a field team.

Ultimately, AI platforms are powerful tools for ideation and planning. They can provide an excellent first draft, but field sales is hard work that depends on people. A successful strategy requires combining that AI-powered blueprint with deep industry knowledge and the right tools designed for the people on the ground.

Interested in how AI can supercharge your field sales execution?

The Bowimi platform uses a powerful Google Maps integration to help you build and manage your prospect database. With our premium AI Prospecting feature, you get a daily list of 500 new locations, scored on their likelihood to become your next customer based on your team’s real-world success.

Explore Bowimi’s Platform and AI Capabilities

Book your Bowimi demo

Want to follow these AI strategies and start seeing more from your field sales team? Do it all in Bowimi. Data consolidation and insights, route planning, prospecting, tracking orders and rate of sale. Quintessential field sales tools, all in one platform. Book your quick 30-minute demo to see how Bowimi works through the calendar below.

]]> Denzel’s – How a Growing Dog Treat Brand Transformed Their Field Sales https://www.bowimi.com/case-study/denzels-how-a-growing-dog-treat-brand-transformed-their-field-sales/ https://www.bowimi.com/case-study/denzels-how-a-growing-dog-treat-brand-transformed-their-field-sales/#respond Fri, 13 Jun 2025 14:03:56 +0000 https://october2025.bowimi.com/?p=8643

We caught up with Alice, Sales Executive at Denzel’s, with contributions from her teammate Charlotte, to hear how they’ve transformed their field sales days with Bowimi — and kept those all-important tails wagging.

I honestly don’t know how we’d keep on top of all our contacts and visits without Bowimi.

Alice, Sales Executive at Denzel's

Who are Denzel's?

Denzel’s is a dog treat brand run by a group of obsessive dog lovers and Denzel; the world’s most spoiled Cocker Spaniel. Their mission? To celebrate the joy we feel when we treat our dogs ridiculously, with premium all-natural dog treats, because let’s face it, they deserve it.

From gift boxes to steak and chips training rewards, Denzel’s products are proudly made in the UK & Ireland and designed to deliver tail wags on every occasion.

Dogs enjoying Denzel's dog treats

What problem did they have?

As a growing brand working across major retailers like Tesco, Pets at Home, Sainsbury’s, Co-op and Spar as well as independent and hospitality channels, the Denzel’s team needed a reliable way to keep track of their ever-growing list of stockists, prospects, and site visits.

Ultimately, they found themselves in need of a field sales team. Enter Sales Executives, Alice and Charlotte. While the two were both relatively new to field sales, Alice having some experience with Repsly, coming into Denzel’s they needed to stay on top of who they were visiting, when, and what had been agreed. The team also needed to complete compliance checks for Tesco and manage high-volume seasonal sales pushes across indies and hospitality.

Starting as they meant to go on, Denzel’s chose Bowimi to provide Alice and Charlotte with an easy-to-use system that gave them the full picture and flexibility that they needed on-the-go. Our trackable, visual platform made it simple to manage day-to-day operations and share meaningful updates with the rest of the business.

As Charlotte put it: “It was just hard to keep track of everything otherwise.”

The Bowimi solution

Denzel’s implemented Bowimi to coincide with Alice and Charlotte joining the business. Since bringing in our platform, the Denzel’s field sales team were up and running rapidly with our efficient onboarding, and have transformed how they work.

Key features they rely on daily include:

Keeping track of team performance and sales visits is so much easier now. It gives us a clear picture of what’s happening in the field.​

For both in-person and remote contact, including seasonal activations.

To organise accounts by campaign (like ‘Proposed for Valentine’s’ or ‘Ordered’), making follow-ups simple.

To quickly share insights with each other and the marketing team, from distribution progress to new stockists and compliance photos.

Replacing countless email threads, spreadsheets and saved phone photos. “They all have their own profile, which I love”, said Alice, which we also love to hear.

Even for non-sales colleagues, Bowimi’s user-friendly, mobile-first app makes it easy to stay connected to what’s happening out in the field. Whether it’s a new stockist secured, or an activation spotted in a local store. With a large marketing team in-house, Bowimi’s automated dashboards and insights widgets allows the Sales Executives to easily translate sales data into useful outputs for the team. These key insights support everything from where activations are focused, to generating content for social carousels!

As Alice said:
 “I don’t know how without Bowimi I’d keep up to date with all the contacts and visits we’re making. It’s an easy, centralised platform to see everything that’s going on.”

Results and Success

Bowimi hasn’t just made life easier, it’s made the team at Denzel’s more productive and better connected.

The platform’s flexibility enabled the creation of field sales roles like Alice and Charlotte’s, and gave them the tools to set meaningful KPIs and track distribution progress in real time.

The team no longer has to dig through emails or old photos, nor juggle multiple Google Sheets for different campaigns. Everything, from visit notes and compliance checks to seasonal product pushes, lives in one organised, accessible place.

Bowimi’s tags and widgets have also saved huge amounts of admin time and made it far easier to report on business-critical KPIs, like new doors opened and campaign reach.

Support and Customer Service

Denzel’s is just getting started with Bowimi’s advanced features, with plans to make more use of advanced filters and further streamline data management as they continue to grow.

The team has been hugely impressed with the onboarding and ongoing support too, with Alice calling out how responsive and proactive the Bowimi team has been from day one.

“We’d definitely recommend Bowimi,” says Alice. “It works brilliantly for our small team but would be a great fit for larger ones, too.”

In Short?

Denzel’s proves that even a small, passionate team can work smarter, move faster, and stay better connected with the right tools in hand. With Bowimi, they’ve made life simpler, sales stronger, and the whole team better in sync — all while keeping tails wagging.

And the best part? They’re just getting started.

Are you a growing brand looking to start your own field sales team?

Get in touch to see how Bowimi could work for your business.

]]> https://www.bowimi.com/case-study/denzels-how-a-growing-dog-treat-brand-transformed-their-field-sales/feed/ 0