FMCG and consumer goods field sales, on Salesforce
More outlets covered. More lines per call. Every shelf you can't stand in front of.
F1 Agent gives your outlet salesmen an AI planned beat, an order book, a shelf auditor and a sales coach in one app, and gives your sales managers a live view of which outlets were really visited and what was sold. All of it lives in the Salesforce you already run.
Built natively on Salesforce · by Cloud Ingenious, a Salesforce Summit Partner
Checked in 11:42 AM · Lajpat Nagar beat
Sharma General Store
Outlet 6 of 14 · Class A · Last order 9 days ago
Visit tasks
AI shelf audit
2 SKUs missing found
Done
Take order
Includes 2 recovered SKUs
Now
Return order
Near expiry, 6 units
Next
Competitor check
New scheme on 500ml
Next
Retailer form
Display rental audit
Next
Order so far
₹18,460 · 11 lines
AI shelf audit
2 SKUs missing, brand share 21% vs planogram 30%. Move 200g pack to eye level.
Lumina
Pitch the new 1L refill. Similar outlets nearby reorder it every 12 days.
In short
F1 Agent for FMCG and consumer goods is a Salesforce native field sales app for companies whose salesmen and merchandisers visit retail outlets, from kirana and general trade stores to chemists and modern trade.
It plans outlet beats with AI, optimizes the route, and turns every outlet visit into defined tasks: order capture, return orders, AI shelf audit with missing SKU and planogram detection, competitor capture and retailer forms.
Managers see live attendance, outlet coverage by territory, visit outcomes and expenses in one console, and Lumina AI coaches reps before they walk into the store. It is built by Cloud Ingenious, a Salesforce Summit Partner.
The field reality of consumer goods
Your brand is won or lost in a 1.5 metre shelf you visit for nine minutes.
A consumer goods salesman may cover 30 to 45 outlets a day across a market he knows by heart. The store owner is serving customers while he talks. The order is taken on a notebook or a distributor's app. The shelf photo goes to a WhatsApp group nobody reads. By the time head office sees secondary sales, the week is gone and nobody can say which outlets were skipped, why, or what the shelf looked like.
A Tuesday beat, as planned and as it happened
Illustrative beat of 14 outlets in a South Delhi market
9:30
Punch in, 14 outlets planned
Punched in at 10:20. No record of the reason.
10:30
Outlets 1 to 4, market lane
Visited 3. Order taken on paper, typed in at night.
12:00
Outlets 5 to 9, main road
Owner busy at outlet 6. Marked done anyway.
14:00
Shelf check at 2 Class A stores
Photos sent to WhatsApp. Missing SKU not noticed.
16:00
Outlets 10 to 14, colony side
Skipped. Route doubled back across the flyover.
19:00
Day closed
Claimed 64 km. Mapped route was 41 km.
The costs nobody puts on a report
Phantom coverage
Outlets marked as visited that were not. A Class A store goes three weeks without a call and starts stocking the competitor's pack.
Out of stock you never hear about
A fast moving SKU is missing from the shelf, the owner does not mention it, and the salesman takes the usual order. The sale goes to whoever is on the shelf.
Returns and expiry leakage
Damaged and near expiry stock is handled verbally, credit notes are disputed, and the retailer's trust erodes.
Travel claims nobody can verify
Kilometres and daily allowances are claimed from memory, then approved because checking them costs more than paying them.
What most consumer goods companies get wrong
Coverage is not the goal. Productive coverage is.
Most field sales tools for FMCG were built to prove the salesman was somewhere. That answers the cheapest question. A rep who completes 40 calls with no orders and no shelf checks is busier than a rep who completes 28 calls with 22 productive orders and three recovered SKUs, but he is not more valuable. Mature consumer goods teams measure what happened inside the outlet, not just the GPS pin outside it.
Level 1
Presence
Attendance and a location dot. You know the rep started work. You do not know what he did.
Typical tools: attendance apps, GPS trackers
Level 2
Visit compliance
Beats, check in and check out. You know which outlets were visited and which were skipped, and why.
Typical tools: beat apps, spreadsheets of PJPs
Level 3
Productive calls
Every visit carries tasks: order, return, competitor check, retailer form. You measure lines per call and order value per outlet.
Where F1 Agent starts
Level 4
Perfect store, guided by AI
AI picks the outlets worth visiting, audits the shelf from a photo, and tells the rep what to pitch. Managers act on exceptions the same day.
Where F1 Agent takes you
Five questions to ask any FMCG field sales app
Use these whether or not you choose F1 Agent. They separate tools that record activity from tools that move secondary sales.
01Can it decide which outlets to visit today, not just in which order?
02Does a cancelled visit require a reason, so customer side and rep side misses look different in your reports?
03Does a shelf photo become an audit with findings, or does it just get stored?
04Do orders, returns and outlet history land in the same CRM your key account and trade marketing teams use?
05Can it find outlets that opened last month and are not in your master yet?
Not sure which level your team is at?
Share one territory's outlet list and last month's visit data. We will show you coverage gaps, skipped Class A outlets and the travel a re-planned beat would save.
One flow, from the morning punch in to the last outlet's order.
Each step below is a working part of F1 Agent's Field Sales module and Lumina AI, configured to your channels, outlet classes and SKU list.
1
Punch in
Attendance with travel mode and odometer capture for two wheeler reps.
2
AI picks outlets
Recommendations weigh order potential, outlet class and territory.
3
Beat and route
Approved beat, sequenced by distance, with navigation to each outlet.
4
Check in and coach
Lumina summarizes last visits, dues and what to pitch today.
5
Shelf audit
Photo to findings: missing SKUs, visibility and planogram gaps.
6
Order and returns
Order lines and return orders captured against the outlet account.
7
Check out
Notes, disposition, photos. Cancellations need a reason.
8
Expenses and review
Auto travel expense, AI bill scan, manager approval and dashboards.
Beat planning and route optimization
Three separate decisions, three separate kinds of intelligence.
Most beat tools merge everything into a fixed weekly list. F1 Agent splits the problem the way an experienced area sales manager would. AI beat recommendations decide who deserves a visit today based on order potential, outlet priority and territory. The AI multi day route planner spreads a larger outlet list across Monday to Wednesday. Route optimization sequences each day's stops by distance.
Reusable single day and multi day beats can go through manager approval, so a rep's proposed PJP for next week is reviewed before it goes live.
Outcome: fewer kilometres between outlets and more calls on the outlets that actually reorder.
9 Class A outlets due for reorder · 6 outlets with open return requests · 4 outlets not visited in 21 days
Outlet visit · Gupta Medical and General
Order
Detergent powder 1kg24 units
Shampoo 180ml (recovered SKU)12 units
Shampoo 340ml (recovered SKU)6 units
Dishwash bar 3 pack2 cartons
Return order
6 units · near expiry · photo attached
Captured
Competitor check
Rival scheme: buy 10 get 1 on 500ml
Captured
Retailer form: display rental
Picklist and multi select fields
Next
Visit tasks, orders and returns
Every outlet call has a job to do, and the app knows what it is.
Visit Tasks define what a successful call means for that outlet type: take an order, take a return order for damaged or near expiry stock, capture competitor schemes and pricing, complete a retailer form, or run an AI shelf audit. The rep sees the checklist after check in, and check out captures notes, disposition and photos.
Because orders and returns sit against the outlet's account in Salesforce, the next salesman, the area manager and the key account team all see the same history.
Outcome: you measure lines per call and order value, not just call count.
The rep photographs the shelf. AI trained on your configured model checks it for missing SKUs, poor visibility, arrangement problems and planogram deviations, then recommends what to fix while the rep is still standing in the store.
This matters most where trade marketing pays for visibility: chiller placement, display rentals, new launch facings. You stop paying for displays you cannot verify.
Outcome: missing SKUs recovered on the same visit, and merchandising compliance you can report on.
Recommendation: add 180ml and 340ml to today's order, move two facings to the second shelf, retake the photo after rearranging.
Nearby search · 1.5 km around current location
Existing outletsNew businesses not in Salesforce
New Fresh Mart
Grocery · opened recently · 600 m
Create lead
Nearby outlet discovery
Find the outlets that opened after your last census.
Outlet universes go stale fast. When a rep finishes a beat early, Nearby Search shows existing outlets around him and businesses from Google's listings that are not yet in your Salesforce. He creates a lead, navigates there and logs an unplanned visit in the same app.
Visiting card scanning fills the retailer's details automatically, and you choose which Salesforce object the scan creates.
Outcome: numeric distribution grows from the field, outlet by outlet.
See today's market while there is still time to fix it.
Today's Overview shows who is present, absent or disconnected, who has been stagnant at one location too long, and how the beat is progressing. Ask Lumina which reps are falling behind on Class A coverage, then notify them from the same conversation.
Today's Overview · Delhi South territory
Updated live · 12:15 PM
Present
38 of 42
Outlets visited
412 of 610
Productive calls
71%
Shelf audits
126
Rep
Beat
Visits
Order value
Status
Ravi K.
Lajpat Nagar
11 of 15
₹62,300
On track
Arjun M.
Kalkaji
4 of 14
₹14,800
Stagnant 52 min
Priya S.
Greater Kailash
9 of 13
₹48,150
On track
Sameer T.
Okhla
0 of 12
₹0
Disconnected
Lumina: Arjun has been at one location for 52 minutes and has 7 Class A outlets left. Send him a check in and suggest moving 3 outlets to tomorrow?
Three moments every consumer goods sales head knows.
Coverage
Class A outlets are slipping to the competitor
Situation
Head office sees secondary sales dropping in one district. Reps report full beats, but nobody can show which top outlets were actually called on in the last month.
With F1 Agent
Customer level visit history shows a 26 day gap at 9 Class A outlets. AI beat recommendations move them into next week, and cancellation reasons reveal that 6 were skipped by the rep, not the retailer.
Outcome
The gap is closed in one beat cycle, and the area manager now gets a weekly view of Class A coverage by rep.
Merchandising
Paying for displays nobody can verify
Situation
Trade marketing pays monthly display rentals to 300 outlets, with compliance proven by photos in a chat group.
With F1 Agent
A display rental task with AI shelf audit is added to every visit at those outlets. Each audit records share of shelf, missing SKUs and planogram deviations in Salesforce.
Outcome
Non compliant displays are identified store by store, and rental renewals are based on audited data.
Distribution growth
New outlets open faster than the census updates
Situation
Fast growing suburbs add grocery and chemist outlets every month, and the outlet master is a year old.
With F1 Agent
Reps use Nearby Search after each beat to find businesses not in Salesforce, create leads with visiting card scan, and log an unplanned first visit.
Outcome
New outlets enter the system from the field, with an owner and a first order, instead of waiting for the next census.
Across consumer goods categories
Same platform. Different shelf, different priorities.
Custom visit forms and visit tasks mean each category runs the call its own way, without a separate app.
Packaged food and beverages
High frequency beats, short shelf life and heavy returns. Return orders with reasons, AI prioritization of reorder due outlets, and chiller and display checks through shelf audit.
Personal care and home care
Many SKUs and pack sizes per brand. Missing SKU detection and planogram checks matter most, along with competitor scheme capture at the counter.
Confectionery and impulse
Huge outlet universes with small tickets. Nearby discovery grows numeric distribution, and route optimization keeps cost per call low.
Consumer health and OTC
Chemist channel visits with detailed retailer forms. Lumina's Sales Coach summarizes previous meetings and recommends products to pitch before the rep enters.
Brands selling through distributors
Company salesmen and distributor salesmen working the same outlets. Territory hierarchy and role based rules keep both visible in one Salesforce org. See also F1 Agent for distribution.
What consumer goods teams see after a quarter on F1 Agent.
+40%outlet coverage with the same field team
30%less travel time between outlets
2.1xmore shelf checks completed per rep per week
18%lower travel reimbursement after distance rules
Illustrative figures from F1 Agent deployments. Your results depend on beat design, outlet density and rollout scope.
Why F1 Agent
How it compares with the ways FMCG teams usually run the field.
Each option has a place. The question is what you need to see, and where you want the data to live.
What you need
Spreadsheets and WhatsApp
Standalone SFA app
Custom build in Salesforce
F1 Agent
Upfront cost and speed
Free and instant
Quick to start
Months of build and ongoing maintenance
Configured product, phased rollout
Outlet data in your CRM
No
Separate database, needs integration
Yes
Yes, native on Salesforce
AI outlet prioritization
No
Varies by vendor
Only if you build it
Recommendation, multi day planner and route optimization
Shelf audit
Photos in a chat group
Often photo storage only
Requires a separate AI project
AI missing SKU and planogram detection with recommendations
Expense control
Manual claims
Sometimes a separate tool
Build per policy
Odometer vs mapped distance, hard and soft limits, AI bill scan
Where it fits less well
Works for a handful of reps
Fine if you do not use Salesforce
Fits unusual processes no product covers
Needs a Salesforce org; best for teams that want field and CRM in one place
You do not need to switch 500 salesmen on a Monday.
Step 1
Pilot one territory
One distributor's market, one ASM and their reps. Measure coverage and productive calls against last quarter.
Step 2
Configure your process
Outlet classes, visit tasks, retailer forms, travel modes and expense rules set to how you already work.
Step 3
Use your existing org
F1 Agent works on the Salesforce org you run today. Accounts, products and users stay where they are.
Step 4
Roll out region by region
Add AI shelf audit and Lumina once the basics are adopted. Expand when the pilot numbers justify it.
"Our salesmen used to send forty shelf photos a day to a group. Now each photo comes back with what is missing, and the order gets corrected before they leave the store. Coverage finally means something."
F1 Agent is a Salesforce native field sales app for consumer goods companies whose reps visit retail outlets. It covers attendance, AI beat planning, route optimization, outlet check in and check out, order and return capture, AI shelf audit, competitor capture, retailer forms, nearby outlet discovery, expenses and manager dashboards, with Lumina AI as a sales coach and manager assistant.
Do we need Salesforce Consumer Goods Cloud to use F1 Agent?
No. F1 Agent runs on your Salesforce org and uses your accounts, products and users. If you already use Consumer Goods Cloud or other Salesforce clouds, F1 Agent works alongside them in the same org.
How does the AI shelf audit work?
The rep photographs the shelf during the visit. AI analyzes the image against your configured or trained model to find missing SKUs, poor visibility, arrangement problems and planogram deviations, then recommends corrective actions. The results are stored as part of the visit in Salesforce.
Can reps take orders and return orders in the same visit?
Yes. Order capture and return orders are visit tasks. A rep can take an order, record damaged, unsold or near expiry stock as a return order and complete other tasks before checking out.
How does F1 Agent decide which outlets to visit?
AI beat recommendations prioritize outlets using order potential, opportunity potential, outlet priority, territory and other customer data you choose. The AI multi day route planner then assigns outlets to days, and route optimization sequences each day by travel distance.
Does it work for distributor salesmen as well as company reps?
Yes, if they are set up as users in your Salesforce org. Territory hierarchy, roles and profiles let you control which outlets, beats, forms and expense rules each group sees.
How are travel claims controlled?
Reps select a travel mode at punch in. For own vehicles they capture the odometer reading, and F1 Agent also calculates mapped distance through Google. You can reimburse the odometer distance, the mapped distance or the lower of the two, and apply hard or soft limits by role, territory or city tier.
Can we capture our own retailer survey or audit forms?
Yes. Custom visit forms support picklists, multi select picklists and other configured fields, and can be assigned to specific reps or visit types without code.
Does the app work in regional languages?
Lumina supports multilingual interaction, so reps can ask questions and plan beats in the language they are most comfortable with.
How long does it take to go live?
Most teams start with a pilot in one territory, configured to their outlet classes, visit tasks and expense policy, then roll out region by region. The timeline depends on the number of users, integrations and the processes you want on day one.
What does F1 Agent cost for an FMCG team?
Pricing is per user per month and depends on the modules you use, for example Field Sales with or without Lumina AI. See the pricing page for plans at [₹ per user / month], or ask us for a quote for your team size.
Get a beat coverage review for one of your markets.
Send one territory's outlet list. We will show you the outlets your team is missing, an AI planned beat for next week, and the kilometres it saves, on F1 Agent in Salesforce.
