How Lactalis Canada transformed its in-store performance with TELUS Retail Execution
Executive summary: Retail execution transformation
Business growth can quickly outpace operational systems. Even successful companies struggle with inefficient processes. Lactalis Canada faced this exact challenge.
Their retail execution process relied on legacy software, dozens of spreadsheets and presentations. Extracting actionable insights became increasingly difficult. Their business expanded rapidly, but they maintained the same field team size. Lactalis Canada needed retail execution technology that could scale intelligently.
Streamlined operations: Eliminated 25+ Excel spreadsheets with automated retail execution software across 30+ sites
Enhanced efficiency: Sales representatives complete more comprehensive store visits in the same time or 2 minutes faster
Proven ROI: Doubled business volume without adding sales staff while giving Revenue Growth Management teams precise analytics to optimize campaigns
Learn more about Lactalis Canada’s retail execution journey
Watch the on-demand session to see how Lactalis Canada doubled their business post implementation.
About Lactalis Canada
Lactalis Canada is a leading dairy producer behind popular brands including Cracker Barrel, Lactantia, and Astro, operating as part of the global Lactalis Group. With annual revenue reaching $5 billion as of 2024, the company operates over 30 sites including 20 manufacturing facilities across Canada, serving 93% of Canadian households.
Software used: TELUS Retail Execution
The challenge: when growth outpaces your retail execution systems
Before discovering TELUS Retail Execution, Lactalis Canada hit some familiar roadblocks that many growing CPG companies face – their in-store execution and data management processes just couldn't keep up.
Outdated technology infrastructure: Their existing retail execution system relied on outdated punch-in/punch-out software supplemented by over 25 Excel spreadsheets and PowerPoint presentations, where valuable insights got lost in the shuffle.
Rapid business growth without scaling: Business doubled. Sales team didn't. This common CPG dilemma meant Lactalis Canada needed their retail execution processes to work exponentially harder and smarter.
Limited data-driven insights: You can't improve what you can't measure. Their fragmented retail execution system left crucial metrics like out-of-stock gaps and distribution issues completely untracked at the store level.
The existing retail execution system was an outdated punch-in/punch-out software, augmented by over 25 Excel spreadsheets and PowerPoints. This created a linear model that failed to effectively harvest data for insights and decision-making.
Daniel Pichet, Senior Director, Retail Sales, Lactalis Canada
The solution: Finding the right retail execution technology partner
Lactalis Canada knew they needed a retail execution partner, not just a vendor. That's where TELUS Consumer Goods came in – with a solution that actually understood their business.
Why Lactalis Canada chose TELUS over competitors:
One size doesn't fit all in retail execution: TELUS Retail Execution was specifically configured for Lactalis Canada's indirect sales model (warehouse or direct store delivery), where representatives focus on merchandising and relationship-building rather than direct case sales.
Why integrated data ecosystem was critical: The solution integrated flawlessly with Lactalis Canada's existing SAP system, trade promotion management tools, and data lake, enabling automated daily data flows without manual intervention.
A retail execution implementation built on partnership: Three to four intensive days of needs assessment laid the groundwork for success, followed by collaborative testing and refinement with active sales team involvement through dedicated "super users."
Our project's success began with a three-day needs assessment at the TELUS office. This discovery phase was key. Afterward, the sales team tested and reconfigured the system, a process made possible by open communication with the TELUS team.
Daniel Pichet, Senior Director, Retail Sales, Lactalis Canada
The results: Measurable retail execution impact
Real transformation delivers real results. Lactalis Canada's retail execution overhaul produced immediate, quantifiable improvements across their operations.
Visibility into previously hidden metrics: Critical KPIs like out-of-stock gaps and distribution issues are tracked in real-time at the store level, enabling proactive intervention strategies.
Retail execution efficiency gains without compromise: Despite collecting more comprehensive data during store visits, sales representatives maintained or even reduced their average visit time by two minutes while delivering fact-based recommendations.
Quantifiable performance insights: The Revenue Growth Management team now has the analytics they need to measure display performance ROI and optimize future campaigns based on concrete data rather than assumptions.
Real-time decision-making: Sales representatives have access to real-time syndicated data and the latest sales updates directly at the store, transforming them into "partners" who can offer data-driven recommendations to store managers.
By extracting data from our "perfect store" tool, we can measure the impact of every in-store visit. TELUS’ passion for this is unmatched, and their dedication makes a tangible difference for our manufacturers, retailers, and ultimately, our shoppers.
Daniel Pichet, Senior Director, Retail Sales, Lactalis Canada
Key takeaways for CPG companies
Discovery before deployment Successful retail execution starts with understanding. Invest time in comprehensive needs assessment before evaluating retail execution software options. This foundation determines everything that follows.
Technology enhances, doesn't replace good processes Retail execution software amplifies what you already do – make sure your underlying processes and data quality are solid before implementation.
Cross-functional collaboration is non-negotiable Retail execution success requires teamwork. This isn't just an IT initiative – sales, operations, and technology teams must work together from planning through execution.
Field team ownership drives adoption Your sales team makes or breaks retail execution success. Involve representatives in design decisions and empower them as "super users" to lead training and change management efforts.
Resource allocation beyond software costs Budget for success, not just software. Quality personnel, appropriate hardware, and adequate training time are investments that determine long-term retail execution ROI.
Partner selection matters Choose retail execution vendors who understand your future. Look for providers with clear product roadmaps and commitment to continuous innovation that can scale with your business.
Ready to see what TELUS Retail Execution can do for you?
Ready to achieve your perfect store like Lactalis Canada?
Discover how TELUS Retail Execution's AI-powered tools and mobile accessibility can transform your in-store performance and drive measurable results.
