Unlocking distribution growth with geo-intelligent AI
A leading global snacking company partnered with Fractal to strengthen its Route-to-Market (RTM) expansion strategy across emerging markets.
The company operates in complex traditional trade environments where millions of fragmented retail outlets make distribution expansion challenging.
To drive growth, the organization needed a way to identify high-potential expansion opportunities, align distributor coverage with demand, and equip field teams with actionable insights.
Fractal partnered with the client to deploy Covex, a geo-intelligent AI platform designed to support coverage expansion, territory planning, and field execution.
As a result, the client’s RTM teams struggled to answer critical growth questions:
Where should distribution coverage expand next?
Which districts contain the highest-value new outlets?
How should distributor territories and sales routes evolve to capture market potential?
Key challenges
Uneven outlet coverage across regions
Limited visibility into uncovered stores and emerging retail clusters
Difficulty prioritizing high-potential districts for expansion
Manual processes slowing territory planning and distributor alignment
Limited geospatial insights to guide field execution
The solution
AI-powered market coverage intelligence
AI-driven route-to-market optimization
High-potential whitespace opportunity identification
District-level coverage performance insights
Coverage versus throughput analysis
Data-driven territory prioritization decisions
Geospatial execution and field enablement
Covered versus uncovered outlet mapping
Field-ready execution outputs generation
Secure role-based data access controls
1
Data foundation and coverage intelligence
Integrated retail outlet coverage datasets
Established district-level performance KPIs
Unified route-to-market analytics layer
2
AI modeling and geospatial analytics
Applied AI-based lookalike modeling
Developed whitespace opportunity identification grids
Built coverage versus throughput matrices
3
Field deployment and adoption
Delivered intuitive analytics dashboards
Enabled field-ready execution outputs
Implemented secure multi-market access controls
Smarter distribution expansion
AI-driven identification of high-value retail outlets
Improved market penetration analytics
Improved territory planning
Faster AI-powered sales territory optimization
Better alignment of distributor coverage with demand
Enterprise adoption
Scalable deployment across multiple markets
Strong user adoption across sales and commercial teams
Program scale
$1M+ cumulative program value delivered
7+ markets global deployment coverage
Multi-year scalable RTM transformation program
Capability enhancement
Advance AI-driven coverage intelligence capabilities
Enhance geospatial analytics and modeling
Strengthen predictive market potential insights
Market expansion
Scale across Africa emerging markets
Expand into high-growth regions globally
Accelerate new market entry strategies
Execution excellence
Improve field sales execution efficiency
Enable real-time decision-making capabilities
Drive continuous RTM performance optimization
