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FMCG
FMCG distribution platform

Built for the speed of FMCG.

Move faster. Sell smarter. Protect margin.

Connect demand, inventory, route sales, trade promotions, distribution and finance in one platform — with expiry, trade spend and channel margin under control.

Outlets served
3,180
Visit compliance 94%
Trade spend
6.8%
of gross sales
Expiry exposure
AED 412k
−54% since go-live
The FMCG cycle

Volume is easy. Margin is the problem.

Demand, stock, route sales, promotions and collection run on one clock — so trade spend is reconciled against the sales it actually produced.

SupplySalesCommercial
01
Demand
Forecast by SKU and channel
02
Supply
Purchase or production plan
03
Inventory
Batch, expiry, FEFO
04
Route plan
Territory and journey plan
05
Outlet visit
Order, merchandise, collect
06
Promotion
Applied at order, not later
07
Delivery
Load, deliver, POD, returns
08
Collection
Cash, credit, ageing
09
Settlement
Rebates and claims
10
Margin
Net by channel and SKU
FinanceInventoryProcurementFleetHR & payrollMulti-company
Outlet 360

Every outlet. One complete relationship.

What the outlet buys, what it owes, what it was promised and what it actually returns — the view a sales manager needs before authorising the next promotion.

Outlet
Supermarket · general trade
OUT-2026-04412 · ROUTE 14
Net margin16.2%
Channel
General trade
Territory 4 · Route 14
Sales MTD
AED 41,200
+8% vs. last month
Gross margin
22.4%
Before trade spend
Trade spend
AED 2,560
6.2% of sales
Net margin
16.2%
Channel average 15.1%
Active promotions
3 running
1 ends this week
Visit compliance
94% on plan
Last visit 2 days ago
Order frequency
Weekly
Average basket AED 3,400
SKUs listed
64 of 118
Distribution gap: 12 SKUs
Credit limit
AED 60,000
Utilised 71%
Receivable
AED 42,800
6 days overdue
Collection
Cash on delivery
2 cheques pending
Returns
1.8% of sales
Mostly near-expiry
Short-dated stock
4 SKUs flagged
Rotation instruction sent
Merchandising
Planogram 82%
Photo captured on visit
Rep
Pre-sales · Route 14
Target 96% achieved
The FMCG platform

Capabilities, grouped the way an FMCG business runs.

Four domains, each opening onto a dedicated page with its own workflow, capabilities and connected modules.

Trade promotions

Reconcile trade spend against the sales it produced.

Campaigns, mechanics, eligible customer groups and periods defined once — applied automatically at order entry and settled against the actual uplift.

01
Campaign
Objective, period, budget and eligible channels.
02
Mechanic
Discount, buy X get Y, free goods or rebate.
03
Eligibility
Customer groups, SKUs and minimum quantities.
04
Application
Applied at order entry, on the van or in the office.
05
Accrual
Spend accrued per invoice, not at period end.
06
Settlement
Rebates and claims settled against measured uplift.
DiscountBuy X get YFree goodsVolume rebateListing feesDisplay allowanceChannel-specific offersPeriod and budget controlPromotion ROIClaim settlement
Route sales on mobile

The visit is where the business happens.

Journey plans, outlet visits, order taking, van stock, collection and merchandising captured on the rep's phone — with the order priced, promoted and credit-checked before they leave the outlet.

01Journey plan — today's outlets, sequenced and geofenced
02Visit — check-in, stock check, planogram photo
03Order — priced, promoted and credit-checked on the spot
04Collection — cash or cheque recorded with a receipt
05Van stock — van sales reconciled at end of route
Pre-sales & van salesJourney plan complianceGeofenced check-inOrder taking offlineLive credit checkPromotion applied at orderCash & cheque collectionPlanogram photosCompetitor captureArabic & English
Operations and finance

One platform. Operations feed finance directly.

Sales, stock, promotions and collection feed financial data directly — so net margin by channel and SKU is a live number, not a quarterly study.

01

Commercial

Customer and channel masterChannel pricingTrade promotionsRebates and claimsRoute and territoryRep targets
02

Supply chain

Demand forecastPurchase and productionBatch and expiryMulti-warehouse and van stockDelivery planningReturns and recall
03

Financial

Invoicing and credit notesCredit limits and holdCollection and ageingTrade spend accrualChannel and SKU marginTerritory profitability

Volume without margin is just logistics. Promotions, expiry and credit are the three places FMCG margin disappears — and all three are decided at the moment of the order, not at month-end.

Real-time management

The management view.

3,180
Outlets served
Visit compliance 94%
6.8%
Trade spend as % of sales
Budget 7.5%
−54%
Expiry write-off exposure
FEFO enforced at pick
+9 pts
Line fill rate
From 84%
1.8%
Returns as % of sales
From 4.1%
+12%
Outlets per rep per day
Journey plan optimised
34 days
Average collection period
−11 days
16.2%
Net margin after trade spend
Two channels below target
Role view
Sales manager
Sales vs. targetRep productivityVisit complianceDistribution gapsOrder frequencyChannel performancePromotion uptake
Role view
Commercial manager
Trade spend by channelPromotion ROISKU velocityNet margin by channelPrice complianceRebate exposure
Role view
Supply chain
Stock ageingExpiry exposureDays of coverForecast accuracyFill rateVan stock variance
Who it is for

Built for operators like these.

ManufacturersProduction, trade spend and channel margin.
National distributorsMulti-brand portfolios across channels.
Regional distributorsTerritory coverage and route economics.
Importers & agentsLanded cost and principal reporting.
Van sales operationsVan stock, cash sales and reconciliation.
Pre-sales operationsOrder taking then next-day delivery.
Modern trade suppliersListing fees, claims and planograms.
HORECA suppliersContract pricing and scheduled delivery.
Wholesale operationsVolume pricing and credit control.
Personal care & householdLong shelf life, high promotion intensity.
Technology foundation

Built on Odoo. Extended for the sector.

The FMCG platform is built on Odoo's enterprise foundation and extended by Al Jawad for route sales, trade promotions, expiry control and channel profitability.

FMCG is the product. Odoo is the foundation it stands on — which is why finance, procurement, inventory and payroll are already part of the same system.

Al Jawad
Sector platform
Channel pricingTrade promotionsRoute to marketVan & pre-salesExpiry & FEFODemand planningDistributionCredit & collectionChannel analytics
Odoo
Enterprise foundation
CRMAccountingInventoryPurchaseHRProjectsDocumentsApprovalsStudio
Book a demo

Control volume without losing margin.

One connected platform for demand, route sales, promotions, distribution and finance. Start with a demonstration on one of your own territories.

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Start a conversation.

Start a conversation.

Choose the one that fits where you are. None of them is a sales call. Each is an advisory conversation calibrated to a specific question.

60 minutesExecutive briefingFor a CEO, COO or CFO deciding whether the question is worth pursuing.Begin →
Two weeks, on siteTransformation assessmentFor an organisation that knows something is wrong and wants it named precisely.Begin →
One weekERP readiness assessmentFor a board or sponsor about to approve an ERP investment.Begin →