P&G taps O4 mobile software for retail sales force

By Giselle Abramovich

February 26, 2008

O4 develops and markets mobility and wireless software for field sales and merchandising operations

Consumer packaged goods giant Procter & Gamble Co. picked O4 Corp. for mobile technology to help its retail sales force with field sales efforts.

The O4 mobile software runs on a PDA-style device, enabling P&G retail salesmen to manage and plan visits, execute in-store audits and analyze their performance. The software also allows P&G to electronically manage and distribute field activities, accessing results in real-time.

“Our software is supporting P&G’s efforts at retail,” said Gary Goff, vice president of sales at O4, Atlanta. “It is providing mobile retail execution and powers any Windows Mobile device.

“The software and automates all the tasks and functions of a retail representative, such as price and product check,” he said. “They can also report back to the head office throughout the day and at the same time there is a desktop version for management, creating a two-way communication.”

P&G is one of the leading manufacturers of personal care items, competing with companies such as Unilever, Colgate-Palmolive Co. and Reckitt Benckiser. P&G brands include Tide, Crest, Charmin, Olay, Pringles, Pantene and Folgers.

O4 claims its software operates across multiple geographies, languages and cultures. It supports various data formats, languages and scripts such as multi-byte characters and integrates with existing systems.

While the announcement was made yesterday, P&G has been using O4’s field mobile offering since six months in markets such as Poland, Portugal, Australia and Canada. Deployments are underway in the United States, Latin America and Western Europe.

“O4 provides a … infrastructure that helps consumer product manufacturers differentiate themselves and be more effective with their merchandising efforts,” Mr. Goff said.  “The software increases productivity and reduces costs.”

P&G is always looking for solutions for its needs that would improve the company's products and services and the lives of the world's consumers, said Laurent Frampas, P&G global GBS retail solutions leader.

“We are interested in all types of high-quality, on-strategy business partners," she said. "O4 software offers flexibility and it is easy for users to learn which makes implementation faster.  We are pleased to be working with O4.”