Case Study: Wood Fruitticher achieves higher field sales productivity and improved customer service with Claris

Feeding field salesforce productivity with a custom FileMaker app

Wood Fruitticher, a large foodservice distributor operating in seven states with 80 field salespeople and over 8,000 products, struggled with fragmented ordering and communications: sales reps could not see all daily orders in one place, updates arrived by email or phone, inventory visibility was poor, and managers lacked dynamic performance reporting. Reliance on laptops, PDFs, spreadsheets and a separate web portal made order coordination slow, error-prone and frustrating for field staff.

They built SalesPal, a custom FileMaker iPhone/iPad app integrated with the company ERP, to consolidate orders, real-time stock status and company forms, enable on-the-fly order edits and follow-up reminders, and provide managers with up-to-date sales, profit and commission dashboards. The result: faster in-house development and strong ROI, markedly improved sales productivity and customer satisfaction, instant management visibility (including a “Missing Orders” feature), reduced calls and paperwork, and higher morale and efficiency across the field force.

Wood Fruitticher

Martin Clapp

Developer