Case Study: R.J. Reynolds Tobacco Company achieves greater efficiency with Consumer Goods Technology

R.J. Reynolds Tobacco Company - Customer Case Study

R.J. Reynolds Tobacco Company (RJRT), a major US tobacco manufacturer, faced challenges in integrating processes and technology following its merger with Brown & Williamson. Its legacy, homegrown trade marketing system was inefficient, and organizational silos hindered collaboration. To address this, RJRT partnered with vendor Consumer Goods Technology (CGT) and selected CAS's demand side management tool to modernize its field operations and improve customer connection.

The CAS solution provided an intuitive, CPG-focused platform for retail execution, enabling streamlined contract management, payments, and account planning. The implementation, which emphasized extensive user training and change management, resulted in reduced administrative time for field reps, better planning and routing, and a stronger partnership between IT and the business. RJRT credits Consumer Goods Technology and CAS with providing a foundation for greater efficiency and future initiatives.

R.J. Reynolds Tobacco Company

Peter Hatch

Senior Director - Trade Marketing Applications & Processes