Case Study: British American Tobacco Hungary optimises direct store delivery with Descartes

British American Tobacco Leverages Descartes to Introduce New Distribution Strategy

British American Tobacco Hungary, part of British American Tobacco, needed to replace its indirect distribution channel with a direct store delivery model serving more than 30,000 retail outlets. Facing a tight 60-day launch window, BAT Hungary turned to Descartes and its Sales & Territory Planner solution to help design new sales territories and create optimized routes for 300 distribution representatives.

Descartes implemented an automated sales and territory planning and routing solution that generated 3,000 routes within 60 days, with live routes transferred a month later. The result was a more efficient distribution operation, lower distribution costs, better responsiveness to market changes, and the ability to serve more retail outlets with fewer vehicles.

British American Tobacco Hungary

Carlos Coutinho

Trade Marketing Distribution Director