My name is Sergey Fokin. I joined Hill’s in 2011, when I was tasked with setting up and building sales teams across different territories and making sure they operated effectively. Over the years, my responsibilities gradually expanded until I was managing the entire direct sales system and relationships with several channels, from key accounts (KA) to traditional retail and the veterinary channel.

Around 2014, we began considering an automated reporting system. At that point, we already had an extensive reporting framework, but it did not allow us to draw comprehensive conclusions or analyze data in a consistent format. Reports from sales representatives and supervisors were often fragmented, and some data was collected manually, making decisions more difficult.

This was the main reason we began looking for a reliable solution that could bring information together, improve transparency, and give us greater control over field operations.

Our reporting automation project launched around 2016, and the system evolved considerably over time. We started with traditional retail, then added key accounts and the veterinary channel. This gave us a unified database and timely, highly detailed reporting. An important feature was the introduction of cover-sheet reports to replace outdated spreadsheets. The new system enabled us to process data more accurately and quickly. That was essential for every level of the business, from frontline sales representatives to senior management.

Around 2020, we took another step by introducing a module for managers to improve oversight and the quality of fieldwork. Managers needed not only to validate information submitted by employees, but also to oversee training, assign follow-up tasks after audits, and track completion. The system became more than a source of data: it became a tool for improving field execution through report validation, photo and geolocation analysis, and ongoing employee development.

One of the most significant business benefits of implementing the system was savings of up to 30% on promotional investments, thanks to the ability to change campaign mechanics quickly and manage their execution. We could also finally assess distribution coverage and on-shelf product presentation objectively, particularly in remote regions.

Automation also allowed us to integrate reports from several systems into one, significantly simplifying and speeding up the analysis process.

My experience working with the Automatica team was entirely positive. The engineers’ expertise and responsiveness made it possible to find solutions quickly and adapt the system as our needs evolved. The ability to test functionality promptly was particularly helpful: we could see results right away and make adjustments as needed. I believe the team’s experience, understanding of our requirements, and quick response to requests greatly accelerated implementation and made the system as effective and convenient as possible for users at every level.