BAT glo Runs Multi-Country Sales and After-Sales Operations on Salesforce
British American Tobacco — BAT — used a Salesforce-based platform to support field sales, retailer, call center, and e-commerce operations for its glo brand across Egypt, Azerbaijan, Northern Cyprus, and Algeria.
Developed by Veri Cloud, the solution brought together Sales Cloud, Service Cloud, Experience Cloud, and e-commerce capabilities within the same environment. The platform supported more than 2,500 users across BAT sales teams, retailers, and call center operations. A three-country implementation phase was completed in 3.5 months.
- 2,500+
- USERS
- 4
- COUNTRIES
- 3.5 months
- Three-Country Implementation Phase
- 3
- SALESFORCE PRODUCTS
01 / CHALLENGE
One platform for field sales, retailers, call center, and e-commerce.
BAT glo products were sold through both online channels and physical retail locations. The operation involved several user groups:
- BAT field sales teams,
- Local retailers and points of sale,
- Call center representatives,
- Consumers using the e-commerce channel.
BAT required a shared platform to support sales and after-sales processes across its operations in Egypt, Azerbaijan, Northern Cyprus, and Algeria. The solution needed to:
- Support field sales teams,
- Provide access for retailers,
- Manage call center processes,
- Operate the consumer e-commerce channel,
- Support multiple country operations on the same Salesforce environment.
02 / SOLUTION
A single Salesforce environment built around four user groups.
Veri Cloud developed a Salesforce-based solution for BAT glo's field sales, retailer, call center, and e-commerce operations. The platform used Sales Cloud, Service Cloud, Experience Cloud, and e-commerce components to address the requirements of each user group.
Field sales automation
Sales Cloud was configured as the sales automation platform used by BAT glo's field sales teams. Sales representatives managed relevant sales activities and processes through Salesforce.
Retailer operations
Local retailers and points of sale carrying glo products were included in the platform. Experience Cloud supported the user experience through which retailers accessed their sales and operational processes.
Call center and after-sales support
Service Cloud was used by call center representatives to manage after-sales processes. Call center users handled customer and after-sales requests through Salesforce.
B2C e-commerce
The consumer-facing glo e-commerce channel ran on Salesforce using the Apex E-Commerce App. The e-commerce operation was supported within the same Salesforce environment. Consumer referral mechanics, including a Bring a Friend program, were also implemented.
Multi-country deployment
The solution was used across BAT glo operations in Egypt, Azerbaijan, Northern Cyprus, and Algeria. A three-country implementation phase was completed in 3.5 months.
03 / RESULTS
What changed in the operation.
- More than 2,500 users
- The platform supported more than 2,500 users across BAT field sales teams, retailers, and call center operations.
- Field sales and retailer operations
- Sales Cloud and Experience Cloud supported the operational processes used by field sales teams and local retailers.
- Call center support
- Service Cloud was used for call center and after-sales processes.
- E-commerce on Salesforce
- The consumer e-commerce channel ran on Salesforce through the Apex E-Commerce App.
- Use across four country operations
- The solution was used in Egypt, Azerbaijan, Northern Cyprus, and Algeria.
- 3.5-month implementation phase
- A three-country implementation phase was completed in 3.5 months.
SALESFORCE PRODUCTS
CAPABILITIES
Can you manage multi-country sales and after-sales operations on one platform?
Ilkay Tuna
Business Requirement Manager, Veri Cloud