Client Conversion

Last Mile Distribution is part of the final step of the channel distribution, representing the product’s journey from the manufacturing plant to the customer. In our Last Mile Distribution projects, we focus on last-mile retail in informal markets: retail outlets located in local and traditional markets, selling products from one or multiple companies. We do this in central areas, such as major markets in Lagos, as well as in remote, rural areas that are harder to reach or serve.

After coordinating with our client on the goals and targets of the LMD project, we recruit and train market developers, who will be the agents of your brand. They will go into the informal markets to visit retail outlets that already are or will possibly carry your products. Our market developers will establish a relationship with them and bring the products directly to the outlets, therefore bridging the gap between main distributor and the downstream retail outlets.

The technology that our market developers are equipped with allows us to optimize routes and sales service coverage by creating efficient and effective routes from the distributor to the outlets. Additionally, the technology helps us keep tracks of the sales made, outlets covered, strike rate, and other relevant information that our clients would like to see, such as GPS coordinates and photographs of the outlets.

Last Mile Distribution is truly the growth phase of your market development project: the process expands market coverage of your products, raises brand awareness and will also increase demand for the products. As part of MDC Africa’s service, we provide our clients with daily and weekly reports of the project’s progress, including sales, coverage, and product mix and SKU trends in the market. These insights will facilitate product seeding, activation and promotion strategies. LMD projects therefore represent the final step in unlocking new segments of your existing or new markets.