Wednesday, January 29th, 2014

StayinFront EdgeCG®, the on-demand sales force automation solution for the consumer goods industry, has been selected by L’Oréal Australia Pty Ltd to provide a single view of its business and enable better management of all merchandisers across L’Oreal’s Consumer and Pharmacy Divisions.

The Melbourne-based sales and marketing operation of the globally recognised cosmetics manufacturer identified that increased visibility for managers into the activities of their field reps and the effective implementation of priorities for in-store visits were key to its uptake of the latest StayinFront offering.

L’Oréal’s Consumer Division merchandisers are responsible for the national placement of L’Oréal products, such as L’Oréal of Paris, Garnier and Maybelline, through retail grocery, discount and pharmaceutical chains including Coles, Woolworths and Priceline. By being able to prioritise in-store activities of all reps, L’Oréal will maximise the value from the time spent with each customer.

Paul Steer, National Operations Manager – Consumer Products Division, L’Oréal Australia, said: “With StayinFront EdgeCG’s integrated mapping, L’Oréal managers will have new levels of visibility into merchandisers’ sales territories, their workloads and achievements. They’ll be able to ensure promotional plans and priorities are effectively implemented in the field.”

L'Oréal’s Consumer Division first selected StayinFront in 2011 in a strategic shift to gain efficiencies from field force automation for its 110 retail merchandisers. Following a comprehensive review of its future requirements and an extensive market analysis, L'Oréal has again established that StayinFront is the best fit to provide the full breadth of functionality it needs.

L’Oréal’s current users are migrating to StayinFront’s latest on-demand offering StayinFront TouchCG® on newly introduced iPads, while the 25 reps in the Pharmacy Division will be introduced to StayinFront in phase two. In expanding the rollout to a second division, L’Oréal will realise the productivity gains and economies of scale from a single SaaS solution.

“From our testing of available offerings, we have reaffirmed that StayinFront will give us the most effective, single view of our business and allow us to better manage and support all our reps,” Steer said. “We will have flexibility in how and when we use the functionality available to all our teams and managers across Australia.”  

Kerrie-Anne Turner, StayinFront’s APAC Vice President and Managing Director Australia, said: “In its drive to out-perform in Australia’s competitive FMCG sector, L’Oréal undertook to find the best available solution to support its field reps from a single, on-demand system. We are delighted that StayinFront has proven to be that solution.”


About L’Oréal Australia Pty Ltd –

L'Oréal, the world leader in cosmetics, is synonymous with beauty, innovation and excellence in more than 130 countries. Based in Melbourne, Victoria, the Australian operation is a wholly owned subsidiary of L'Oréal in Paris, France.

L'Oréal develops and manufactures hair care, hair colour, skincare, colour cosmetics and fragrances. L'Oréal products are available in all retail distribution channels including supermarkets and department stores, pharmacies and hairdressing salons.

For further information please contact:

Kerrie-Anne Turner                             StayinFront                              02 9900 1122

Shuna Boyd                                         BoydPR                                    02 9418 8100



Note to editors: Copyright 2014. StayinFront is a registered trademark of StayinFront, Inc. All other trademarks are owned by their respective companies. Protected by International Copyright Law.




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StayinFront is a global provider of the world's most innovative customer relationship management solutions. From on-demand and on-premise CRM to mobile CRM access in the field using Androids, iPhones and iPads, its ground-breaking software offers rich functionality, fast deployment and easy-to-use tools that increase sales force effectiveness. StayinFront has been selected as a strategic partner by many of the world’s top life sciences, consumer goods and business-to-business companies, improving efficiencies in over 65 countries and more than 25 languages. Headquartered in Fairfield, NJ, USA, StayinFront has offices in the United Kingdom, Ireland, India, Australia, Singapore and New Zealand. For more information, visit or log on to our blog at
Shuna Boyd
P: 02 9418 8100
M: 0419 415 301


StayinFront, FMCG, CRM, L'Oreal, sales force automation




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