Barilla: Winning at point of sale with Retail Execution
From 50+ legacy tools to one platform: How Barilla unified multi-market retail execution
Barilla transformed a fragmented field sales landscape into a unified retail execution model. By replacing more than 50 disconnected applications across European markets with XTEL’s platform, the organization established shared KPIs and real-time in-store visibility while preserving local market flexibility.
50+
Legacy field sales tools replaced across markets
~20%
estimated Retail Execution licence cost reduction
10+
direct-sales markets in scope (Europe-first)
30-second snapshot
Challenge
Fragmented local tools
Field sales teams across European markets used more than 50 disconnected applications with no common KPIs and heavy reliance on manual spreadsheets.
Transformation
Unified global playbook
Introduced one global retail execution model on the XTEL platform that connected field sales, data, and performance management.
Business outcome
Connected cross-market execution
Teams now work from shared processes, common KPIs, and unified reporting standards, enabling real-time visibility and cost reductions.
Business impact
Operational outcome
- Teams work from one platform instead of managing more than 50 disconnected applications
- Real-time reporting replaced manual Excel consolidation
- Less time is spent consolidating data and more time is spent improving execution in store
Organizational impact
- Established a shared KPI language across European direct-sales markets
- Global consistency was achieved without removing local ownership
- Successful approaches can be shared and replicated more easily
Strategic impact
- New commercial capabilities can be rolled out globally without redesigning processes market by market
- Future extensions into TPM, TPO and B2B commerce are now easier to deploy
- Supported by XTEL’s global template and flexible architecture, Barilla can now scale future commercial capabilities without redesigning processes market by market.
Barilla showed that cross-market consistency does not require sacrificing local flexibility. By creating a single framework rather than imposing a single way of working, the organisation made it easier to scale best practices, compare performance, and continuously improve retail execution across markets.
This case study is based on a customer webinar featuring Barilla and XTEL. Watch the webinar to hear directly from the team behind the transformation.
More on Barilla’s journey
Explore the complete transformation journey and learn more on:
- The change management framework used to turn local market skepticism into active advocacy
- Why Greece became the operational blueprint for European market deployment
- The technical architecture connecting XTEL field execution to Barilla’s Azure data lake
- Lessons learned from scaling a retail execution programme globally