Frikom is one of the largest and most successful producers and distributors of frozen food in Serbia, with a long-standing tradition and high standards of quality. As an industry leader, Frikom is known for products that are synonymous with quality, innovation, and consumer trust. Given the pace at which the market evolves, the company is keenly aware of the need to continuously optimize its business processes in order to maintain its dominant position and continue to grow.
When Frikom decided to optimize its sales routes and processes and to provide even better support to its sales team, it turned to Intelisale — the Serbian IT company recognized for its innovative omnichannel platform for optimizing sales and business processes. Through this collaboration, Frikom implemented Optimizer, an Intelisale product used to optimize employees' working time with a focus on planning field routes.
Working with Intelisale allowed us to optimize sales processes that used to take a lot of time and people. Beyond optimization, the routes have become more precise and field work more efficient. The tool has given us better ways to assess promo activities, trade marketing, and field equipment.
— Stanko Igrošanac, Director of Development and Sales, Frikom
Optimizing the sales force and routes was one of the key outcomes of this partnership. Intelisale made it possible for Frikom to precisely assess how many field people are needed and how to distribute outlets among them, down to designing optimal daily routes. The Optimizer tool provided detailed market segmentation, analyzing customers, delivery locations, sales potential, and visit frequency.
Before implementing the Intelisale solution, route planning was a long and complicated process, and mistakes were unavoidable. The whole exercise could take a couple of months, and we run it twice a year. With the Optimizer app the process has become much simpler and more efficient — we've reduced our reliance on Excel spreadsheets and cut the risk of human error at the same time.
— Stanko Igrošanac, Director of Development and Sales, Frikom
Route optimization has not only improved distribution efficiency; it has also helped Frikom plan marketing activities and resources more accurately. On the basis of the data collected and analyzed, Frikom is now able to more precisely identify and leverage the potential of specific routes and locations.
One of the key factors behind this partnership was that Intelisale genuinely understood Frikom's specifics, the industry, and the business itself. Through open, direct communication between the teams, the app was built jointly — combining Intelisale's technical expertise with Frikom's industry know-how.
What makes Intelisale stand out as a partner is their deep understanding of our business and their flexibility in adapting solutions to our needs. The entire process was characterized by open communication and a clear focus on improving our business.
— Stanko Igrošanac, Director of Development and Sales, Frikom
After implementing the Intelisale solution, Frikom achieved significant gains in efficiency. Routes have become more precise, field work easier, and processes more streamlined. Through this optimization, Frikom reduced the errors that previously came from manual planning and increased the productivity of its field teams.
Our field people immediately recognized the benefits of the new system. The reactions have been very positive — the tool lets them make decisions faster and cuts down on administrative work, which means they can spend more time with customers and on their needs.
— Stanko Igrošanac, Director of Development and Sales, Frikom
This optimization process has enabled Frikom to set new standards in the industry and further strengthen its leadership position in the frozen food market.
The partnership between Frikom and Intelisale is built on a shared commitment to growth. While Frikom optimizes its business processes and improves operational efficiency, Intelisale continuously refines its solutions in line with the specific demands and needs of the market.
What makes this partnership special is the mutual orientation toward development. Intelisale doesn't just improve our processes — they continuously shape their own development around our needs. This joint work is what keeps us ahead on the market and constantly improving.
— Stanko Igrošanac, Director of Development and Sales, Frikom
The partnership between Intelisale and Frikom shows how technology can be a key ally in building a competitive, modern business. Optimized sales routes and processes, improved efficiency and fewer errors, and the ongoing evolution of the system have allowed Frikom to strengthen its position on the market and create room for further business improvements.