Direct Connect Consulting rolls out Purveyance to drive independent grocery sales execution

Direct Connect Consulting, a Sydney-based sales and merchandising agency, has rolled out Purveyance — field sales execution software purpose-built for FMCG — to manage their field team operations across Australia’s independent grocery market.

Who is Direct Connect Consulting?

Direct Connect is a specialist sales representation and merchandising agency. Their model is straightforward: they take on supplier brands — emerging or established — and get those products onto shelves in the channels that matter. Their retail footprint covers IGA, Friendly Grocers, FoodWorks, service stations, bakeries, and cafes, with a field team spread across multiple Australian states.

The team includes seasoned industry professionals — National Sales Manager Wayne brings 37 years of retail industry experience, including leading sales teams of more than 200 people. Operations Manager Adrian and Director David combine deep backgrounds in business development and client relationship management. On the ground, reps like Carlo (covering the ACT, with a background across multiple Metcash departments) and merchandiser Courtney bring hands-on retail expertise that’s hard to replicate.

Their supplier portfolio spans a range of FMCG brands — from snack foods and confectionery to honey, coffee, and specialty grocery lines. With that portfolio growing, so was the complexity of managing daily field activity.

The challenge: managing field sales across a growing operation

Running a field sales and merchandising agency means coordinating a lot of moving parts. Rep call plans, in-store display standards, order capture, supplier reporting, invoice management — all of it has to run smoothly for the agency model to work. When a rep visits a store, they need the right information in front of them: what to sell, what to check, what to reorder, and what to report back.

Without purpose-built tools, that coordination typically defaults to spreadsheets, phone calls, and disconnected apps. It works — until it doesn’t. As Direct Connect’s supplier portfolio and store footprint expanded, the gap between what their team needed and what their tools could provide widened.

Purpose-built field sales execution software

Purveyance was built specifically for the demands of FMCG field sales — not adapted from a generic CRM. As field sales execution software designed from the ground up for FMCG, it reflects how independent grocery actually operates rather than forcing teams to work around limitations built for other industries. The platform’s structured Customer, Product and Territory hierarchies reflect how independent grocery actually operates: Channel → National Banner → Key Account → Store, with call frequency, territory management, and reporting class built in.

For an agency like Direct Connect — managing multiple suppliers across multiple channels and store types — that structure matters. A flat “Segments” approach doesn’t capture the difference between an IGA in suburban Sydney, a convenience store at a service station, and a specialty food market. Purveyance does.

With the platform now live, the Direct Connect field team manages their full working day in one place: call planning, in-store execution, order capture, and merchandising compliance. Management has real-time visibility across the team — daily activity reports, planned vs. actual call tracking, and live Power BI dashboards — without waiting for end-of-day updates or manually collating rep reports.

Joining a proven network

Direct Connect Consulting joins a growing list of FMCG companies across Australia, New Zealand, the UK, Southeast Asia, and Canada that rely on Purveyance to drive sales execution across their field teams — including Griffin’s Food Company, Auslink Foods, Snack Brands, and Bega.

We’re proud to support the Direct Connect team as they continue to grow their supplier portfolio and retail footprint.

Purveyance is a Sales Execution platform purpose-built for FMCG and Pharmaceutical companies. To find out what it could do for your field team, visit purveyance.com.au.