HQSOFT and Alchemy Asia have officially kicked off a project to implement a CRM/DMS solution for outlet management and field execution on the Xspire platform. Outlet data, visits, and trade marketing programs will be managed in one system connected to SAP, supporting everyone from field sales reps to the leadership team.

Alchemy Asia and the Challenge of Managing Market Data

Alchemy Asia is an independent distributor of premium beverage brands, headquartered in Ho Chi Minh City and operating across several Southeast Asian markets. It serves both the on-trade channel (bars and clubs) and the off-trade channel (wholesalers and retail stores).

With more than 1,000 outlets and over 4,000 leads, the volume of daily market information is substantial. When information is scattered across spreadsheets, messages, and individual employees’ memory, managers struggle to answer basic questions: Where are our products available? Where are the gaps? And who is actually driving results?

Kick-off Workshop: Aligning on a Shared View Before Implementation

The kick-off workshop brought together representatives from Alchemy Asia’s sales, operations, marketing, and leadership teams, alongside the HQSOFT project team. Beyond introducing the solution, both parties aligned on the target operating model, the changes each role would need to make, and how teams would work together.

For HQSOFT, a successful CRM/DMS project starts with this alignment: clean data, clear responsibilities, and user involvement from the outset.

Five Key Features of the Xspire CRM/DMS Solution for Outlet Management

Xspire is HQSOFT’s unified ERP, DMS, and SFA platform. For Alchemy Asia, HQSOFT is configuring and extending existing components to fit its specific business processes, rather than building a new system from scratch.

• One unified outlet master. Outlets and leads are consolidated, standardized, deduplicated, and tracked through conversion. Every department works from the same trusted data source
• Planned visits with verifiable evidence. Sales reps receive visit plans through the app, check in using GPS, take photos, and record results at each outlet, even in areas with low connectivity. Their work is documented, while managers can monitor progress without having to ask each rep individually.
• Transparent trade marketing programs. Each program is tracked from outlet selection and approval through execution, with supporting photos from the field. The business can see which programs actually reach outlets.
• A clear view of distribution coverage and sales performance. Dashboards on mobile devices and computers show nationwide coverage and target vs. actual performance at each organizational level. The leadership team can make decisions using updated data instead of manual reports.
• SAP integration with room to scale. SAP remains the system of record, while Xspire manages field execution. Alchemy Asia retains its existing ERP investment. When new business processes or system integrations are needed, the company can extend its existing platform.

Five Roles, One Data Source

Following the kick-off, HQSOFT will work alongside Alchemy Asia throughout implementation to help ensure the platform operates effectively and can scale with the company’s growth.

Is your business looking to standardize customer data and improve sales operations management? Schedule a discussion with an HQSOFT expert to explore how Xspire can address your business needs.