Mobec doubled campaign sales with Telema Visibility
Sep 29, 2025
Mobec doubled campaign sales with Telema Visibility
The biggest risk in supply chains is empty shelves. Campaign products often generate demand far beyond what retail chains’ automated ordering systems can predict. When products run out, sales are lost, displays sit empty, and marketing investments are undermined.
To avoid exactly this situation, Mobec decided to try Telema Visibility. Mobec is one of Estonia’s leading distributors of food and everyday goods, and the official Baltic partner for international brands like Kinder, Raffaello, Nutella, Ferrero Rocher, Dove, Rexona, Domestos, Knorr, Lipton, Toffifee, and Merci.
Challenge: Lack of Visibility and Empty Shelves
Before using Visibility, Mobec only saw store orders. From those, it was possible to estimate retail sales — but never to see the real picture of consumer demand.
This was especially problematic during campaigns, when speed of reaction is critical. The faster the feedback, the faster additional stock can be shipped:
“We could see what stores ordered, but not how products were actually moving on the shelf or how much was left. We lacked the data for quick decisions and timely action,” explains Bruno Isand, Mobec’s Sales Director. “And when products run out, both the store and we lose revenue.”
Solution: Real-Time Insight
With Telema Visibility, stores share their daily sales and stock data directly with suppliers. For Mobec, this changed everything — real-time insights enabled proactive response.
Shared data immediately highlighted which stores were selling through stock fastest and at risk of running out. In several campaigns, it became clear that without intervention, products would have sold out long before the campaign ended. Thanks to Visibility, Mobec’s sales reps could recommend additional orders just in time, ensuring that campaign items stayed on shelves.
“The first wow-moment was seeing, store by store, where stock was already too low. With a single report, we could significantly impact weekly sales,” recalls Bruno.
Results: Double Sales, Fewer Stockouts
While in normal times forecasted quantities might suffice, today’s shifting market dynamics bring more anomalies — cases where demand is far higher than expected. Retail chains also tend to be cautious, ordering smaller safety stocks.
Telema Visibility helped Mobec avoid stockouts and lost revenue during campaigns. In some campaigns, sales grew by 20–50%, and in a few cases by as much as 100%.
“For some campaign products, half of the sales would have been lost without timely reaction. Thanks to data, we secured those sales,” Bruno explains. “The system also prevents costly display errors — no more empty promotional shelves.”
Stronger Sales Reps, Trusted Advice
Today, Visibility is part of Mobec’s daily routine. Just five minutes of reviewing reports each morning ensures campaigns are on track — or signals where action is needed.
“Every morning I check campaign product movement. That way I can react immediately, not when it’s already too late,” says Anneli Sülla, Mobec’s Sales Manager.
The data is also shared with Mobec’s field sales team, strengthening their role in advising retailers:
“During campaigns, I pull sales and stock data store by store and send it to our sales reps. This helps them make sure shelves don’t run empty,” Anneli notes.
“Data creates trust. When reps have real numbers, they can prove to retailers that stock levels are too low and extra orders are needed,” adds Bruno.
Conclusion: Visibility as the Key to Success
For Mobec, the greatest value of Telema Visibility lies in the speed and accuracy of the data. Currently used with Selver, the next goal is to extend visibility to other retail chains as well.
“Real-time information makes cooperation far more effective. At the end of the day, we all face the same challenges — so it makes sense to solve them together across the whole supply chain,” emphasizes Bruno Isand.
Mobec’s experience shows that sharing real-time sales and stock data helps prevent empty shelves, grow sales, and strengthen retailer partnerships. Telema Visibility has become their everyday tool for turning campaigns into real success stories.