Trazzo for Consumer GoodsTrazzo for Consumer Goods:delivery routes with HORECA windows and digital POD
The bar opens at 11 AM and the truck shows up at noon: that delivery is already lost. Trazzo builds delivery routes around the windows that matter (HORECA before 10 AM, supermarkets by receiving hours), protects the cold chain and closes every stop with digital proof of delivery and a photo of the display.
How do you optimize delivery routes in Consumer Goods?
You optimize Consumer Goods delivery routes by connecting an AI routing engine to the confirmed orders in the ERP: the engine generates route sheets automatically, respecting the critical time windows (HORECA before 10 AM, supermarkets by their receiving hours), each vehicle's capacity (weight, volume, refrigeration) and the VIP customers that can't be left out of stock. Then it executes: an app for the driver, a live control tower, a tracking link for the point of sale and digital POD with a photo of the product or of the display set up, signature and geolocation.
In CPG delivery the alternative is well known: fixed routes where the driver decides the order of stops, restaurants that open with no stock, returns of expired product at low-turnover customers and a dispatcher who spends hours building spreadsheets. Trazzo, the last-mile agent in the Vantegrate Suite, turns that delivery into a planned, visible and verified process, with the same owned or outsourced fleet as always.
The full picture of the sector (the five agents applied to distributors, manufacturers and CPG brands) is on the Consumer Goods page.
The pain points of CPG delivery
We gathered them in dozens of conversations with sales managers, trade marketing leads and CEOs at Consumer Goods and distribution companies.
Fixed routes, and the driver decides the order
The dispatcher spends hours building routes in a spreadsheet and, out on the street, the driver ends up choosing the order of stops. The route is the same one from five years ago, no matter what happens.
The restaurant opens at 11 AM with no stock
HORECA needs the goods before the kitchen opens. When the truck arrives late, the bar improvises with another supplier and the day's coverage drops without anyone recording it.
Returns of expired product
With fresh and chilled products, low-turnover customers return expired goods and the cold chain breaks with no evidence. Every return is margin thrown away and another argument with the channel.
Tracking calls and disputes with no proof
The call center spends its day answering where's my order? and delivery disputes are lost for lack of POD. A paper delivery note doesn't defend the operation to anyone.
How Trazzo solves it in Consumer Goods
The agent's capabilities, mapped to the vertical's pain points: each one runs on your orders, your fleet and your real windows, not on inherited routes.
Windows
Critical windows respected
Generates routes automatically, respecting HORECA before 10 AM, supermarkets by their receiving hours and the VIP customers that can't run out of stock. The window rules, not habit.
Fresh products
Cold chain protected on the route
Respects the maximum time out of refrigeration, assigns cold orders to refrigerated vehicles and monitors temperature through telematics sensors, with auditable evidence for SENASA, ANVISA, INVIMA or COFEPRIS (the food safety regulators of Argentina, Brazil, Colombia and Mexico).
Disputes
POD with a photo of the display set up
A photo of the product delivered or of the display set up at the point of sale, the recipient's signature and geolocation: the proof that ends disputes, speeds up invoicing and shows trade how the shelf ended up.
Calls
Live tracking and proactive alerts
The customer gets a live tracking link and stops calling the call center; the control tower spots delays before the point of sale notices them and warns it first.
Spreadsheet
Planning in minutes, not hours
The day's routes generate themselves, taking into account weight, volume and capacity per truck. The dispatcher goes from building spreadsheets to supervising exceptions with live data.
After hours
From the late-night order to the next day's route
The bar orders on WhatsApp at 11 PM, Sellium enters it in the ERP and Trazzo assigns it to the next day's optimized route, respecting its window. Delivery and sales speak the same language.
A delivery day at a beverage distributor
The full flow for the sector's typical operation: a distributor running 35 trucks for 1,200 customers across bars, kiosks, mom-and-pop stores and supermarkets.
10:58 PM
The bar orders on WhatsApp
The manager puts the order together at closing time. Sellium takes it, validates stock and price list, and leaves it entered in the ERP: the late-night window of the food service channel stops being lost sales.
4:30 AM
Trazzo builds the day's routes
Confirmed orders come down from the ERP and the engine generates the 35 routes in minutes, respecting HORECA windows, refrigeration and VIP customers. The dispatcher reviews exceptions, not spreadsheets.
6:10 AM
The trucks leave with the route in the app
Each driver sees their stops, navigation and paperwork. Refrigerated orders travel only in vehicles with a refrigeration unit, with temperature monitored along the route.
9:35 AM
The bar receives before opening
The delivery lands inside the HORECA window and closes with digital POD and a photo of the display set up. The customer signed on screen; invoicing doesn't wait for any paper.
12:20 PM
A delay gets detected on its own
The control tower sees that a route is running behind and warns the point of sale before it calls. The proactive alert replaces the complaint; the call center never even hears about it.
6:30 PM
The PODs close the day
Every stop was verified with a photo, signature and geolocation. Invoicing goes out with evidence and Revio triggers the post-delivery survey to catch problems before silent churn.
The day's coverage was met with the same vehicles, fresh products arrived with the cold chain intact and delivery disputes get answered with digital evidence. Delivery that depended on the driver's memory became planned, visible and verified end to end.
CPG delivery, by the numbers
What the industry has measured on route optimization and retail requirements: public benchmarks, not promises of ours.
98%
OTIF that Walmart requires from its suppliers, with a penalty of 3% of COGS for falling short
Source: Red Stag; FourKites
~25%
Reduction in delivery costs that effective route optimization can achieve
Source: Routific; Solera
~98%
Open rate of WhatsApp messages, the channel for tracking and delivery notices to the point of sale
Source: WhatsApp Business blog (2025)
Public benchmarks for the sector, not our own results: every Trazzo implementation is measured against a baseline agreed with the customer (effective coverage, cost per delivery, returns from expired product, tracking calls).
Secure AI agents that work with your data
Trazzo handles orders, point-of-sale addresses and proof of delivery: channel data no CISO hands over lightly. That's why it runs 100% on Salesforce and Oracle Cloud Infrastructure, with those platforms' SOC 2 Type II and ISO 27001 certifications and the permissions you define. We don't claim anyone else's certifications: Vantegrate enables, the customer operates and certifies.
Frequently asked questions about Trazzo for Consumer Goods
Does Trazzo respect HORECA and supermarket windows?
Does Trazzo respect HORECA and supermarket windows?
Yes, and it's rule number one of CPG routing: HORECA before 10 AM, supermarkets by their receiving hours and VIP customers that can't run out of stock are loaded as windows the engine can't violate. When something unexpected forces a mid-day re-optimization, those windows are protected first: the bar that opens at 11 AM gets its delivery before opening, not whenever its turn comes up on the fixed route.
How does it reduce returns of expired product?
How does it reduce returns of expired product?
By going after both causes: routing respects the maximum time out of refrigeration and assigns fresh products to refrigerated vehicles with temperature monitored by sensors, and the digital POD records the product's condition at delivery with a photo and a timestamp. With that evidence, the operation spots where turnover breaks down (which customers, which SKUs, which routes) instead of absorbing the return as an unavoidable cost.
What does digital POD include in a Consumer Goods delivery?
What does digital POD include in a Consumer Goods delivery?
A photo of the product delivered or of the display set up at the point of sale, the recipient's signature, geolocation and timestamp, in a single record. That ends disputes over unacknowledged deliveries, speeds up invoicing (no waiting for the next day's paperwork) and gives trade marketing visual evidence of shelf execution, something a paper delivery note could never show.
Does it integrate with orders that come in on WhatsApp?
Does it integrate with orders that come in on WhatsApp?
Yes, end to end: Sellium takes the kiosk's or the bar's order on WhatsApp at any hour, validates it and enters it in the ERP, and Trazzo assigns it to the next day's optimized route respecting its window, with a tracking link and digital POD at the end. Then Revio triggers the post-delivery survey. The full cycle, from the late-night inquiry to the verified delivery, happens without the admin team stepping in.
Tomorrow's deliveries can plan themselves
Tell us how you build your routes and which windows you can't miss, and we'll show you how Trazzo would plan them with your real fleet. A 30-minute conversation, no commitment.
Francisco Morales, co-founder, takes your call. We reply on WhatsApp within 4 business hours, no strings attached.
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