Purpose: This thesis investigates how a full Business Process Management (BPM) lifecycle canimprove planogram compliance, on-shelf availability and routing efficiency in fast-movingconsumer-goods merchandising process. The study designs and evaluates a process blueprint fora rapidly-growing Southeast-Asian Supplier.

Method: A qualitative-dominant single-case study combined eight semi-structured interviews,one shadowed store visit, internal guidelines, mobile-app activity logs and one quarter of KPIdata. Tasks were modelled in BPMN; a step was tagged a bottleneck when at least two evidencestreams converged. Root-cause (5-Why) analysis and standard BPM redesign heuristics thenshaped a phased improvement roadmap.

Findings: Eight task-level bottlenecks were verified: aggregate planning, coarse visit-frequencyrules, manual routing, mid-cycle call-plan changes, duplicate or redundant photo uploads, partialphoto review and generic training. The redesign adds nightly store-level data pulls, a rules-basedvisit-frequency engine, algorithmic routing, a POSM change gate, “already-captured” phototagging, computer-vision compliance checks and error-linked merchandiser training. Projections(pre-implementation) point to higher planogram compliance and shelf availability, more dailystore calls and less non-value-adding travel.Originality: This is the first study to run the complete BPM lifecycle in a hybridhead-office/field merchandising context.

Limitations: Evidence comes from one organisation, a 3 month timeframe and a redesign thathas not yet been rolled out.Theoretical implications:The findings extend BPM theory to data-rich, high-variability serviceprocesses, demonstrating that embedding immediate control points (e.g., vision-based shelfchecks) and dynamic automation (e.g., real-time routing) is important when using BPM inhybrid office-field settings.

Managerial implications: FMCG leaders should prioritise end-to-end information flow overstandalone tech fixes. Concretely: automate nightly store-level data pulls and visit-frequencyrecalculation, deploy algorithm-driven routing, gate late POSM requests centrally, automatephoto review and link training to real-time error logs. These steps not only lift execution KPIsbut also curb carbon emissions by cutting redundant travel and waste.