Best Route Planning Apps for Sales Reps in 2026
Route planning in FMCG is not just about shortest paths. The best tools help reps hit productive stores, reduce missed visits, and still capture order and compliance data in low-connectivity conditions.
Fast Pick by Use Case
- Map-first individual rep workflows:
Badger Maps,RepMove - Team management + field activity visibility:
SPOTIO - Route + order-taking in one app:
Skynamo - Enterprise FMCG coverage optimization:
FieldAssist
Comparison Snapshot (Route + Field Reality)
| Tool | Rating | Price | Route optimization | Offline capability | Territory mapping | Order capture | GPS activity tracking |
|---|---|---|---|---|---|---|---|
LemmonadeOur Pick | 4.8 | Contact for current pricing | |||||
Badger Maps | 4.7 | $58-$95/user/mo | |||||
SPOTIO | 4.5 | From $79/user/mo | |||||
RepMove | 4.9 | $49-$65/user/mo | |||||
SkynamoOur Pick | 4.5 | From $39/user/mo | |||||
FieldAssist | 4.5 | Custom enterprise pricing |
What Actually Moves the Needle
Most teams track route software on distance saved alone. Better indicators:
- Visit productivity: productive calls per rep per day
- Coverage consistency: planned vs completed outlet visits
- Store quality mix: % of visits to A/B priority outlets
- Time recaptured: non-selling travel hours reduced per week
If your platform does not improve at least two of these by week six, the issue is usually workflow design, not map quality.
Implementation Notes for FMCG Teams
- Start with realistic service frequencies by outlet tier (A, B, C).
- Lock visit duration assumptions before route generation.
- Keep territory boundaries stable for at least one sprint.
- Run weekly exceptions: missed visits, low-yield calls, out-of-route stops.
- Pair route plans with in-visit objectives (order, display, audit, next action).
Related Reading
FAQ
Disclosure
This site is created and maintained by the team at Lemmonade, an FMCG field sales CRM. We believe in transparency: when we recommend Lemmonade, we explain why. When another tool is better for a specific use case, we say that too.
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