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Strengthening Ties With Retailers/Influencers To Improve Incrementals Sales

The client is amongst the leading sports and casual footwear manufacturers in South-East Asia. The company has three captive manufacturing plants, with aggregated production capacity of 15 million products annually. Low engagement with retailers was creating hurdles in tracking Trade Promotion effectiveness.

“The client is amongst the leading sports and casual footwear manufacturers in South-East Asia. The company has three captive manufacturing plants, with an aggregated production capacity of 15 million products annually. Low engagement with retailers was creating hurdles in tracking Trade Promotion effectiveness. The brand was looking out for solutions that would help strengthen ties with its retailers and influencers, and also tackle competition from local brands and drive incremental sales.

O4S suggested the client to implement Gynger to build a direct connection with retailers and engage with sales representatives who are influencers at a footwear store. Gynger facilitated direct engagement with Retailers to drive incremental sales and improve trade promotion effectiveness by using real-time insights. Retailers are rewarded specific points on every successful QR code scan (available on the shoebox or carton). The entire reward gain and redemption process is performed digitally reducing reliance on middlemen (distributor). While the influencer program tapped into the network of sales reps working in Multi-Brand Retail Outlets. For every sale, the sales rep would claim a reward coupon included within the Shoebox. He would scan the QR code and claim rewards on achieving his target.

With the help of Gynger, the client has established a direct connection with more than 20,000 retailers along with active engagement with over 60,000 sales representatives. So far, 8 Lakh sales partners’ interactions were recorded in the system. Besides, retailer/salesmen TPO efficiency increased by approx. 40%.”