Driving Demand and Data Collection using Customer Loyalty platform for Deepak Fertilisers and Petrochemicals Corporation Limited (DFPCL)

Introduction

Deepak Fertilisers is a leading player in the agricultural industry, specialising in producing and distributing high-quality chemicals. With a commitment to sustainable farming practices and customer satisfaction, Deepak Fertilisers sought to optimise their operations, improve offtake, and enhance customer loyalty.

Challenges

Limited Visibility: The company lacked real-time insights into dealer preferences, purchase behaviour, and product performance hampering its ability to tailor offerings and optimise marketing strategies.
Customer Retention: Deepak Fertilisers aimed to cultivate customer loyalty and foster enduring relationships with dealers, ensuring repeat business and advocacy for their brand.
Operational Efficiency: Streamlining operations across multiple locations and managing a vast network of dealers and distributors proved complex, requiring an effective channel management solution.
Timely Engagement: Engaging farmers and delivering personalized experiences at scale while providing timely support and product information posed a significant challenge.

Solution

Deepak Fertilisers partnered with O4S, leveraging their expertise in loyalty program management and channel optimization to overcome these challenges. The following solutions were implemented:

Transitioning from coupons to dynamic QR codes on product packaging.
Monitoring sales through QR code scanning by retailers.
Tailoers loyalty program, to engage with deals, collect valuable data, and incentivise desired behaviours.
Boosting app engagement through gamification of reward points.
Devising adaptable incentive schemes based on geography, SKUs, and other essential factors.
Facilitating seamless redemption options via integration with regional redemption partners.
Implementation of performance analytics for actionable insights, enabling informed decisions.
Implementing zonal or regional controls for business teams to manage local schemes.
Providing real-time scan logs and data analysis dashboards for adjusting schemes dynamically.

Benefits

Efficient Channel Partner Management – Smooth onboarding, registration, and participation processes led to smooth data collection and consolidation of data from various sources.
Efficient Rewards Calculations and Tracking – Ensuring proper tracking and calculation of incentives for accurate reward distribution.
Meaningful Incentive Schemes – Business teams could fine-tune schemes based on regional needs and preferences.
Streamlined Redemption Process – Integrations with regional redemption partners like Amazon, Flipkart, and Bata and direct-to-bank and UPI integrations for cash rewards.
Heightened Engagement – A multilingual app, notifications, and SMS messaging increased awareness and participation among partners.
Optimized Operational Efficiency – Automated processes alleviated the administrative workload on Channel Management Teams.