Driving demand and real-time sales insights: Sriram Farm Solutions (DCM Sriram’s) Channel Rewards Program

Introduction

DCM Shriram – Sriram Farm Solutions (SFS), an agricultural inputs solution provider specializing in Seeds and Crop Care Chemicals faced challenges in creating demand in the market and obtaining real-time sales data from retailers who were indirectly engaged through distributors. To address these issues, SFS partnered with O4S to implement a Channel Incentives Solution.

Challenges

Generating a steady pull from retailers for Sriram Farm Solutions products
Absence of engagement with Retailers, as they’re managed through distributors
Obtaining timely and accurate sales data from retailers who are not directly billed or engaged with SFS
Designing and implementing a rewards program for retailers based on SKUs, Zone, Tier, Level, Purchasing Patterns etc.
Expanding SFS’s market presence and reaching a wider network of retailers, thus increasing sales and market share.
Tackling language barriers across different zone while digital engagement.

Solution

To address these challenges, SFS joined forces with O4S to develop a ground-breaking mobile app-based loyalty program for their channel partners. The program focused on:

Transitioning from coupons to dynamic QR codes on product packaging.
Monitoring sales through QR code scanning by retailers.
Engaging partners on a large scale using in-app notifications & SMS service.
Bosting app engagement through gamification of reward points.
Devising adaptable incentive schemes based on geography, SKUs, and other essential factors.
Facilitating seamless redemption options via integrations with regional redemption partners.
Launching a multilingual application to break down language barriers.
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.