How a global oil company drives retailer sales with an award-winning incentive program - Leaders In Incentives, Rewards & Loyalty Programs

How a global oil companyDrives retailer saleswith an award-winning incentive program

“GRG India’s software has delivered unparalleled transparency to the company’s channel partner incentive program. Their entire retailer network can now see how they are faring on their targets, compare their performance to other retailers, and know exactly what they need to do to maximize their incentives. The program is an exclusive one, with membership strictly based on invite, in an effort to build long–term relationships with the retailers and set a benchmark in the industry.”

“GRG India’S Software Has Delivered Unparalleled Transparency To The Company’s Channel Partner Incentive Program. Their Entire Retailer Network Can Now See How They Are Faring On Their Targets, Compare Their Performance To Other Retailers, And Know Exactly What They Need To Do To Maximize Their Incentives. The Program Is An Exclusive One, With Membership Strictly Based On Invite, In An Effort To Build Long–Term Relationships With The Retailers And Set A Benchmark In The Industry.”

Our client is one of the fastest growing lubricant manufacturing and marketing companies in the world. It enjoys a position among the Top 3 lubricant brands with regards to brand awareness, purchase consideration and other parameters. They have a humongous network of distributors and retailers that facilitate its growth and reach in India.

Challenge

For a fast-growing brand that is greatly dependent on its distributor network for sales, the organization realized an increasing need to engage more with its retailers for multiple purposes:

To increase sales through the retailers
Create a loyal retailer network
Enhance brand marketing to onboard more retailers
Provide a transparent and seamless mechanism to reward their retailers for the achievement of sales targets

While incentives were always a core part of their channel partner loyalty program, they wanted to create a more strategic incentive program that would build competitiveness among retailers, increase transparency and automate the complex calculations and disbursement process.

Challenge

For a fast-growing brand that is greatly dependent on its distributor network for sales, the organization realized an increasing need to engage more with its retailers for multiple purposes:

To increase sales through the retailers
Create a loyal retailer network
Enhance brand marketing to onboard more retailers
Provide a transparent and seamless mechanism to reward their retailers for the achievement of sales targets

Solution

GRG India built out an Android/iOS app that became the key touchpoint between the brand and retailers selling their product– a one-stop-shop solution to communicate new information, gamify incentive campaigns and redeem rewards. Extensive work went into also ensuring the registration process to sign on to the platform was simple and at the same time, 100% secure.

Today the company uses the following key features to actively drive its retailer incentive program:

Gamification: A performance-based hierarchical tier system was created on the platform. Based on the sales completed by a retailer in the previous financial year, they would be automatically upgraded or downgraded to a tier or continue to remain in the same tier. And the tier in which they belonged to defined the incentives they received.

2. Automated calculation of incentives: Complex logic to calculate incentives was automated through the program. The base level of points is awarded based on sales. This includes differentiated logic for the range of 800+ products included in the program. Additional points are awarded based on the quarterly growth campaigns and other activities.

3. Redemption of awards: Points awarded to the retailers can be redeemed against GRG India’s reward store with 500+ global brands integrated with the app. In addition, GRG India also set up a dedicated customer support team for the company’s retailers to enable resolution of implementation and other queries through calls and emails.

Solution

GRG India Built Out An Android/IOS App That Became The Key Touchpoint Between The Brand And Retailers Selling Their Product– A One-Stop-Shop Solution To Communicate New Information, Gamify Incentive Campaigns And Redeem Rewards. Extensive Work Went Into Also Ensuring The Registration Process To Sign On To The Platform Was Simple And At The Same Time, 100% Secure.

Today The Company Uses The Following Key Features To Actively Drive Its Retailer Incentive Program:

Gamification: A Performance-Based Hierarchical Tier System Was Created On The Platform. Based On The Sales Completed By A Retailer In The Previous Financial Year, They Would Be Automatically Upgraded Or Downgraded To A Tier Or Continue To Remain In The Same Tier. And The Tier In Which They Belonged To Defined The Incentives They Received.
Automated calculation of incentives: Complex logic to calculate incentives was automated through the program. The base level of points is awarded based on sales. This includes differentiated logic for the range of 800+ products included in the program. Additional points are awarded based on the quarterly growth campaigns and other activities.
Redemption of awards: Points awarded to the retailers can be redeemed against GRG India’s reward store with 500+ global brands integrated with the app. In addition, GRG India also set up a dedicated customer support team for the company’s retailers to enable resolution of implementation and other queries through calls and emails.

Impact

20 Cr+ rewards disbursed|6,000+ retailers added to the program | 97% engagement rate on platform

The global oil company has been able to engage and retain its retailer base and add more retailers to their network in the course of the last 6 years.

Increased the billing value of retailers by 5%

Better brand advocacy by retailers and distributors

Reduced manual paperwork by 100%