Case Studies



Electrifying Performance


Company Background:

Our client is a global energy management specialist. Over the last three years we have successfully run channel engagement programs for their structured cabling products division (patch panels/cords, cables, termination tools, copper/fibre solutions)

The Challenge:

Our client was grappling with a large network of Indian system integrators (SIs) dealing in multiple brands. The pain points centered around effective communication and active channel engagement. Increasing mind share, driving sales and boosting revenues were desired outcomes. We inherited a customer database of 600+ dealers during our first year. Making the right kind of connections with the right channel partners was the major pain area. In the program’s second and third years, the key challenge was to actively engage with the existing base and simultaneously increase the reach.

The Solution:

annectos´ was chosen as the solution provider. Our end-to- end solutions are modular; with no loose ends. First, we deployed a customized technology platform to connect and engage the client’s vast sales network. Enrolling more SIs for loyalty rewards schemes was the thrust area for year two. Driving sales and increasing profitability was the desired outcome for year three. After a complete buy-in from sales teams and distributors, incentive schemes were announced and managed.
annectos´ mailed, messaged and called a record number of 47,203 eDMs, 30,760 SMS and 38,570 calls during the program

The Benefits:

Since deployment, we have fruitfully scaled up the program to include a higher ROI yielding, 5000-plus well-connected system installers network. In helping the client improve width of distribution, we have successfully increased program participation & offtake from every SI, thereby increasing depth and ROI-per-SI. In 3 years, annectoś via it’s customized program & platform has ensured that each channel partner is reached out to regularly. Our programs have resulted in incremental revenue growth in FYs 2014, 2015 & 2016.



Rebranding a leader for newer pastures


Company Background:

Our client is a domestic company manufacturing custom corporate apparel. It has over 5000 Indian and global clients and have branded more than 4 million pieces till date. Our Client sells its products through resellers serving leading corporates around the globe. It maintains a high-SKU of each product and is known for its quality & timely delivery. Client’s USP is its wide range of t-shirts.

The Challenge:

Our client's business was primarily focused in one geographical location. The quality of its products was unquestioned. But considering that our client operated in only one market, was limiting growth. Business was highly commoditized and branding, weak. Our brief was clear:
  • Rejuvenate the brand by giving it a new identity
  • Re-position the brand to attract new markets
  • Increase brand awareness
  • Increase reach; establish presence in multiple geographies

The Solution:

annectos was chosen as the solution provider.
  • We provided them with a 360-degree integrated marketing plan that included:
  • Changing the entire look & feel of the brand: Logo, colors, templates, packaging
  • Classify & re-position product: different ranges to suit different target audiences
  • Developed an integrated, centralized e-commerce engine facilitating BULK BUYING (at multiple price points)
  • This engine ensures that all product related enquiries are centralized and responded to (TAT for enquiry responses < 24 hours)
  • A mobile application to ensure prompt product catalogue updates with latest pricing information
  • A digital marketing campaign to increase brand awareness among target audiences
  • A lead generation campaign to connect with relevant resellers & distributors across targeted geographies.

The Benefits:

  • Brand established in the West and South Indian markets
  • Enquiries & leads increased by 500%
  • Growth in sales by over 100% on a month on month basis.
  • New Resellers identified and appointed newer markets.
  • Increased brand recognition among Corporate buyer

TECH PLATFORM

We have deployed a custom-built tech solution to connect and engage with this client’s network. Our engagement solution is centralized, dynamic, all-inclusive and operates in real-time. All activations and communications are routed through interactive platform that supports web/sms/emails/online queries/calls. Dealer’s performance is tracked by creating an account in his name, in the system. Real-time analytics & reporting are additional benefits of monitoring sales activities.

ABOUT annectoś

We are a 5-year-old boutique firm specializing in augmenting channel sales growth of clients by actively, creatively and consistently engaging their channel sales partners. We work with YOU to streamline your channel communications/marketing/incentivization. Our approach is to communicate convincingly, listen to channel buzz, reward channel loyalty &amp; performance. Beyond incentivization we build and foster lasting relationships.



Engaging channels & rewarding success


Company Background:

A leading Indian mobile phone handset manufacturer. Since inception in 2009, the client company is committed to Government of India’s ‘Make in India’ initiative. It is headquartered in Noida and continues to grow with the recent inauguration of its second manufacturing facility, also in Noida. Currently they are working towards establishing the very first Mobile Phone Design Centre in India.

The Challenge:

The client was constantly incentivizing employees of the channel sales partners (distributor sales executives). However, these incentive schemes could not succeed in boosting sales revenues across India because of poor communication between client & distributors, and multiple complaints from the latter that their rewards and incentives were not promptly delivered. There was an urgent need to design, develop & deliver lasting solutions by adopting industry best practices in channel engagement, communication and rewards redemption. Assured last mile reward delivery was top priority.

The Solution:

aThe Client ran a distributor sales executive (DSE) reward program for a quarter and awarded points to the participating DSEs. Annectos was chosen for the rewards program fulfillment. We built a customized solution which:
  • Profiled all participating DSEs (giving them an identity in client’s DB)
  • Acted as an interaction platform (sms/emails/online/calls)
  • Tracked their performance online, in real-time
The rewards chosen from our well-stocked reward gallery were delivered to DSEs; even to those in remote Indian locations within an unparalleled TAT of 7 days. Some of the remote locations to which rewards were delivered are: Ballarpur, Bhavnagar, Gudiyari, Ramanuj, Ganj, Bastar, Wadi etc.

TECH PLATFORM

We have deployed a custom-built tech solution to connect and engage with this client’s network. Our engagement solution is centralized, dynamic, all-inclusive and operates in real-time. All activations and communications are routed through interactive platform that supports web/sms/emails/online queries/calls. Dealer’s performance is tracked by creating an account in his name, in the system. Real-time analytics & reporting are additional benefits of monitoring sales activities.

ABOUT annectoś

We are a 5-year-old boutique firm specializing in augmenting channel sales growth of clients by actively, creatively and consistently engaging their channel sales partners. We work with YOU to streamline your channel communications/marketing/incentivization. Our approach is to communicate convincingly, listen to channel buzz, reward channel loyalty &amp; performance. Beyond incentivization we build and foster lasting relationships.



Juggernaut Solution overcomes enormous challenges


Company Background:

Our client is a 50-year old Indian footwear manufacturer. With 10 manufacturing locations and an output of over half million pairs of footwear a day, they have an extensive range catering to different customer age groups and taste.

Business Need

  • There was an urgent need to connect, attractively and actively engage with all the tiers of the client’s distribution network. Promotional/loyalty rewards information was largely lost or mired in communication.
  • Sales teams were wasting quality time in resolving petty operational issues arising out of miscommunication and complaints of undelivered rewards etc. Growth was slow and scheme costs were rising. It was essential to set up a best-in-class operational framework enabling seamless flow of information and optimal operations.

Challenges:

  • An untapped &amp; unidentified retailer/secondary partner base
  • Lack of retailer profiles in any region.
  • Delays or non-delivery of rewards to secondary partners (reward delivery was distributor’s responsibility)
  • Poor product/scheme communications with existing &amp; potential partners
  • Zero visibility into brand reach &amp; availability at the retail counters
  • Distributors hesitating to share retailer &amp; SKU-level sales data

Highlights

Reach/ Coverage
  • In our massive enrolment drive we covered 244 districts and 3300 cities belonging to seven major Northern states
  • Reach & width of retailer network grew to 45,000 (3-fold)
  • 75% of the base were fresh enrolments/new retailers
  • Brand availability across the enrolled base vis a vis 7 different competitor brands was tracked
  • State-specific reach & stock availability at the counters (Category & Sub-brand wise) was determined

Participation
  • 30% of the total base of retailers enrolled transacted actively
  • Out of this active base, 72% of the retailers were freshers
  • Totally 98% distributors actively participated in the program
  • 40% of distributors transacted over the mobile application
  • Mobile app received very good user ratings

Growth
  • 25% MoM growth in primary sales volume recorded
  • A corresponding MoM growth of 30% recorded in secondary sales during the same period.

Digitization
  • SKU-level secondary sales tracking enabled for the first time
  • Both distributor and retailer had access to their real-time data
  • Paradigm shift in trade scheme from physical to digital coupons
  • Scheme adherence & efficiency tracking improved over 100%.
  • Exclusive 101 with the distributors to get them acquainted with web & mobile apps.
  • ‘How-to-use-Application’ training videos shared with dealers on Whatsapp.

Solution
  • Extensive & simultaneous 12-week retailer enrolment drive across seven major northern states to identify & validate potential retailers
  • Active engagement with newly enrolled retailers (at least twice a month) via Voice/SMS/Mobile & Web
  • Mode of communication adopted to suit retailer’s comfort level
  • Multi-lingual customer desk set up to address retailer in his native tongue
  • Distributors consistently engaged to get a buy-in on newly institutionalized processes
  • Dealers familiarized with the increased benefits of new processes
  • Total visibility to distributor level (primary Vs. secondary), brand-wise, SKU level real-time data to empower sales teams to plan their sales better

TECH PLATFORM

We have deployed a custom-built tech solution to connect and engage with this client’s network. Our engagement solution is centralized, dynamic, all-inclusive and operates in real-time. All activations and communications are routed through interactive platform that supports web/sms/emails/online queries/calls. Dealer’s performance is tracked by creating an account in his name, in the system. Real-time analytics & reporting are additional benefits of monitoring sales activities.

ABOUT annectoś

We are a 5-year-old boutique firm specializing in augmenting channel sales growth of clients by actively, creatively and consistently engaging their channel sales partners. We work with YOU to streamline your channel communications/marketing/incentivization. Our approach is to communicate convincingly, listen to channel buzz, reward channel loyalty &amp; performance. Beyond incentivization we build and foster lasting relationships.



Small is the new Big


Company Background :

The client is a major German multinational company that produces athletic and casual footwear, as well as sportswear.Our client has over 300 retail outlets pan India (company owned & franchisees). They also have an internal sales department that exclusively handles institutional business(~ bulk B2B). Their product range is quite extensive ranging from sports apparel, accessories to footwear. They also maintain a similar product range with separate SKU numbers for just their institutional business.

The Challenge :

While the large institutional orders were tracked and monitored by the institutional sales team, a large number of small orders (between 10-100 units) which were landing up at the retail counters as enquiries were slipping through due to several reasons. At the same time, given that our client is such a well-known sports apparel brand in the market – several employees in their individual capacities, generated enquiries through their personal networks. These queries too were not tracked and closed.

The Solution:

annectos´ was chosen as the solution provider. We custom built a solution – “shopinbulk” that
  • Centralised all the available inventory through a user friendly ecommerce engine.
  • Built an interaction engine – sms/emails/Online queries/calls.
  • Every single query was entered into the solution and tracked. an engagement model was developed & deployed to ensure this becomes a practice and a habit with all retail store managers & corporate employ ees)
  • All queries were centrally tracked, addressed and closed as per the pre-defined guidelines.
  • Created an online performance tracking accounts for every individual leading upto to incentives & rewards.

The Benefits:

The new solution & platform has ensured that every store manager today is empowered to track and close every single bulk quantity query that lands at their retail counter. The turnaround time has come down drastically (less than 5 days) leading to customer satisfaction at multiple levels.For our client it means a straight improvement to the top line & bottom-line with over 50 queries recorded within the first 50 days of its launch (almost >95% closed). These 50 queries translates into over 12000 units adding to a revenue of 2 crores INR.