Transforming Distributor Scheme Management for Leading Consumer Durables Organization

A distinguished organization renowned for its innovative lighting and electrical products, with an extensive channel partner network, offers a range of solutions to residential as well as commercial properties across the country. With a unique model of rolling out annually over 100 short burst schemes they are leading players in the country

Industry

Consumer Durables

Location

India

Services

Consumer Durables Manufacturing

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Situation

  • A prominent consumer durables company, known for its innovative lighting and electrical products, faced significant challenges in managing distributor schemes.

  • The organization annually launched over 100 short-term schemes, aiming to motivate channel partners and drive sales.

From Our Clients

client

With Incentivate, we are able to manage complex plans easily and making updates is a breeze. No other platform comes close to Incentivate's flexibility, and comprehensiveness.

Tejas Kumar
Manager - Sales Excellence, Atomberg

Approach

  • Better GTM: Admins can now conceptualize and roll out new schemes in less than couple days

  • Efficient Partner Communication: Visibility into scheme definitions, performance, and earnings for channel partners

  • Motivated Performance: Timely & error free settlement of schemes led to CPs to align better with org goals

  • Centralized scheme visibility: Visibility of all the current & previous schemes in single place helps creator to make informed decisions.

Conclusion

  • Partnering with Incentivate has revolutionized promotional scheme management & operations for the client. There’s drastic reduction in manual intervention and schemes can be defined in a better & efficicent way because of the ability to leverage historical data. Timely settlements have energized the CPs, enhancing sales focus. Integration with data sources eliminates manual uploads, simplifying audits.

Problem

  • Scheme Conceptualization & Creation: Inability to create schemes because of limitation within legacy system, inability to utilize historical data, high volume, multiple dimensions like product categories, SKUs, territories, revenue and volume.

  • Scheme Governance: Lack of approval processes while creation, communication, update of schemes and unavailability of audit trails for compliance purposes.

  • Scheme Communication Delay in communication of upcoming/ongoing schemes to channel partners as well as lack of visibility into scheme performance.

  • Scheme Deviation: Lack of ability to udpate scheme metrics in timely manner in lieu of lack of response from markets.

  • Scheme Settlement: Delay because of lack of timely availability of performance data, leading to erroneous earnings.

Solution

  • Simplified Scheme Creation: Comprehensive parametric controls for swift roll out of schemes. Includes ability to define schemes using multiple qualification criteria, product categories, geographic & sales dimensions

  • Enhanced Scheme Governance : Maker-Checker process for error control, audit trails for compliance, workflows to notify as well as control scheme level requisites like closures, cut-offs, data sync freeze timelines etc

  • Scheme Communication: Scheme comm. to Channel Partners through email, & WhatsApp

  • Scheme Settlement: Manual as well as auto-settlement options, as well as ability to create & push CN / DN back to SAP for error free accounting

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Outcome

  • Operations today are executed in less than 50% of what it took before the above changes in data accuracy.

  • Optimized architecture helped create and maintain a streamlined flow of information. This resulted in reduction as well as troubleshooting of error root causes.

  • Revised reports gave better insights to reps reducing the number of queries raised asking for an explanation of the details of each component.

  • Waiting time for analysts has reduced by over two-thirds and they can now evaluate the effect of the changes they made and analyze if the incentive payouts are as expected.