Overview

A leading FMCG company wanted to drive its foray into the Personal Products category with a national Best in Class Beauty Advisor Program

Project Background

The client, a key player in the Foods category, had made an entry in the Personal Products space. They sought a capable partner with a nationwide presence to set up and manage their Modern Trade Beauty Advisor Program for their newly launched Personal Products range.

Challenge

Since this was the first In-Store Sales Promoter program for the client in the Personal Products category in Modern Trade, the requirement was to conceptualize, program design, benchmark, and then roll out beginning with modules for recruitment, training, reporting, and continuous evaluation.

Our Approach

We designed and implemented the program by mapping stores with sales potential, set up stringent evaluation parameters for field team recruitment, and designed training interventions focusing on soft skills as well as product FAB (Features, Advantages, and Benefits). The process was set up for ongoing and periodic assessments of the promoters and supervisory teams. We also developed and ran short-term contests and long-term promoter incentivisation programs aimed at ensuring higher levels of target achievement and reducing attrition.

Key Takeaways

Successful setup of the program from scratch. The program became self-sustaining in a short span of time and has been running successfully and expanding on a year-on-year basis. The program has also provided the platform for the successful introduction of new categories and product lines by the client.