Overview

A leading manufacturer of premium Electrical and Automation products sought to pioneer an In Store Sales Promoter program in the retail segment, aiming to drive incremental business in the general trade channel.

Project Background

The client is a leading manufacturer and marketer of premium Electrical and Automation products such as Electrical Switches and sockets, Circuit Breakers, low and medium voltage switchgear products, etc., was looking to be a first mover in the industry to drive incremental business in the general trade channel through the placement of In-Store Sales Promoters at key high-potential electrical stores.

Challenge

This was a new concept in the industry, and the targeted retailers had to be brought on board. There was also no existing pool of promoters for these specific product categories. Data collection and reporting modules also had to be developed, with the large number of SKUs being a challenge.

Our Approach

We designed and implemented the program of in-store promoters. Since we did not have promoters from the same industry background, we tapped into other similar industries and designed a competency-based evaluation matrix to find suitable promoters. The promoters required careful selection, recruitment, training, and close monitoring to come up to speed. HH app and online reporting were setup, allowing daily streaming of data enabling quicker information-based decision-making.

Key Takeaways

Sales exceeded client expectations by over 2X levels, and the program was expanded to newer geographies and channels with increasing success.