Channelplay is a leading Sales Force Automation, Shopper Marketing & Channel Management company in India. Managing over 5000 field staff, and working with over 60 clients in diverse industries, we deliver high-performance solutions that help our clients increase their sales at the Industry's best ROI.
The client is a farm-to-fork company having its own breeding farms, hatcheries, cold chain logistics, 100+ fresh meat retail outlets & fried-chicken quick service restaurants. The client...
Lucky Draw or Sweepstakes campaigns are one of the classic consumer promotion tools utilised across industries. They grab attention of consumers and influence purchase decisions for sure. But there are a lot of things which can go wrong in lucky draw campaigns which are counterproductive by alienating customers rather than attracting them. Providing superior customer experience in such campaigns is necessary to derive any kind of success from them. Following are a few pointers to take care of, when running a lucky draw campaign.
Most consumers go through a buying process in making their purchases. Starting with problem recognition, the consumer passes through the stages of information search, evaluation of alternatives, purchase decision, and finally post purchase behavior.
Stage 1: Problem Recognition
The buying process starts when a consumer recognizes a problem or need to buy a product/service. The need can arise as a result of an actual necessity or peer pressure (friends/relatives consuming the product/service) or as a result of watching an advertisement.
Stage 2: Information Search
Consumers search for more...
Visual Merchandising plays a vital role in industries such as CDIT, FMCG, Financial Institutions etc. Effective VM improve the brand visibility, awareness & sales while on the other side ineffectiveness can cost badly & hamper the budgets of the organization. This invokes importance of the timely measurement of productivity of visual merchandisers with key responsibility areas. Here are few measures which needs to be assessed periodically which will lead to effective visual merchandising on ground. Productivity of VM should be tracked in two categories:
Brands spend a significant amount of time, effort and money drawing up the perfect customer experience for their customers. The retail environment gives them the canvas to showcase their brand and products and at the same time paint the picture they want on what the brand stands for; the value of their products/ service; how they feel about their customers and what it would mean to own a product of their brand.
While this works great till the design stage, the challenge is posed when it needs to be operationalized at the point of retail. This is particularly challenging in a Retail...
Before we step ahead on discussion regarding subject mentioned above we first need to understand how to analyze the requirement of change in VM agency to which you are currently associated.
Expectation of the brand could be with regards to increase in productivity, quality of execution, control mechanisms, hygiene or discipline management. When things are not going in the right direction as per the desired criteria or you have not seen any improvement in the quality of working since long after setting the expectations - it may betime to change the agency.
Often, managers resist to take...
Target based scheme are promotions executed between companies and retailers. These schemes help increase retailer’s interest in selling particular brands product, which helps in increasing store’s sales share. There are multiple products on the market, and retailers have limited space on shelves to display all. It’s in retailer’s best interest to give more visibility to brands running target based scheme as this will help them achieving the targets, and earn more.
These schemes incentive can be in the form of cash discount, domestic & international tours, FOC products (free of cost), cars,...