Channelplay Case Study

Feet on Street For A Global Adhesive Brand


Our client wanted to increase the number of handlers for a set of product categories across Tier I, Tier II and Tier III cities. For channel expansion the challenge was to have ‘ready-to-deploy Feet-On-Street’ who could scan new retailers in a given geography and map them to client’s distributors, thereby increasing the market penetration.


We deployed 175 Feet-on-Street after assessment and training. Key activities included:

  • Detailed planning to ensure desired productivity of field force which included defining KPIs, gathering market knowledge and beat planning to achieve target penetration
  • Selection of right outlets to maximize long term impact. Enrolment was to be considered complete once the order was captured in ready stock-cash sales mode
  • Deployment of 1Channel, our in-house field force automation solution with a mobile app, which ensured real-time data collection and automated reports to respective stakeholders


With our expertise and experience in channel expansion we produced significant results.

  • Over 1.5 lakh new outlet listings across 4 states by deploying 175 Feet-on-Street
  • Significant addition to products handled (within 2 months of start)
  • Summary of market working made available to client with proofs

Topics: Sales Staffing & Management