Channelplay Case Study

Channel Loyalty Program For A FMCG Major


  • Client is a multinational food manufacturing company and is one of the dominant players in the ready-to-eat (RTE) cereal market.
  • With India becoming one of its fastest growing markets, client wanted to capitalize on the increasing demand to accelerate and maximize growth.
  • To realize this objective, we conceptualized and executed a long term loyalty program to effectively engage client’s 1000+ channel partners.


The key activities in project execution involved:

  • Designing a program to effectively fulfil objectives set by the client
  • Configuring an online portal where partners could view and redeem reward points
  • Enrolling channel partners and implementing the communication plan
  • Month-on-month points tracking and partner claim validation
  • Helpdesk management and communication with wholesalers via SMS, mailers and tele-calling
  • Reward sourcing, warehousing, dispatch and management within agreed timelines


The program was a success and the key highlights were as follows:

  • Recognition for top wholesalers and differential rewards for consistent performers
  • Effective engagement of channel partners and creation of emotional connect
  • Improved growth and profitability via increased sales and aspirational value
  • Improvement in “Top-of-Mind” re-call value and increased offtakes from channel partners
  • Average TAT for redemption fulfilment - 6.44 days - against a stipulated TAT of 30 days

Topics: Loyalty Programs