Case Studies

Sales Force Automation for an Indian Cosmetics Brand

Sugar Cosmetics is a budding cosmetics brands targeting urban Indian female in the affordable segment. They were growing at a decent pace and penetrating in to tier 2 cities as well. With a huge product portfolio (190+ SKUs across 22 categories), they were looking for one single Sales Force Automation solution to track and monitor different aspects of retail executions being performed by different set of people. There are 30+ Beauty Advisors who are responsible for direct customer sales, maintaining in-store stock, appraising customers about on-going schemes etc. On the other hand, there are ASMs who are responsible for adding new outlets and taking new orders from all across the country. And most importantly they were looking for automated email alerts to distributors for new orders and an interactive dashboard for them to monitor retail execution efficiently and to take quick actions.


Thanks to our experience working with leading brands in Cosmetics and Apparel industry and to the numerous config options 1Channel SFA solution comes with, implementation team was ready for a quick roll-out. The key activities in project execution were as follows:

  • Master data requirement was explained to client stakeholder in detail and the same was uploaded in system without much hassle
  • Workflows for different roles were customized using different configuration options and client signed off the same on the very first go
  • Implemented geo-tagged and time-stamped attendance feature to track discipline of Beauty Advisors
  • Rolled out an easy and intuitive sales reporting workflow to capture units sold by SKU along with display of on-going schemes on specific products
  • Implemented daily stock reporting for Beauty Advisors to flash out out-of-stock / low-in-stock SKU reports
  • ASM workflow was configured to add new retail outlets and capture orders from existing and new outlets
  • Developed automated email report to distributors with order details for the day
  • Developed customized dashboard for real-time monitoring of Beauty Advisor and ASM activities
  • ‘Train the Trainer’ model was followed for a quick roll-out in all geographies
  • User activity was closely monitored to quickly address usability issues and constraints leading to a rapid adoption of the system


With successful implementation of 1Channel solution, client could get complete visibility and insight of its sales operations (both secondary and tertiary) all across the country. The key highlights are as follows:

  • Significant improvement in discipline and hygiene of the sales force
  • Details of on-going scheme information were readily available with the beauty advisors which helped them to push for more sales
  • Significant increase in the retailer database as ASMs were able to add new outlets easily through the app
  • Distributors started getting order details without any delay which helped them to improve fulfillment timeline
  • Automation of lot of daily tasks of the sales team freeing them up to focus more on sales
  • Quick replenishment of stock based on out-of-stock / critical stock information
  • Managers focusing more on course correction and strategic decisions rather than collating data over Whatsapp or E-mail
  • Quick auctioning based on the real-time email alerts and reports resulting in increased operational efficiency

Topics: Sales Force Automation