Channelplay Case Study

Trade Loyalty Program for a Stationery Brand

The main objective from the client was to create a platform to engage with all the levels of Stationery products supply chain and incentivize them on the business they are generating for the client. The program would target Distributors, Direct Dealers and Wholesalers across the country. The major technological intervention required was to integrate the program in the Sales Call process by providing easily accessible and comprehensive information to the Sales team which can be accessed from the market. To realize this objective, we conceptualized and executed a loyalty program to effectively engage client’s 6000+ trade network across the country.


The key activities in project execution involved:

  • Designing a program to effectively fulfil objectives set by the client
  • Integrating with the client's ERP system to fetch the purchase data of primary customers
  • Providing a data entry interface to distributors to collect the secondary purchases of Wholesalers
  • Configuring an online portal where partners could view and redeem reward points
  • Building a portal exclusively for the Sales team where they can access dashboards with key Program metrics and detailed data regarding individual partner performance
  • Providing Sales teams with simple Points and target tracking and Order placing solutions through website
  • Enrolling channel partners and implementing the communication plan
  • Publishing daily reports to concerned stakeholders will all the required information
  • Configuring Email and SMS alerts to the concerned stakeholders with important action points
  • Building emotional connect through wishes and activities on their important days
  • 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:

  • First of its kind program in the Industry leading to clutter breaking engagement with the trade
  • Recognition for top retailers 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

Topics: Loyalty Programs