Insights

How To Drive Sales in MBOs Without Deploying Fixed-Cost In-Store Manpower



One of the most reliable and extensively used approaches to sell products from multi brand outlets(MBO) is deploying In store promoters. This is used the most in electronics category but is gaining prominence in other categories such as FMCG and others as well. But doing so would involve huge financial investment apart from the overheads of management.

One way to survive in this channel and not deploying promoters yourself is to have an attractive incentive program for the stores or the existing staff in the stores. If the people manning the store are already incentivised to sell your products and have means to communicate with the brand, then that achieves most of the objectives that call for deploying a promoter. There are 3 major aspects of running such programs which need to be kept in mind.

  • Outlet Tie-up and Goods Supply

The first step of this process is to identify the outlets which should be part of the program. This selection is usually done using parameters such as potential revenue, location and profile of the outlet. Once a shortlist of outlets is made, company representatives should speak to the outlet owner and staff to get them onboard the program. It is really important that the first conversation is done by company representatives as that can make or break the acceptance of the program. Once an outlet has agreed to be part of the program, the supply link of goods should be established along with frequency of sales calls, stock refill procedure and escalation points.

  • Transaction Data Collection

The next part of the process is having a fool proof and easy transaction data collection system. This can be achieved through technological means such as custom mobile application, website or SMS channels. Each transaction must be tagged with unique IDs of the goods sold so that there is proper tracking of inventory at each level. It should be made as easy as possible for the user to report a transaction as cumbersome processes will lead to huge drop outs.

  • Easy Reward Disbursement

The program can succeed only if people who have uploaded transactions can quickly get the rewards attached to them. By utilising digital platforms such as mobile wallets and making the transaction verification process quick, participants can start earning rewards almost immediately after they sell. Apart from the rewards associated with each transaction, there should be a contest to drive people to sell higher and higher. Aspirational rewards should be given to the top performers apart from recognition.

By following these three pointers, one can successfully sell their products through multi-brand outlets without incurring the heavy investments. If you want us to help you run such programs, please leave your details in the form in the link below and we will get in touch with you.

https://www.channelplay.in/india/loyalty-programs#contact-us

Topics: Channel / Influencer Loyalty