The new normal which has resulted from the Coronavirus pandemic has ushered in a new era of digital supply chains. Brands are digitising both their upstream and downstream supply chains. In response to JioMart aggressively wooing kirana stores to adopt their digital platforms, CPG brands are building digital platforms for their retailer network too.
Retailers who have traditionally been technology shy are also adopting digital platforms. Disruptions in distribution during the lockdowns showed them the efficacy of ordering and delivering through mobile apps. Digital payment systems ensured contactless shopping experience for their customers.
In short, there won’t be a better time to digitise your retailer network. You can start with our Retailer App, which enables retailers to place their orders on the app and track its delivery. The app also allows you to execute ‘Just In Time’ distribution which has been proved to deepen retailer’s loyalty to a brand. The most significant advantage of the Retailer App is that it will enable direct engagement with your retailers. It means you can send all your trade promotions, discounts and incentives related information directly to the retailer.
Here are some quick and straightforward tips to increase Retailer App adoption among your retailer network.
1. Own your success: Just having great tech isn’t enough. You need to make it work for you. Start by evangelizing it to your internal audience. You must get a senior leader to sponsor the app. People will listen more and might even adopt the app in higher numbers.
2. Align sales organization to business development: You might be scratching your head about how to change your sales team so significantly when they are used to taking orders themselves. Start by changing the KPIs of the sales team. The new goals will have to be around app installs, first-time order filled by the retailer on the app, repeat orders etc. These are some foolproof methods to move your sales-order-taking rep moves into business development.
3. Incentivize retailers to change to the new model: Offer better servicing to retailers who order through the app as well as higher commissions. Given that the order taking process is simplified, you’ll need to rearrange the commission structure between the stakeholders to reflect that change. Enable loyalty points for transactions on the app.
4. Improve distributor order fulfilment: This is crucial to get repeat orders on the app. Ensure that these orders get differential treatment and better fulfilment SLAs and fill rates than earlier.
5. Highlight your schemes: Focus on schemes of priority products that you need to drive on the app to ensure traction in the right direction.
6. Showcase product visuals: Joh dikhega woh bikega is the golden principle of retail. Similarly, for retailers to order from you, they would need the comfort of seeing product images on the app before ordering. Ensure quality, hi-res images for all your listed products.
7. Communicate through notifications: In the past, you created posters, leaflets and brochures to communicate about schemes and products to retailers. However, the Retailer App enables 1to1 communication with your retailer network. Ensure retailers know of any new schemes and promotions through notifications. You can also send product communication videos to ensure they get all the info you want them to have. You can gamify this too with commissions for every notification read, video viewed etc.