Unlocking Success: Insights from Channelplay's Retail Sales Program for Sunanda Global Specialty Waterproofing Company

Delhi, 10^th September 2024 – Channelplay, a leader in end-to-end marketing solutions, is excited to reveal the significant insights gained from its Retail Sales Program, expertly managed for Sunanda Global, a prominent construction chemicals company. This program is designed to penetrate the retail market by onboarding channel partners, driving sales, and managing distributors. Channelplay's Field Sales Executives actively engage with construction sites, converting them into sales opportunities despite initially low brand awareness. In addition to managing sales, our team oversees after-sales service and the application of waterproofing solutions at specified sites.

The program's success is attributed to its comprehensive approach to sales management and the onboarding of waterproofing agencies, which includes recruitment, training, supervision, and performance evaluation.

Channelplay's unwavering commitment to excellence has resulted in the successful onboarding of major waterproofing partners across Delhi/NCR, Gujarat, Karnataka, and Tamil Nadu. Through meticulous oversight and a tailored approach to sales management, the program has exceeded expectations, expanding from 1 region to 4 regions since April 2021. The advocate headcount has increased significantly from 7 Field Sales Executives (FSEs) and 1 Team Leader (TL) to 17 FSEs and 4 TLs, driving a remarkable 300% year-on-year revenue growth, surging from ₹50,000 in April 2021 to ₹15.5 lakh in April 2024.

Key Insights from the Retail Sales FSE Program:

1.       Targeted FSE Placement: Leveraging market intelligence, FSEs are strategically positioned with partners to help liquidate stock and effectively engage construction sites.

2.       Recruitment Excellence: Channelplay's rigorous recruitment process ensures the selection of top-tier talent, fostering a knowledgeable and customer-centric sales force with a hiring turnaround time of under 21 days.

3.       Brand Image Care: The implementation of stringent hygiene protocols has improved promoter presence compliance from 85% to 95% over the past six months, fostering consumer trust and loyalty.

4.       Best-in-Class Technology Integration: Employing state-of-the-art technology solutions, we streamline retail operations and provide real-time insights for informed decision-making. By diligently using technology to drive field resources, we have achieved more than 95% field discipline compliance.

5.       Employee Engagement Activities: We prioritize employee satisfaction through targeted programs and incentives, cultivating a motivated and dedicated retail staff

6.       Productivity Enhancement: Channelplay is committed to innovative strategies and performance management techniques that maximize sales opportunities and drive revenue growth

7.       Promoter Training and Development: Continuous training and skill enhancement sessions, conducted bi-monthly, empower promoters with the latest product knowledge and sales techniques to improve conversion rates.

Lakshya Das, Vice President of Sales Force Outsourcing at Channelplay, comments, "This program has presented us with unique challenges and opportunities. Launching a strong B2B brand in retail is a journey filled with continuous learning and strategy evolution. We have come a long way and are now expanding our horizons into three more states."

The success of the Retail Sales Promoter Program underscores Channelplay's commitment to delivering innovative and results-driven marketing solutions. As we continue to lead in the industry, the insights gained from this program will serve as a guiding framework for future endeavours, shaping the future of retail sales management.

A spokesperson representing Sunanda said, “Channelplay has played a pivotal role in identifying the needs of our new brand and adjusting their offerings to suit our requirements. We truly value our partnership with them.”

About Channelplay Limited 

Channelplay Limited is a leading Channel Solutions and Retail Marketing Company that empowers brands to achieve success at the point of sale. The company offers a comprehensive suite of services, including promoter deployment, dealer loyalty programs, shop-in-shop design and implementation, and visual merchandising. Channelplay leverages its deep understanding of the Indian retail landscape to deliver customized solutions that drive measurable results for its clients.