Pigeon, a leading name in the baby care niche in India, was on a mission to streamline its retail sales strategy and strengthen its market presence. This case study delves into the impressive results achieved through this initiative. Within three months, Pigeon doubled its outlet footprint, showcasing the remarkable effectiveness of the implemented strategy. This expansion and other vital improvements led to a significant sales volume increase exceeding 100% in the first quarter.
Customer’s Background
Pigeon, a leading brand in the baby care industry, has long been recognised for its high-quality products and commitment to infant care. Established in 1957, Pigeon has built a strong reputation globally, providing a wide range of baby care products such as nursing bottles, nipples, baby wipes, skincare products, and more. In India, Pigeon aimed to elevate its retail sales process to align with its global standards of excellence and ensure sustained growth in this dynamic market.
Pigeon’s Ambitious Goal
Pigeon sought to enhance its market strategy in India by transitioning from a brand-driven "pull" approach to a sales-driven "push" strategy. The main objective was solidifying their market position and ensuring sustained growth by leveraging a stable, customisable solution to boost sales productivity and gain clear insights into expansion and sales volume.
Some of the key focus areas were:
- Optimising the Sales Process: This was to streamline the sales process to ensure the brand's efficiency and rapid market growth.
- Effective Sales Territory Management: Focused on strategically mapping the territories and outlets for maximum coverage and productivity.
- Robust Data Management: Implementing a well-balanced system to track distributor information, product categories, and SKUs accurately.
- Real-Time Sales Insights: Access to real-time analytics was paramount for effective decision-making and strategic planning.
- Enhancing Sales Executive Productivity: Equipping sales executives with relevant tools to improve their efficiency in daily attendance, retailer stock, secondary orders, and brand visibility.
1Channel’s Approach: A Comprehensive Solution
At 1Channel, we cross-examined each of Pigeon's goals and came up with a comprehensive config-driven system. The approach was designed to achieve Pigeon's goals systematically and deliver measurable results.
Here’s a detailed outlook into the implemented approach:
1. Mapping Territories and Outlets: One of the initial steps involved mapping territories and outlets for Sales Executives (SEs). This translated to optimal coverage and maximised each SE's productivity. By strategically mapping the territories, 1Channel ensured that SEs could work more efficiently within their designated areas, reaching more retailers and enhancing market presence.
2. Uploading and Mapping Master Data: We also uploaded and mapped master data, including distributor information, product categories, and SKUs. This was one of the most important steps in the process since it enabled us to organise and manage vast amounts of data effectively. The structured data enabled Pigeon to gain insights into its product performance and distributor networks, facilitating better inventory management and sales strategies.
3. Configuring a User-Friendly Mobile App: A user-friendly mobile application was configured for SEs to capture critical data in real time. This app allowed SEs to:
- Record daily attendance
- Track retailer stock levels
- Log secondary orders
- Capture brand visibility at retail outlets
The mobile app streamlined the data collection process, ensuring that SEs could input information quickly and accurately, thereby reducing administrative burdens and increasing their focus on sales activities.
4. Comprehensive Training Sessions: 1Channel conducted comprehensive training sessions for SEs to ensure smooth adoption of the new system. With this comprehensive session, we trained the sales executives about every aspect of the mobile app and data management processes, equipping them with the knowledge and skills to use the tools effectively.
5. Creating an Interactive Dashboard: An interactive dashboard was created to provide summarized sales metrics. This dashboard allowed Pigeon's management to monitor sales performance in real time, identify trends, and make data-driven decisions.
Some of the main elements presented in the dashboard were:
- Sales volume trends
- Territory-wise performance
- Product category insights
- SE productivity metrics
6. Sharing Regular Progress Reports: Regular reports were shared with Pigeon's management to encourage system adoption and track progress. These reports highlighted key performance indicators (KPIs) and provided actionable insights for continuous improvement.
Outcome: Doubling Outlets, 100%+ Sales Increase, Improved Replenishment & Retailer Relationships
The successful implementation of 1Channel’s comprehensive solutions has improved the market presence and internal growth in the company’s baby products vertical within a few months.
Here’s a detailed look at the outcomes and the benefits:
1. Doubling Outlet Counts: Within three months, Pigeon's sales executives covered double the retail outlets. The efficient mapping and streamlined processes enabled SEs to reach more retailers, expanding Pigeon's market presence significantly.
2. Increased Sales Volume: Pigeon experienced a remarkable increase in sales volume, with over 100% growth in the first quarter. The sales-driven "push" strategy, supported by real-time data and insights, empowered SEs to drive higher sales and improve overall productivity.
3. Enhanced SE Productivity: The tools and training provided by 1Channel led to higher discipline and productivity among SEs. The mobile app's ease of use and comprehensive data capture capabilities allowed SEs to focus on sales activities rather than administrative tasks.
4. Real-Time Retailer Stock Visibility: Real-time visibility into retailer stock levels improved replenishment planning and inventory management. This ensured that Pigeon’s products were always available at retail outlets, reducing stock-outs and improving customer satisfaction.
5. Improved Sales Insights: The interactive dashboard and regular progress reports gave Pigeon's management deep insights into sales performance. This enabled data-driven decision-making and the development of effective sales strategies.
6. Strengthened Retailer and Distributor Relationships: Planned market visits and regular reporting helped strengthen relationships with retailers and distributors. The improved communication and transparency fostered trust and collaboration, contributing to Pigeon's long-term success.
The successful implementation of 1Channel's solution has positioned Pigeon for continued growth and market expansion in India. Looking ahead, Pigeon can leverage the robust data and insights from the new system to refine its sales strategies and explore new opportunities.
Final Words
The collaboration between Pigeon and 1Channel stands as an example of the transformative power of innovative retail solutions. By adopting 1Channel's configurable system, Pigeon successfully enhanced its sales processes, doubled its retail sales and retail outlet coverage, and quickly increased its sales volume. The strategic shift from a brand-driven approach to a sales-driven strategy, supported by real-time data insights and efficient territory management, has positioned Pigeon for sustained growth and success in India's competitive baby care market.
