Digital Business

Lafarge Holcim

ec_main_acc — Tue, 27 Nov 2018 14:38:43 +0000

Lafarge Holcim ec_main_acc Tue, 11/27/2018 - 20:08

Lafarge Holcim

How we built a scalable product on the global level which, through loyalty programs, helped build and sustain relationships with retailers.

Channel Management
Enterprise Mobility Software
CRM & Loyalty Solutions

Client:

Category:

Background

Lafarge Holcim aimed to set up an accelerator hub to build and deploy strategic IT projects in different countries. This led to the birth of LeadRetail, a channel program initiative to gain market visibility and deliver loyalty programs to retailers across the globe. Navendor, a globally scalable product addresses this need by generating demand signals through loyalty programs while building & nurturing a long-term relationship with the retailers.

Objective

To set up an accelerator incentivized mechanism that generates market demand and strengthens relationship with the retailers.

The Challenge

Since most of the retailers of the industry in question are traditional in nature, it is vital for the proposed interface to be user friendly and simplistic while also generating cognizable value through the proposition to ensure sustainable adoption rates.

Approach

During market research, we found that retailers are finding it increasingly difficult to generate new leads. Also, most of the material is sold on credit & they find it cumbersome to keep track for collection. Going forward, we decided to address these 2 key pain points in our proposed solution- an amalgamation of Lead, Ledger and Loyalty Program Management modules & decided to pilot in select markets to generate feedback & improve product offerings.

Outcome

The proposed solution was piloted in India, Ivory Coast, Kenya & Morocco. It helped generate feedback and improve product offerings. We got more than 2100 retailers onboard from across the globe which helped the brand get a better understanding of the market & retailer behaviour thereby fostering business directions.

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Solutions

Digital Business

Client

Lafarge Holcim

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MRF

ec_main_acc — Tue, 27 Nov 2018 14:28:28 +0000

MRF ec_main_acc Tue, 11/27/2018 - 19:58

MRF Tyres and Services

How a digital solution simplified the tyre buying experience while it provided a premium in-store experience to MRF's customers.

Enterprise Mobility Solutions
Program Adoption
Analytics and Business Intelligence
Channel Management
Market Research and Strategic Consulting
Influencer Management

Client:

Category:

Background

MRF wanted to lift their brand imagery by building a seamless tyre buying experience for MRF Tyres and Services.

Objective

To make the entire tyre buying journey on MRF Tyres and Services more customer-centric in order to delight customers visiting MRF Tyres and Services.

The Challenge

We had to build a business process that provides a smooth transition between online & offline experience, in order to deliver a seamless tyre buying experience to the customer.

Approach

We discovered that the customers find it tedious to avail the existing tyre services due to their busy schedules. The goal was to build and deploy a digital asset that allows consumers to buy tyres and book service appointments online in a convenient & seamless manner. This enabled the customers to visit the store as per their convenience and get the tyres changed while also indulging in some engaging in-store experience. The activation thus resulted in a considerable drop in the waiting time of the customers while also helping them easily avail services like an all-inclusive annual maintenance contract to address the year-long tyre needs of the vehicle.

The initiative was also to empower the dealers with a CRM tool for retention and to increase the ticket size through service reminders along with empowering them with better in-store digital assets.

Outcome

We deployed this in 11 Cities across the country. We sold 6500+ SKU units sold over a period of 6 months.

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Solutions

Digital Business

Client

MRF

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Ambuja

ec_main_acc — Thu, 15 Nov 2018 14:31:16 +0000

Ambuja ec_main_acc Thu, 11/15/2018 - 20:01

With an annual turnover of over $1 billion, Ambuja is India’s leading cement company known for its hassle-free, home building solutions and sustainable development operations.

As strategic partners to them, we digitize their business operations across different verticals. And currently, we run a Channel Management Digital Transformation program to run their field force TSE operations across the country.

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Solutions

Service

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Link to Case Study

Ambuja Brahmaand

Castrol

ec_main_acc — Thu, 15 Nov 2018 14:30:40 +0000

Castrol ec_main_acc Thu, 11/15/2018 - 20:00

A subsidiary of British Petroleum Ltd (BP), Castrol is the largest manufacturer of Automotive and Industrial lubricants in the Indian lubricant market.

Over the past year, we helped Castrol create a direct communication channel with the influencer (mechanic) community. To that end, we built a tech platform that digitizes and tracks channel activities from the ground up. And as we speak, we are engineering solutions to help mechanics who have a non-transactional loyalty with Castrol.

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Solutions

Service

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Link to Case Study

Castrol

ec_main_acc — Tue, 16 Oct 2018 06:35:56 +0000

Castrol ec_main_acc Tue, 10/16/2018 - 12:05

CASTROL CONNEKT PROGRAMME

Unified digital platform for building a direct communication channel with the mechanics while digitising and tracking channel activities.

Channel Management
Influencer Management
Program Management

Client:

Category:

Background

Castrol wanted to connect directly with its advocates (mechanics) which would enable them to tap into their full potential. Building a network of advocates, Castrol wanted to positively impact sales & build a community of loyalists.

Objective

The ask was to establish a strong relationship with Castrol’s key influencers and build salience towards the brand to build a community of loyalists.

Challenge

Only a total of 20% of the advocates had access to smartphones and reaching out to the other 80% was a tough ask to say the least.

Approach

Field Marketing Representatives (FMRs) in the Castrol sales ecosystem have an inherent responsibility of developing & maintaining cordial relations with the mechanics along with executing trade marketing initiatives. We aimed to empower the FMRs by digitizing the mechanic universe, structuring data collection, and programming activation systems to provide better understanding among all personnels of the distribution system. The above mechanism had to ensure mechanic engagement & crisp flow of data that would build a strong salience towards the brand.

To achieve the above, we designed a unified digital platform for seamless flow of information that helped incentivize the mechanics based on their performance while helping Castrol achieve its objective.

Outcome:

This earned us a database of more than 1.6 lakhs over a period of 8-10 months, organic engagement with 50k mechanics in the first 3 months & an enhanced view of garage-level market potential to drive regional acquisition/retention strategies.

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Solutions

Digital Business

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Ambuja Brahmaand

ec_main_acc — Tue, 11 Sep 2018 12:11:25 +0000

Ambuja Brahmaand ec_main_acc Tue, 09/11/2018 - 17:41

Ambuja Brahmaand

A non-monetary loyalty program for Ambuja's key influencers--Contractors.

Enterprise Mobility Solutions
Program Adoption
Analytics and Business Intelligence
Channel Management
Market Research and Strategic Consulting
Influencer Management

Client:

Category:

Background

As a key provider & player in the cement manufacturing industry, Ambuja’s Technical Service Engineering (TSE) team had the onus of building relationships with its influencers (read: contractors) with the objective of generating new leads, influencing home builders, and monitoring and tracking progress of various projects undertaken by them.

Objective

To build a digital platform for the TSEs that helped them create deeper relationships with the key stakeholders (channel partners) and generate leads in the process.

Challenge

The nature of communication with each stakeholder needed to be carried out with different objectives in mind. Therefore, the challenge was to create a digital platform that would let TSEs & stakeholders seamlessly collaborate and manage access-based control at different levels of communication.

Approach

The two key tasks of the app were to act as currency to influence the stakeholders & impact information flow in the channel. With the TSEs at the heart of the digital ecosystem, we envisioned a platform that could provide one point connect to all the influencers. The TSEs were further empowered by slotting the stakeholders in distinct apps to keep the ecosystem active which resulted in a transformation in information flow across the supply channel ecosystem. The first phase was focused mostly on the contractors, during which we created apps such as Gyaansagar, Gruharachna & Estimator that empowered contractors to close deals with end consumers. Finally the Darpan app gave them social currency to strengthen their own portfolio.

Outcome

The information flow across Ambuja channels changed from being just top-down to bottom-up as well. It influenced stakeholders as data was available real time & by nature, measurable. The intelligence developed through the app made conversations with each stakeholder more result-oriented.