Companies use a complex network of channel partners to enhance reach viz. distributors, wholesalers, retailers, etc. Using direct channels is more profitable for brands; nonetheless, they use indirect channels to sell their product. The reasons are obvious. It’s not possible for a principal company to deal with each retailer as it’d require massive field force. The channel partners handle logistics and credits in the market which again is not feasible for a big brand. Instead of micromanaging such things, the principal company would rather focus on their core competence(branding R & C etc.) instead of spending energy to reach every nook and corner of the country or sales geography.
To drive sales through channels, the principal company requires a lot of marketing support. This means branding material deployment and In-store demonstrators or promoters. It’s imperative for you, as a business, to measure the effectiveness of your marketing support. ARMS promptly helps you by tagging all such expenses at individual store level. When combined with sales numbers, already being captured, it helps in store level granularity to ROI measurement. You can’t do away with channel partners, but you can definitely reduce or control costs of channel sales, making the most out of every penny.
More often than not, principal companies deploy promoters at the stores and field personnel for collecting orders to improve the sales number of their products. The more the number of Feet on Street (FOS), the bigger the problem of managing and tracking each one's activities. You may assign a supervisor to follow the movement of the field personnel; however, it’s ineffective when you have no way of determining their presence at a particular location. Besides, there’s hardly any way to ensure adherence to a beat plan. Usually, FOS are not literally on the street but on the phone to avoid the hassle of traveling. It’s virtually impossible to push compliance and ensure if they are in fact doing their job sincerely. ARMS solves all these common problems. You can check and keep real-time track of your FOS. You know when they enter the store and when they leave it, how many sales they make and when, if they are following the beat plan or communicating with store owners via phone. ARMS capture the geo-location, date and time of your FOS and ensures compliance of your field force. Thus, helping you assign resources to regions as per the business requirement and inculcating appropriate business behaviors to your field force.
When managing a channel, managing incentive claims and payments also come across as a huge challenge. Besides, tracking performance of each channel and designing a scheme to boost channel sales further complicates issues. Just like other businesses, you may also be using Excel spreadsheets to manage incentive claims and payments. It may help you keep your costs low but it ups the problem of managing data and using it to achieve business goals. Raw data needs to be turned into meaningful data and try to figure out trends, problem to make any informed business decision. Time consuming. Isn’t it?
On the other hand, ARMS comes packed with analytics providing you deeper insight into channel utilization, sales outcomes, partner engagement, and product profitability. You don’t have to manually arrange data in order to make sense out of it. Besides, ARMS help you customize your partner programs and focus on partners and products that work well. You know where to work and allocate resources accordingly.
ARMS is a single solution to your multiple problems related to FoS. Monitor, track and observe all the activities of your field force and measure the RoI deploying ARMS.