Distributor Network Expansion
Expanding Pan India Distributor Networks for Emerald Jewelry - Asia’s 4th Largest Silver & Gold Manufacturer.
2.5 ton
Revenue increase
88+
high-caliber distributors successfully converted.
30%
Reduction in onboarding cost
Background
The jewellery market, known for its complexity and traditional business models, faced challenges in
expanding distributor and retailer networks efficiently.
Emerald Jewellery sought to overhaul their onboarding process to increase market share and streamline
operations.
Objective
To demonstrate the strategic and operational prowess of our onboarding process, to not only enhance distributor network but also drive sales and brand loyalty in the jewellery market.
Initial Assessment.
Key Facts
Annual sales was 3.5 tons of silver jewellery for the last 10 years.
Baseline production above, signifies their existing sales capacity.
Sales team spent almost one-fourth of their time chasing unqualified prospects
Baseline production above, signifies their existing sales capacity.
Total production capacity stood at 20 tons per year
Potential to scale up to 20 tons annually, shows untapped opportunity
30% of time is spent on various preparatory and administrative activities
Baseline production above, signifies their existing sales capacity.
Appointment of distributor through
Cash and Carry Only
SFX
Goals Set
Aimed for an additional annual production and sale of 1 ton.
Achieve a significant boost in Emerald’s sales output
Aimed to enhance Emerald’s presence among target customers.
Expand market reach and presence
Aimed for real time tracking, data-driven insights, ensuring informed decision-making.
Ensure performance measurement and improvement
Aimed for implementation of automation and other technology to streamline sales operations.
Implement technologyand automation
SFX’s approach.
A Three-Fold Growth Plan
Strategy Enhancement & Development
Increase Operational Efficiency
Increase Distribution Network
SFX’s approach.
Strategy Enhancement & Development
We honed in on strategically chosen locations with untapped market potential, guided by in-depth demographic and market analyses.
Our comprehensive market survey of the jewellery sector yielded valuable insights into target audience’s behaviour, competitive dynamics, & prevailing trends, laying the groundwork for a targeted marketing approach.
We rolled out an innovative multi-channel brand awareness campaigns that harnessed the power of social media, influencer collaborations, and targeted ads, achieving an impressive reach of over 389,000 potential partners.
Our integrated inbound and outbound strategies generated a high volume of inquiries, with 1,227 inbound and over 600 outbound, significantly exceeding industry expectations.
A carefully crafted qualifying matrix ensured the selection of distributors with the highest potential for success, aligning with our client's brand values.
To cement these relationships, we deployed custom CRM systems and retention initiatives, fostering enduring engagement and securing repeat business.
SFX’s approach.
Operational Efficiency
Enquiry Handling: A streamlined process was established to manage the surge in distributor inquiries, enhancing response times and engagement.
Cost, Time, and Effort Reduction: Our approach reduced onboarding costs by 30%, cut down onboarding time by half, and minimized effort through automation.
Intent, Accuracy, and Conversion Precision targeting and personalized engagement strategies led to a 40% increase in conversion rates.
Operational Efficiency -
Technology Intergration
Omni Channel
An omni-channel platform was deployed, enabling real-time communication and swift resolution of distributor concerns.
Cross-Department Collaboration
Proprietary software facilitated seamless collaboration across sales, marketing, and support teams, ensuring a unified approach to distributor management.
Operational Efficiency -
Standard Operating Procedures
Implementation:
Standard Operating Procedures (SOPs) were introduced to standardize telecalling and sales processes, enhancing efficiency and consistency.
Conversion and Retention
These SOPs were instrumental in improving conversion rates and ensuring high retention of newly onboarded distributors.
Operational Efficiency -
Distributor Empowerment
Retailer Onboarding:
Distributors were equipped with tools and training to effectively onboard retailers, expanding the brand's footprint.
Marketing Support
A suite of marketing collaterals was provided to empower distributors in local market penetration.
Incentive Plans
Attractive incentive schemes were crafted to motivate retailers, driving sales and brand loyalty.
Omni-Channel Distribution
Offers and catalogues were disseminated through an integrated omni-channel approach, ensuring consistent brand messaging.
SFX’s approach.
Distributor Network - Brand Collaboration
Tech-Enabled Communication
Advanced communication tools were adopted to foster transparent and continuous dialogue with the brand.
Automated Processes
Automation of routine tasks enabled the brand to focus on strategic growth and distributor engagement.
Results
Delivering tangible results for our Emerald Jewellers - Zilara
399
Distributor Meetings
A total of 399 strategic meetings were conducted, leading to a deeper understanding of distributor needs and expectations.
80
Distributors Converted
Out of these engagements, 88 high-caliber distributors were successfully converted.
2 tonnes
Orders Placed
These efforts culminated in a significant order placement of 2 tons, indicating strong market demand and distributor confidence.
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