Are your channel partners happy with their rewards?
Channel partners are the backbone of the retail sector and contribute 70-80 per cent to brands’ sales. But for the critical role played by them, are we appreciating them enough and giving them the due reward that they deserve? Distributors not being incentivized well is a common enough problem in the FMCG sector, this leads to them not being motivated and slowly will have an impact on the brand sales. All eyes are on the consumers and B2C marketing is an apple in the brand’s eye and B2B marketing becomes the ignored middle child who gets the hand me downs.