Summary
Redington's ‘Karo Growth Ka Switch On' carries a strong function proposition. Considering that it is a business decision for the Distribution partners of Redington and business growth is THE agenda for them, this campaign landed well with the distribution partners. This is the first phase of the campaign which needs to be followed through with more segmented communication for onboarding distributors.
Challenge
The objective was to enthuse the current base of distributors at Redington to join the Redington Digital Platform. The platform promised a number of different benefits which could be very valuable to the distributors if only they would care to check it out. Our messaging needed to get them out of their inertia and to see all the upsides we had on offer.
Objective
The distribution of over half the IT products in India happens through Redington. However, their move towards a digital platform led distribution approach was still to take off. They had a huge number of distributors who bought and sold IT products from them but moving these same people to their digital platform was not proving easy. The distributors are of different sizes and also at different stages of growth & digital savvy, therefore the triggers that get them going are different. This segmented approach was to the adopted at the 2nd phase of the campaign. In the first phase we just wanted to address the overall inertia around moving to a digital platform by showing them all the benefits of joining the Redington digital platform.
Strategy
We wanted to present the fabulous benefits that the Redington Online Platform offered. Based on the feedback that we had about the distributors' desires – it was really the need for getting faster business growth that would trigger them to act and get on to the digital platform. And they are typically very competitive and they hate to be left behind. So we created a campaign which essentially presented the Redington Online Platform as the Growth Switch which would get them ahead in business. A number of individual features were captured including the availability of thousands of new products that could improve their sales, the convenience of digital ordering, the favorable economics of last minute ordering, etc. all of which lead to getting the ‘Growth Ka Switch On'
Data
In such cases where there is the need for converting an existing base of customers to a new habit. The early stages of adoption take a while longer. But once the base of conversions reaches a tipping point these conversions just multiply and the floodgates typically open up.
Solution
Results
There is a continuous conversion of distributors from the offline to online process. A fair percentage has already started trading on the platform and the strategy is being deepened / and made segment specific in order to onboard distributors and then keep them coming back to buy and trade on the platform regularly.
