It is common belief that channel partners or distributors become an intermediary between companies and end-users. No matter how good the products are, the companies cannot succeed if the channel partners in the supply chain are not motivated to distribute the products at the right time and target market. 

A channel incentive program is an initiative to incentivize your channel partners to drive more sales. This program is usually designed to change distributors or dealers’ behavior to encourage loyalty to your business, promoting and selling your products as opposed to the competitors.

FMCG is a popular business sector because it has high consumer demand for a wide variety of products.

Today's channel partnerships are more complex. Your customers have longer purchasing cycles, and immediate access options and information that influence their purchasing decisions.