The rise of e-commerce and the marketplace have changed the entire business process of the industry, including the Fast-Moving Consumer Goods (FMCG) sector.

All business owners want to make their customers keep coming back because repeat business is vital for long term success. But let’s be honest here.

The relevance and advantages of digital marketing for the Fast Moving Consumer Goods (FMCG) industry are already evident. More and more consumers choose to shop for FMCG products on digital platforms from their homes rather than visiting physical stores. The COVID-19 pandemic has also accelerated this trend.

Today’s customers are often fickle because their attention is scattered here and there due to modern advertising, like retargeting. The internet and social media also make it easier for them to learn about other products or services from your competitors within a few clicks.

An exciting finding of loyalty programs shows that the average consumer is enrolled in 15 loyalty programs, but only active in half of them.

Why?

Traditionally, distribution networks owned by large FMCG companies have relied on channel partners like big distributors, sub-distributors, wholesalers to retailers to get to the end consumer. Therefore, all business models, including scale, margin, and market share, depend highly on channel partners and secondary sales channels.

Losing a customer is never good news for business owners. Unhappy customers can encourage them to do business with your competitor. And with the massive use of social media, they also tend to share their bad experience with a brand on their own account.

Are you looking for a way to drive more revenue growth and strengthen company's relationships with your channel partners like distributor or retailers?

A B2B incentive program can be a smart solution to effectively increase your distributors' loyalty, retention and ultimately, your revenue.

It's no secret that employees are a valuable asset in any business, and they come from different generations. The multigenerational workforce is certainly a challenge for businesses where Gen Z has started working in their first job while the baby boomers are about to retire.

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.