Case Study

Improved distribution performance and process with automation

A leading electronics consumer durable brand in India, operating through 260 distributors in 65 cities and providing a range of mobile phones and other consumer durable products to millions of customers through retail outlets and stores.

Consumer durable brand

Distribution process
Inventory & outstanding
Secondary sales


Client Challenge

SalesTrendz engaged with the client during a time when the mobile phone brands from China started rapidly capturing the market share threatening the dominant position of client brand. The pressure to compete let to pushing of inventory at distributor level and managing the distribution process became a key challenge. The fire fighting with distributors about their unsold inventory and outstanding balance became an everyday event as there was no mechanism to monitor the actual sales happening at distributor level. The client made several attempts to automate the secondary sales process on their own with little to no success. As secondary sales monitoring is highly fragmented and arguably one of the most complex and stressful process in consumer durable distribution, the client lacked a way to have live and reliable data from diverse sources.

The SalesTrendz Transformation

SalesTrendz was mandated to implement its distribution process automation solution (DPA) to centralise and automate the secondary sales across the client’s multiple distributors. DPA was able to automate sales and inventory related process at distributor level that integrated with client’s own inventory at each warehouse and outstanding payable by each distributor. The solution significantly accelerated the stock moment from distributors to retail outlets and improved the payment collections. The client was also pleased to see that our cloud software and app was able to effortlessly streamline the process of tracking unsold inventory against the outstanding for each distributor. The client now has visibility into sales happening at distributor’s level, identifying new strategies to win over competition from Chinese brands. And with live updates and chat that offers real time visibility into all stages of distribution, the client is able to constantly monitor distributor performance on real time basis- a feature not available when they handled distribution process manually.

The Results

Increase secondary sales against un-sold inventory by:
Reduce outstanding credit period by:
Increase stock turnaround ratio by:

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