June 2019

Interacted with few distributors of Page Industries

By ANKIT KEDIA

Key takeaways

We interacted with a few distributors of Page Industries across categories. Here are the changes in the last 6-9 months to drive sales:

• Sales officer appointed for every area. They will attend to the top 20% retailers (c.40) personally, and take orders from them.
• Distributor Sales Officer provided with a tablet to take orders from retailers. Will take photos of the shops they visit, helping Page track every retailer, order, repeat order, etc. These personnel have a target to visit 90 stores per week, which is tracked by Page Industries. The ‘beat plan’, i.e. store visit plan, is given by the company.
• Incentives provided to Distributor Sales Officers on achieving monthly target: This will increase retail touch points and push new products at existing counters.
• Distributor Sales Officers have been given training twice a year.
• New target structure for distributors:
  • On achieving monthly target – 1% extra margin.
  • On achieving 10% annual growth – 1% extra margin
  • On achieving 15% annual growth – 2% extra margin
  • On achieving 20% annual growth – 2.5% extra margin (minus the monthly extra incentive).
• Stopped taking returns from retailers. Now customers/retailers need to call customer service if there are any product complaints and the company picks up the stock directly from the retailer/customer.
• Page has given some sportswear items to modern classic distributors from April 2019 in order to grow this segment.
• It has made a separate kids division from April 2019. Previously, it had only four products; now all products are available.
• Aggressive schemes for retailers in the last 6 months – offering high incentives on achieving slab-based targets.