BI WORLDWIDE India and KANTAR Unveil a First-Of-Its-Kind Channel Partners Engagement Research in India

Delhi, March 14, 2023: BI WORLDWIDE, a world chief in loyalty and engagement options, carried out the first-of-its-kind analysis, in affiliation with KANTAR, the world’s main advertising and marketing information and analytics firm, to analyse what evokes, engages, and motivates channel companions in India. The purpose was to leverage insights from the analysis to create sturdy and dependable instruments for manufacturers to grasp, measure, and strengthen their channel associate relationships.

BI WORLDWIDE and KANTAR are excited to unveil this distinctive and in-depth analysis at a digital launch right this moment, together with inspiring loyalty and engagement area leaders, market analysis consultants, and business stalwarts. The analysis focuses on channel companions’ perspective, to spotlight key drivers of channel associate engagement, influence of rewards on channel companions, research-based framework to measure engagement, and new-age channel associate communication preferences.

Speaking in regards to the analysis, Mr. Siddharth Reddy, Managing Director, BI WORLDWIDE India said, “BI WORLDWIDE India commissioned KANTAR to pioneer a first-ever, in-depth analysis in the loyalty advertising and marketing business, carried out at this scale. The analysis brings concentrate on a holistic relationship between manufacturers and channel companions. Together, we endeavoured to establish the elements that have an effect on channel associate engagement and developed a framework that allows manufacturers to measure and optimise engagement.”

Likewise, Mr. Biswapriya Bhattacharjee, Director, B2B & Technology, Insights Division, KANTAR India said, “The analysis is actually one-of-its-kind and delves deep into channel companions’ mindset to grasp what evokes and motivates them to provide their greatest. Brands can design results-oriented channel loyalty packages when knowledgeable by insights from a methodical and scientific analysis. KANTAR is delighted to have partnered with BI WORLDWIDE India to deliver collectively a plethora of such data-backed insights and views on secrets and techniques to win over channel companions.”

Research Approach

Through in-depth interactions and scientific processes, the analysis analysed the behavioural patterns of 700+ channel companions throughout six outstanding industries in India – Agriculture, Pharmaceuticals, Automotive, FMCG, Oil & Gas, and Building & Construction. Around 69% of those channel companions have been distributors and retailers, whereas 31% have been influencers, together with expert employees, resembling electricians, plumbers, painters, mechanics, and day by day wagers.

Commenting on the distinctive analysis, Mr. Sukesh Jain, CEO, BI WORLDWIDE India said, “We handle channel loyalty packages for a few of the main world and Indian multi-national commerce manufacturers and present them with confirmed and outcomes oriented options. BI WORLDWIDE’s channel companions engagement analysis not solely offers insights on strengthening manufacturers and channel companions relationship but additionally helps shoppers and different manufacturers to measure engagement via analysis based mostly mannequin and answer framework. We imagine in turning inspiration into actual enterprise outcomes, and the outcomes of this in-depth analysis assist domesticate significant, worthwhile and lasting channel associate relationships, driving bigger market share and in flip constant income development for manufacturers.”

Key Research Takeaways

The analysis uncovers key statistics and insights that manufacturers ought to think about when designing and implementing their channel loyalty and engagement packages to drive higher ROI:

• A staggering 78% of channel companions in India will not be engaged.
• 8 key drivers of engagement affect a model’s relationship with its channel companions – Operational Excellence, Rewards & Incentives, Recognition, Learning, Brand Affinity, Communication, Well-being, and Events.
• Focusing holistically on all of the 8 drivers helps manufacturers foster robust and worthwhile channel associate relationships.
• Brands can measure the energy of channel associate engagement, leveraging BI WORLDWIDE’s distinctive mannequin, developed in session with KANTAR, known as the Affection Matrix.
• Basis efficiency and desire, channel companions will be positioned in 4 totally different quadrants of engagement of the Affection Matrix – Engaged, Trapped, Unattached and Vulnerable.
• A whopping 49% of channel companions really feel ‘Trapped’ with the manufacturers they work for i.e. they like the model although they aren’t happy with it.
• Brands can maximise channel associate engagement utilizing BI WORLDWIDE and KANTAR’s jointly-developed, IBC (Invest, Build, and Consider) answer framework.
• 68% of channel companions are extraordinarily happy with travel-based rewards, adopted carefully by luxurious rewards at 66%, and enterprise infrastructure-related rewards at 64%.
• A model’s greatest guess is to speculate in a strategic mixture of rewards that covers the complete efficacy scale – transactional, practical, and aspirational – to amplify channel companions’ loyalty.
• 50% of channel companions want receiving enterprise communication via app-based messaging platforms, resembling WhatsApp and 50% use social media platforms, resembling Facebook, Instagram, and so on.
• Voice, Messengers, and Apps are the mediums to think about whereas growing channel companions’ communication methods.

The analysis is a deep dive into channel companions’ expectations and equips manufacturers with fashions to optimise their channel loyalty packages in a complicated and layered market like India.