SOLUTION

With Neogrid, the dynamics of actions conducted with distributors have changed to rewards for actual performance. “We offer the incentive, but the distributor needs to reach the goal that we set together, and then we give the rewards for a campaign. This is very powerful!”, celebrates Glenda Mokreys, Head of Marketing.

“The solution that offers the view of the indirect channel is really complete. We use it to have a managerial view of the product categories, to promote actions with distributors, evaluate what was sold and, eventually, even reward them,” highlights Fabiana Margadona, Product Manager. Halisson Carvalho, Product Manager, reinforces the importance of using the solution: “today, our primary use is to monitor performance, sell-out and sales actions”.

Neogrid is linked to Clube Rich’s. A rewards club focused on the distributor that uses the information provided by the Neogrid solution to monitor the metrics of new products, focus products, sales assertiveness and other indicators related to the indirect channel.

One of the team's concerns was losing or overlapping customers due to recent acquisitions, but exactly the opposite happened: "By reading the EIN's by category, instead of losing customers, we were able to grow in both product categories independently, a very important benefit,” points out Glenda.

According to Filipe, using sell-out information through Neogrid was one of the achievements they built throughout the year to change the way the sales team relates to the distributor, an innovation for the company. He adds: “if I could talk about benefits for the distributor, I would highlight the sales campaigns that are linked to sell-out, with individual goals for the distributor's own sales team. Thus, everyone is engaged in making information available, generating gains for both manufacturer and distributor”. 

Glenda Mokreys

Head of Marketing

Glenda Mokreys

Head of Marketing

SOLUTION

With Neogrid, the dynamics of actions conducted with distributors have changed to rewards for actual performance. “We offer the incentive, but the distributor needs to reach the goal that we set together, and then we give the rewards for a campaign. This is very powerful!”, celebrates Glenda Mokreys, Head of Marketing.

“The solution that offers the view of the indirect channel is really complete. We use it to have a managerial view of the product categories, to promote actions with distributors, evaluate what was sold and, eventually, even reward them,” highlights Fabiana Margadona, Product Manager. Halisson Carvalho, Product Manager, reinforces the importance of using the solution: “today, our primary use is to monitor performance, sell-out and sales actions”.

Neogrid is linked to Clube Rich’s. A rewards club focused on the distributor that uses the information provided by the Neogrid solution to monitor the metrics of new products, focus products, sales assertiveness and other indicators related to the indirect channel.

One of the team's concerns was losing or overlapping customers due to recent acquisitions, but exactly the opposite happened: "By reading the EIN's by category, instead of losing customers, we were able to grow in both product categories independently, a very important benefit,” points out Glenda.

According to Filipe, using sell-out information through Neogrid was one of the achievements they built throughout the year to change the way the sales team relates to the distributor, an innovation for the company. He adds: “if I could talk about benefits for the distributor, I would highlight the sales campaigns that are linked to sell-out, with individual goals for the distributor's own sales team. Thus, everyone is engaged in making information available, generating gains for both manufacturer and distributor”. 

RESULTS

Filipe recalls the beginning of the partnership between Rich's and Neogrid: “The project started envisioning 15 connected distributors and, due to the team's focus and the benefits provided by the tool, we expanded the operation to more than 30 connected distributors, also expanding the analyzes and benefits in other channels; a very positive aspect that proves the effectiveness of using the solution”.

Today, distributors are able to gather - through more specific analysis within Rich's portfolio - opportunities for their businesses. Sales meetings are constructive, based on reading information focused on decision-making, using the distributor's own numbers. “Our growth comes from the value proposition we adopt with each distributor, and it increases every time we focus on what provides value to both,” explains Filipe.

The numbers prove it: there was a 37% sell-out increase in R$ (January to September 2021 compared to the same period in 2022), while the sell-out evolved by 19% considering units in the same period. In March 2022, the Neogrid team mapped, together with the Rich's sales team, sales assertiveness opportunities for distributors. Until September, it is possible to see a 14% growth in the sales assertiveness indicator in 2022 versus 2021. “Here at Rich's we see a lot of value in the Neogrid solution. It gives us greater visibility, helps us measure performance and we can take action more effectively and pay distributors based on actual performance,” concluded Glenda.