Consumer electronics companies are under huge pressure to compete in an increasingly crowded marketplace. The challenge is not only to reach ever more discerning customers and drive footfall into retail stores, but also in meeting customer expectations relating to the brand experience. And all this whilst increasingly ‘one step removed’ from the customer; given that the proportion of total indirect sales is expected to continue to rise over the next two years.
A ‘one size fits’ all reward and incentive approach to the channel is no longer sufficient. Automating data collection, simplifying the way in which vendors work with partners to secure sales, and building compelling reward / success programmes is more likely to be the way forward.