Cash incentives to farmers make turnaround sales for Tata Rallis in rural market
Users
Introducing the users of the campaign;
- Tata Rallis campaign was launched to engage farmers and retailers in Farm Essentials vertical
- The key geographies covered in this campaign were Punjab, Haryana, UP, and Bihar
Ultimate Goal
- Tata Rallis wanted to promote their flagship products in the “Dhanya” seeds division, Millet and Maize, during the peak season
- The client needed to encourage sales over the competition in their seed division
- Also, the campaign would help them procure enriched farmers’ and retailers’ databases for future consumer engagements
Campaign Overview
The campaign objective in deploying a technology platform was to attract more farmers to pick the product, as it is a seasonal product with heavy competition. Although the client ran a loyalty program of giving Paytm vouchers, read along why a different approach was required to engage the farmers and retailers.
Challenges
- Sproxil found out that farmers did not use mobile phones or Paytm extravagantly, so they needed a direct method to gratify them with instant cash rewards
- The technological hindrance made it impossible for the clients to reach farmers directly
Issues Resolved
- We found out that the most approachable way to reach farmers was through their network ofretailers
- In lieu of digital rewards like Paytm, we opted for cash coupons for instant gratification to the farmers
- Retailers helped to abridge the client and farmers’ gap
Solution
- Cash Coupons with UNIQUE QR CODE for Millet and Maize were placed inside the seed’s boxes Farmers, after they return the cash coupons, get instant cash from the retailers
- Next, retailers scanned the QR Code on the cash coupons and entered their Registered Paytm number to receive the cash in their bank or Paytm account with a 10% loyalty bonus
- The client engaged retailers and farmers in the same campaign to create an enriched first-party dataset for future consumer engagements
Outcome
Sproxil provided the desired momentum for the clients to boost their sales over its competition during peak seasons.
Sproxil specializes in running trade loyalty, consumer campaign, channel partner programs, and trade influencers campaigns.
