Capillary Re-imagines Consumer Goods Distribution With Direct to Retail Solution

BENGALURU, February 6, 2018 /PRNewswire/ --

The solution, used by brands like Walmart India, helps brands to increase retail reach, reduce stockout and run better trade promotions

Indian Consumer Goods / FMCG distribution has always been a dynamic and complex affair due to multiple tiers in the structure with CFA's, Dealer/Distributors, Wholesalers and the end Retailers spread across the entire country with different states / geographies having their unique characteristics. Hence, most FMCG brands have always been using Reach and Coverage as the two prime levers to increase share. The recent developments like GST along with the rapid proliferation of cost effective telephony (4G, Jio) have created opportunities for brands to streamline their distribution network and increase reach in an efficient manner to win in the marketplace. Companies are trying to reach the Kirana Shop Retailers directly to the extent possible to influence sales instead of relying on wholesale distributors and other tiers in the network.

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Multiple experiments and pilots are being conducted in the Indian and South East Asian Market place by the FMCG and similar consumer industries companies to interact with the retailers more optimally and increase uplift. The common assumption in most of these pilots are that the average Indian Kirana Shop owner is a time starved person who will not have more than a few minutes to talk to the sales representative of a FMCG Major and will be more concerned about getting his customer out of the shop happy after buying goods from him.

While all these experiments are on, one inference is possibly agreed by all. The ordering mechanism or the technology aspect is sort of taken as a given, it is possible; the challenge is in making the mechanism worthwhile to the retailer and sticky.

Capillary Direct to Retail (D2R) is a ready-to-deploy platform and an app that can enable brands reach directly to their retailers via their distributors, enabling digital transformation of distribution channels covering orders, promotions, recommendations and loyalty. Brands can expand their retail footprint with anywhere, anytime ordering functionality for their sales associates and distribution partners. They can ensure distribution partners are 'well-stocked' with automated and personalized product recommendations, enable ROI driven trade promotions based on data backed intelligent personalization and analysis while also rewarding their distribution partners intelligently to foster greater channel loyalty.

Capillary also provides an analytics platform built on AI and Machine Learning that can provide instant actionable insights to the sales leadership as well as the feet on the ground to effectively push sales across channels. These can be in the form of personalization - identifying the right category / SKU / Promotion to be pushed in the right channel / retailer level, Complex Trend Analytics - using machine learning to isolate and identify granular trends from complex sales signals and generate alerts and actions instantly when the sales person is at the retail shop and tracking SKU, product performance and projections at a granular level. The aim is to give the FMCG Brands the analytical power to actively orchestrate and drive the sales execution in the field instead of doing a lot of post facto analytics.

"We are excited to do a public launch of Direct to Retail Product. This is our 10th year of existence and we have served 300+ global brands and retailers across 30+ countries. It's a great time to foray into Consumer Goods, which is ready for digital disruption. Brands like Walmart India has been using Direct to Retail solution and has seen significant benefits," quoted Aneesh Reddy, Co-founder and CEO, Capillary Technologies.

"Capillary, given its long and rich history in helping all retailers in the developing world to reach closer to their consumers, is poised well with its solutions and innovations to help Brands reach and effectively engage with their customers (retailers) and end consumers through digitization, and actionable insights powered by analytics, AI and ML," quoted Jayaraman Krishnamurthy, General Manager and Business Head, Capillary Technologies. 

About Capillary Technologies 

Capillary technologies solutions help businesses get ahead of the digital evolution and stay 'Always Consumer Ready'. Over 300 marquee brands across 30+ countries, including Pizza Hut, VF Brands, Walmart, Al-Futtaim, KFC, Starbucks, Madura Garments, Courts and Samsung, trust Capillary to enable easy and seamless consumer experiences. With over 300 million consumers and 25,000 stores on the platform, Capillary is Asia's leading SaaS product company. Over 700 Capillary associates across 11 global offices are continually innovating to find new ways for brands to make their consumers' lives easier, and experiences memorable.

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Media Contact:
Palash Arora
Marketing Head - India
Capillary Technologies

SOURCE Capillary Technologies India Private Limited

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