Brandtone’s Trader solution allows consumer brands such as Unilever, Diageo and Kellogg’s to create direct relationships with millions of independent store owners via their mobile phone, and this service has now been compounded by a deal which combines Accenture’s Route to Market solution that provides commercial intelligence and analytics with the former’s mobile marketing expertise.
Trade in developing and emerging markets is dominated by small ‘mom and pop’ stores (95 percent of retail sales in many countries), a notoriously difficult segment to reach at scale. Brandtone Trader allows brands to connect with, motivate, incentivise and reward independent retailers via their mobile phone.
During registration, store owners are asked to answer profiling questions, providing vital information about their store and how they do business. The rich data gathered allows future messaging to be highly targeted, providing the retailer with valuable information which will help to grow their business. Store owners are then sent ongoing personalised targets and messages through mobile which are tailored to their business goals. Brandtone Trader provides real-time performance data meaning these messages can be optimised and communication stays relevant.
Working together with Accenture and Brandtone, consumer brands will benefit from enhanced visibility, management and control of their distribution chain. Trader programs will enable brands to form long-term relationships with those who operate in the independent trade channel, allowing them to grow sales and widen distribution. In a number of emerging markets, where Accenture and Brandtone have already collaborated, brands have been able to reach more than 90 percent of the independent trader universe and increase sales by up to 20 percent.
Brandtone’s award-winning Trader solution has already seen huge success for the Irish-based Company in countries such as Colombia, Russia and India and now, through collaboration with Accenture, Trader will be scaled across multiple markets in Asia.
“We are delighted to team up with Accenture to bring our Trader solution to the Asia-Pacific region” said Donald Fitzmaurice, Chief Executive Officer, Brandtone. “Accenture’s value-added analytics and operational support services perfectly complement Brandtone’s understanding of how to build sustainable and actionable relationships with individual traders at scale. Using our mobile platform helps consumer brands to quickly drive growth in the world’s fastest growing markets.”
Teo Correia, senior managing director of Accenture’s Consumer Goods and Services practice, said: “The consumer goods and services industry will grow by as much as US$700 billion globally by 2020, with nearly 50 percent, or US$340 billion, of this growth coming from Asia. The opportunity for Consumer Packaged Goods (CPG) companies to grow is immense.
“Brandtone’s proven model combined with Accenture’s global scale, pace and deep analytics capabilities provides a unique proposition for our clients in the region and can help them to get and stay ahead of their competition”.