Less than a quarter of channel partners are engaged with brand

The study highlighted that while channel engagement helps in building steady
long-term relationships and even create new revenue streams, an overwhelming 78 per cent of channel partners who responded to the survey were vulnerable, unattached or felt trapped. After studying the behavioural patterns of 700+ channel partners across six sectors, the study concluded that only 22 per cent of channel partners in India are engaged, a staggering 49 per cent are trapped, 23 per cent are vulnerable, and 6 per cent are unattached.

While most marketing plans are obsessed with funnels, a latest study places the emphasis on channels.

A recent study by loyalty and engagement solution provider BI WORLDWIDE in association with Kantar stated that engaged and motivated channel partners enable brands to build steady, long-term relationships with customers and create new revenue streams for the business.

Understanding the ambitions and aspirations of channel partners is the first step towards cultivating strong and profitable channel partnerships, the report emphasised.

The study analysed the factors that engage and motivate channel partners to
give their best. After studying the behavioural patterns of 700+ channel partners across six sectors, the study concluded that only 22 per cent of channel partners in India are engaged, a staggering 49 per cent are trapped, 23 per cent are vulnerable, and 6 per cent are unattached.

Out of the 700+ channel partners who responded, around 69 per cent were
distributors and retailers and the remaining 31 per cent were influencers in the respective space, which included skilled workers, such as electricians, plumbers, painters, and mechanics.

The study concluded that the engagement level of channel partners in India is low using a parameter called the Affection Matrix, which analysed the strength of the relationship between channel partners and brands depends on two factors – performance and preference.

Based on these twin factors the outcome of the study put channel partners in
four different quadrants of the Affection Matrix, namely — Engaged, Trapped,
Unattached and Vulnerable.

On social media platforms, a whopping 93 per cent of channel partners shared information pertaining to experience based rewards, 64 per cent on travelbased rewards while only 3 per cent posted about cash rewards.

The study highlighted that aspirational rewards are a brand’s best investment. Travel, luxury, business infrastructure and utility rewards motivate channel partners and evoke a sense of emotional gratification and social creditability way greater than cash.

A significant 78 per cent of channel partners preferred receiving communication from brands through voice calls while around 50 per cent prefer receiving it through app-based messaging platforms such as WhatsApp.

“The relationship between a brand and a channel partner is of the utmost
importance, especially when almost every counter is a multi-brand counter.
Brands are investing heavily in pushing their products, whether new or existing channels or moving into new territories. In such a scenario, it becomes critical for brands to find a way to measure channel partner engagement for driving business KPIs,” said Siddharth Reddy, managing director, BI WORLDWIDE, India.