Food & Staple Retail Execution
Services in India

Channelplay offers end-to-end retail execution services for FMCG brands, including Sales Force Automation (SFA), visual merchandising, in-store branding, retail audits, mystery shopping, planogram compliance, field force management, merchandiser and promoter training, and retailer loyalty programs. We work across modern trade, general trade, and kirana stores, helping brands improve on-shelf availability, brand visibility, and sell-through at the point of purchase.

Channelplay combines field force expertise with proprietary technology, offering SFA, VM, training, audits, and loyalty programs under one roof - eliminating the need for multiple vendors. With pan-India coverage, trained merchandisers, and real-time dashboards, we deliver measurable outcomes rather than just manpower. Our integrated approach helps FMCG brands achieve faster execution, tighter compliance, and better ROI compared to fragmented agency models.

Channelplay works with leading FMCG brands across food and beverages, personal care, home care, staples, confectionery, dairy, and tobacco categories. We partner with both Indian and multinational companies, from established market leaders to fast-growing challenger brands. Our teams have executed programs across diverse channels including hypermarkets, supermarkets, convenience stores, kirana outlets, and quick commerce dark stores.

Pricing is customized based on scope, scale, and complexity. Common models include per-outlet-per-visit pricing, fixed monthly retainers for dedicated field teams, project-based pricing for audits and activations, and SaaS subscriptions for SFA software. Factors affecting cost include geographic coverage, frequency of store visits, team size, technology requirements, and reporting depth. Contact us for a tailored proposal based on your brand's specific needs.

Channelplay can deploy merchandising teams within 2-4 weeks for most Indian cities, and within 4-6 weeks for pan-India rollouts covering metros, Tier 2, and Tier 3 markets. Our established recruitment network, training infrastructure, and technology stack enable rapid scaling. For urgent activations or seasonal campaigns, we offer expedited deployment options with pre-trained field force teams ready to execute.

Yes, Channelplay provides pan-India retail execution coverage across all trade channels - modern trade chains, general trade outlets, kirana stores, HoReCa, cash-and-carry, and quick commerce dark stores. We operate in all major metros, Tier 2 and Tier 3 cities, and rural markets across India. Our distributed field force and regional managers ensure consistent execution quality regardless of geography.

Channelplay uses proprietary Sales Force Automation (SFA) software combined with mobile apps for merchandiser tracking, GPS-based attendance, photo-based compliance reporting, and real-time store audits. Our technology stack includes image recognition for planogram checks, live dashboards for client visibility, route optimization, and integrated data analytics. All tools are customizable to match your brand's KPIs and reporting requirements.

We measure performance through KPIs like on-shelf availability (OSA), share of shelf, planogram compliance, price compliance, out-of-stock rates, and promotional execution. ROI is tracked via sales lift, distribution gains, visibility scores, and cost-per-outlet metrics. Clients receive real-time dashboards, weekly performance reports, and monthly business reviews with actionable insights to continuously improve retail execution outcomes.

FMCG brands typically see 15-30% improvement in on-shelf availability, 10-20% sales lift in covered outlets, and significant reduction in out-of-stock instances within 3-6 months of engaging a retail execution agency. ROI depends on category, coverage, and baseline performance. Beyond direct sales, agencies deliver value through better shelf share, faster new product launches, compliance visibility, and reduced internal management overhead.

Yes, Channelplay provides clients with real-time dashboards showing field team activity, store-level execution data, photo evidence, compliance scores, and KPI performance. Dashboards are accessible via web and mobile, customizable by region, brand, or SKU, and integrated with your existing systems where needed. Clients also receive scheduled reports and ad-hoc analytics support from dedicated account managers.

Channelplay follows a rigorous recruitment process with background verification, skill assessment, and category-specific selection. New hires undergo structured onboarding covering product knowledge, merchandising standards, planogram execution, customer interaction, and technology tools. Ongoing training includes monthly refreshers, performance coaching, and certification programs. Field teams are managed by experienced area and regional managers with clear performance metrics and incentive structures.

Yes, Channelplay is a full-stack retail execution partner offering integrated services - visual merchandising, Sales Force Automation, retail audits, mystery shopping, promoter training, and retailer loyalty programs - all under one roof. This integration eliminates vendor coordination issues, ensures consistent data flow, reduces costs, and provides a unified view of retail performance. Most FMCG clients consolidate multiple agencies into one Channelplay partnership.

Yes, Channelplay offers pilot programs typically spanning 1-3 months in select cities or outlet clusters before full-scale rollout. Pilots allow brands to validate execution quality, measure impact, refine KPIs, and build internal confidence before committing to larger engagements. We provide detailed pilot reports with performance data, learnings, and scale-up recommendations, making it easier for brands to make informed expansion decisions.

Minimum engagement varies by service - SFA software subscriptions start from smaller team sizes, while field execution typically requires a minimum of 10-20 merchandisers for operational efficiency. Standard contract durations range from 6 to 24 months, with most clients opting for annual contracts. Short-term projects like audits, activations, and mystery shopping can be scoped for 1-3 months based on requirements.

Channelplay ensures planogram compliance through trained merchandisers, photo-based audits, image recognition technology, and real-time reporting dashboards. Every store visit is GPS-verified and time-stamped, with before-and-after photos documenting execution. Our SFA app flags non-compliance instantly, triggers corrective action workflows, and generates compliance scorecards. Regular audits by independent teams validate results and drive continuous improvement in execution quality.