300% Revenue Growth for Turtle Wax

In August 2024, Turtle Wax hit a significant milestone of an average 105% achievement of its sales target for the past one year while continuing to witness strong and steady revenue growth. With a focus on maximising efficiency through systematised management and cutting-edge technology, Channelplay has played a key role in achieving this aspirational target for Turtle Wax. This case study explores how Channelplay’s end-to-end project services, including payroll, recruitment, sales tracking, and daily management, have resulted in remarkable productivity increases, reaching an average per-person revenue of ₹53,000.

Client's Requirements

Turtle Wax, a leader in car care products, aimed to elevate its sales performance to reflect the high quality of its products. They had specific needs:

1. Building an Offline Sales Team: Turtle Wax required the establishment of a skilled offline sales team to engage directly with customers, manage relationships, and drive sales through face-to-face interactions.

2. Hiring Industry-Specific Candidates: They sought candidates with specialized experience and knowledge in the automotive care industry to ensure effective product representation and sales.

3. Identifying a Sales Strategy: A tailored sales strategy was needed, one that aligned with market trends and consumer behavior to optimize sales approaches and achieve significant growth.

Why Channelplay?

With 17 years of experience in end-to-end sales team management, Channelplay was the ideal partner to deliver Turtle Wax’s ambitious goals. Our proven track record in retail and sales management, combined with our cutting-edge technology, enabled us to exceed client expectations in both operational efficiency and sales outcomes. Turtle Wax selected Channelplay for the following reasons:

1. Comprehensive Program Management: From recruitment to payroll and daily sales tracking, Channelplay’s holistic approach ensured seamless execution across multiple regions.

2. Proven Recruitment Excellence: Channelplay maintained a hiring turnaround time (TAT) of less than 21 days, ensuring the swift acquisition of top-tier retail talent.

3. State-of-the-Art Technology: Our tech-enabled solutions, including 1Channel and 1Office, provided real-time insights and optimized resource allocation, thereby simplifying sales tracking and claim management.

4. Employee Engagement Focus: Channelplay fostered a culture of engagement through targeted employee programs, ensuring high levels of motivation and dedication within the sales team.

Our Approach

Channelplay’s approach was tailored to meet Turtle Wax’s needs, ensuring maximum impact in retail sales. Key initiatives included:

1. Targeted Promoter Placement: Using market knowledge and previous experience, promoters were strategically placed in high-traffic retail outlets. This helped in ensuring maximum brand exposure and consumer interaction. This strategy drove both sales volume and brand awareness.

2. Recruitment Excellence: Through an efficient recruitment process, Channelplay selected skilled, industry-specific promoters who represented the Turtle Wax brand with expertise. A hiring TAT of less than 21 days was consistently maintained, ensuring the swift deployment of qualified personnel.

3. Brand Image Care: Regular and thorough grooming and hygiene protocols were put in place to maintain Turtle Wax’s premium brand image. Regular compliance checks are believed to have enhanced customer trust and brand perception.

4. Best-in-Class Technology Integration: With 1Channel, we’re able to record daily sales, attendance, random attendance and provide in-store inventory management insights. While 1Office has enabled a 100% paperless claims process, thus improving operational efficiency and reducing environmental impact.

5. Employee Engagement Activities: Channelplay implemented targeted engagement programs and incentives, keeping the promoters motivated and aligned with Turtle Wax’s goals. These initiatives fostered a culture of commitment and drove higher sales performance.

6. Promoter Training and Development: Channelplay prioritized continuous training for promoters, with two training sessions conducted every month to keep the team updated on product knowledge and sales techniques, ensuring they were well-equipped to drive conversions.

Outcome

Channelplay’s end-to-end management of Turtle Wax’s retail operations resulted in impressive growth and operational improvements:

1. 300% Year-on-Year Revenue Growth: Sales revenue has been on a consistent growth yearly as well as monthly showcasing the result of systematised sales management.

2. 105% Sales Achievement: Channelplay has recorded an average of 105% of sales target achievement since October 2023.

3. Enhanced Promoter Productivity: Promoters reached an average range of ₹53,000 in monthly sales, setting a new standard for retail efficiency and performance.

4. Improved Compliance: Promoter grooming, and hygiene compliance increased to 100%, with attendance compliance also reaching 100%, reflecting the success of regular audits and checks.

5. Streamlined Claims Process: The introduction of a 100% paperless claims process through 1Office improved the efficiency and transparency of payments, significantly enhancing team satisfaction.

Conclusion

Channelplay’s expert management and custom-built technology solutions have enabled Turtle Wax to achieve its ambitious growth goals while maintaining high operational standards. The success of this project highlights Channelplay’s ability to drive sales productivity and efficiency through seamless end-to-end management, positioning Turtle Wax for continued growth in the competitive retail landscape.