O4S unveils trade promotion platform Gynger to automate incentivisation

June 5, 2020: The enterprise SaaS start-up O4S launched digital trade promotion platform ‘Gynger’ to help brands and manufacturers with a data-driven approach for planning, executing trade promotions and improve the effectiveness of trade promotion spends.

"Now the companies can easily run, track, analyze, and modify their promotional schemes based on the effectiveness, thereby, appropriately incentivizing their champions for increasing sales. O4S is targeting to on-board over 500,000 subscribers on its Gynger platform by the end of FY 2021," says the release.

The widespread retail penetration in a huge country like India presents a significant business opportunity in the management and incentivization of retailers and influencers. With the launch of Gynger, O4S automates the process of incentivization and provides accurate insights w.r.t. performance of retailers. O4S expects TPM to contribute 35% to its overall revenue by FY 2020-21.

Divay Kumar, CEO and MD, O4S, said “With complex supply chains for distribution and their varying levels of maturity, companies across sectors including FMCG, agriculture, and pharmaceutical face the challenge of disconnectedness with the retailers and influencers. The widespread retailers’ network which commands a significant share of product sales, needs stronger and direct engagement, powered by automation. The current approach to trade promotion planning and execution by companies is often based on “gut” & “experience” of the trade marketing team and the tools to manage and measure promotions are understated.

"Gynger offers the right tools to companies for complete control over their TPM schemes to plan, execute, assess, and gather actionable insights on their effectiveness in real-time, enabling mid-way course correction and bringing value to enterprises. The uniqueness of our solution ensures that the entire process is data-driven, eliminates reliance on any middlemen, and adapt to the format of the existing scheme to reward the champions in order to achieve desired sales result,” he continued.

Gynger by O4S closes the information and incentivization loop between the manufacturer and retailers by connecting them directly through ‘Gynger’ smartphone application. Retailers need to simply download the Gynger app from Android Playstore and start scanning the O4S UID on the products to participate in the schemes, irrespective of the product purchase source; be it a distributor, a wholesaler, or a cash-and-carry.

The direct-to-retailer solution is uniquely designed to adapt to a brand’s existing trade promotion schemes without affecting promotion budgets. Using Gynger’s analytics engine, manufacturers gain direct visibility around the concentration of retailers in an area, their purchase pattern and frequency, as well as the effectiveness of various schemes to drive incremental sales, along with other valuable insights.

O4S
O4S was founded in 2016 by Divay Kumar and Shreyans Sipani with an aim to enable businesses to have a 360° control over their downstream supply chain. Now Series-A funded, this is a $3.5 million worth company based out of Gurgaon, Hyderabad, and Bangalore.

O4S’s SaaS-based supply chain solution relies on UID serialization at the product manufacturing level using proprietary technology. Using this UID to interact with products, O4S brings warehouses, distributors, retailers, and consumers on an easy to interact, a mobile app-based platform helping organisations to optimize planning and production.

O4S provides an easily deployable SaaS solution helping organizations and businesses gain visibility into their supply chains to make critical business decisions. The SaaS model ensures express product deployment and an operational expense based cost structure. The Track and Trace (UID) / Product Serialization system by O4S allows companies across to improve visibility into their supply chain particularly during secondary sales ( sale to retailer) and tertiary sales (sales to consumer), which so far have been controlled by distributors. In addition, it helps curb counterfeiting too.