Channel Management platform- Gynger

Origin Story

Background: At O4S, we already were giving each product a unique ID at the time it was being manufactured. So, we knew a lot of attributes about the product, when was it manufactured, the facility where it was manufactured, expiry, etc. which was being used for track and trace purposes.
Having a unique id given by O4S on the product itself was a huge leverage to try and think of more revenue generating streams other than just interacting with the end consumer (Original4Sure). The entire supply chain was open with so many use cases available for the taking!
Brands had a set budget for incentivizing their distributors and retailers (and other influencers) for liquidating their products faster. e.g. A paint brand may incentivize their retailers as - Buy 1000L of paint in a month to have 5% discount.
When it comes to the distributors, it is a trusted entity, meaning that the identity of the distributor is always known. But when we go one level below that, to the retailers or to influencers* like plumbers, electricians, painters, etc. it is not always the case. Although mature brands who have been in the business for decades, have been able to gather data for this later as well, but lot of brands still are in the dark and do not have sufficient data.

Distribution of incentives to the influencer layer was being done physically via coupons and via distributors which added opacity
In some cases, the identity of the influencer was not known

Enter Gynger- The retailers and influencers got a mobile application using which they could scan the QR code (which had the unique ID) of the product and earn points. Depending on the scheme run by the brand they could redeem it for gift vouchers/ coupons, direct cashback to their bank accounts.
The brands got a dashboard where they could design their incentivization program and a notification panel to interact with the influencers
Brands got access to the data of all the retailers and influencers.
All the schemes run by brands were published Gynger and the retailers could know about the different offerings by different brands through that one source!

Seamless distribution of funds directly to the beneficiaries
Full control to create different types of incentivization schemes
Realtime access to data & analytics of how the scheme is running and the freedom to edit the scheme any time
Communication of the schemes being run to current and prospective retailers and influencers
Monitoring sales through QR code scanning by painters or contractors.

Over time when we started onboarding more brands, bigger brands did not want to share the space with the other brands and wanted their own application according to their own branding guidelines. This was a fair request and we started offering brands their own white labelled application.
Esoteric feature requests started coming in it was a challenge to manage the requirements all at once and it required immense creativity to come up with solutions and features to satisfy clients and keep driving the product in the right direction.

Time period: 2.5 years