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Client
Marico
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Service
UX Design & Gamification
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Industry
FMCG & Retail
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Company Size
50,000+
The client
Client is a household brand in India, if you oil your body or love cooking food – you surely have interacted with the brand. The commercial performance of India’s largest FMCG distribution networks depends, in significant measure, on the daily motivation and productivity of the distributor sales representative — the DSR — who manages hundreds of retail touchpoints, executes beat plans, and drives order volumes at the point of sale. For a major FMCG brand operating at national scale across India, ensuring that DSRs were equipped, motivated, and executing their routes with maximum efficiency required a sales app that went beyond functional adequacy to actively drive the engagement and commercial behaviours that productivity demanded.
The problem
The existing DSR sales application was functional but not motivating — providing the tools for task management without the behavioural design needed to sustain DSR engagement, effort, and performance over time across India. Route-to-market plans and app journeys were misaligned with the realities of field execution, loyalty programmes lacked transparency and immediate value, and management visibility into daily performance was insufficient to enable proactive coaching.
- Limited DSR Visibility into Daily Tasks and Sales Progress — DSRs had insufficient real-time visibility into their daily targets, current order progress, and performance against plan within the sales app — creating uncertainty that suppressed motivation and made it difficult for field representatives to prioritise their time toward the highest-impact activities each day across India.
- Loyalty Programmes Lacking Transparency and Behavioural Alignment — The existing loyalty and incentive structures failed to reward consistent, incremental performance or make the connection between daily behaviours and reward outcomes visible. High-performing DSRs were not celebrated, and lower performers had no clear pathway to improvement — weakening the motivational power of the programme.
- Route-to-Market Plans Not Aligned with Field Realities in India — Beat plans and app journeys had been designed from an operational planning perspective rather than a field execution perspective — creating friction between the routes DSRs were asked to follow and the practical realities of servicing territories across India’s diverse urban and semi-urban markets.
OUR SOLUTION
Worxwide conducted behavioral field research across Tier 1 and Tier 2 cities in India — designing role-based journeys for different DSR personas and applying the Octalysis gamification framework to identify the motivational levers most effective for field sales workforce engagement. Rewards were redesigned into a tiered loyalty system incentivising consistent performance and celebrating small, incremental wins throughout the working day. The app journey was realigned with the Route-to-Market strategy for better beat planning, store prioritisation, and daily productivity management.
- Behavioral Field Research Across Indian Tier 1 and Tier 2 Cities — Immersive field research with DSRs across urban and semi-urban territories in India generated the contextual understanding needed to design motivational and workflow features reflecting how field sales representatives actually experienced their working day.
- Octalysis Gamification Framework Applied to Field Sales Engagement — The Octalysis framework was applied to identify and design the specific gamification elements — progress tracking, achievement milestones, social recognition, and reward triggers — most likely to sustain DSR motivation across the full complexity of daily field sales responsibilities in India.
- Tiered Loyalty System and RTM-Aligned App Journey — A redesigned tiered loyalty structure celebrated consistent performance through progressive milestones, while the app journey was restructured to align with Route-to-Market planning logic — making beat execution more intuitive, store prioritisation clearer, and daily productivity management more effective for every DSR persona.
Our work in action
The Impact
12% Improvement in DSR Sales Productivity Across India
The combination of better visibility, stronger motivational design, and RTM-aligned workflows drove a 12% improvement in DSR sales productivity — measured in orders placed, stores visited, and targets achieved per representative per period across the Indian distribution network.
Higher DSR Engagement and Platform Adoption
Gamification features and a redesigned loyalty experience drove higher daily engagement with the sales app, creating a positive feedback loop between platform use and commercial performance sustaining the productivity improvement over time.
Improved Beat Plan Execution and Territory Coverage
The realignment of the app journey with Route-to-Market planning logic improved the quality of beat plan execution across the DSR network — reducing the gap between planned and actual territory coverage and improving the consistency of store visits driving distribution quality across India.
