Ajanta Shoes: retailer loyalty for mbo retailers & counter staff
In multi-brand footwear outlets, two loyalties decide the sale: the retailer's stocking depth (which brands, which ranges, which size runs) and the counter salesperson's nudge ('try this one'). Footwear adds a structural twist — seasonal stocking rhythms and the size-set problem, where incomplete size runs silently kill conversions the brand never sees.
The challenge
Ajanta needed both loyalties working in concert across thousands of MBOs: counter staff motivated at the moment of recommendation, retailers committed at the season-stocking moment, and the size-availability leak closed — each requiring different mechanics on one program.
What Unotag did
Counter-staff spiff architecture
Unotag built box-QR scan rewards paid directly to counter salespeople at the moment of sale — instant UPI for the person whose nudge moved the try-on. Separating staff earning from retailer earning was the architectural decision: the salesperson's incentive could not be left to trickle through the owner.
Season-slab retailer schemes
Retailer engagement matched footwear's metabolism: pre-season stocking slabs rewarding depth and breadth commitments, EOSS sell-down bonuses managing season-end inventory, and timing built around the trade's actual buying calendar rather than generic monthly cycles.
Size-set completion mechanics
Unotag designed completeness multipliers for stocking full size runs — directly attacking the conversion leak. Size-set data from stocking patterns gave the brand its first systematic view of where availability gaps were costing sales.
Range-display verification
New-range wall displays were verified by photo-AI and rewarded monthly — keeping current collections visible in cluttered MBO environments without field-team display policing.
Dual-loyalty analytics
Counter-level dashboards separated the two loyalty signals — staff scan activity versus retailer stocking behaviour — showing the brand exactly which outlets had engaged staff but weak stocking, or deep stock but passive counters, and which lever to pull where.
The value Unotag added
The recommendation moment got its own incentive
Direct staff spiffs moved try-ons measurably — the brand stopped hoping retailer margin would motivate the salesperson and paid the nudge itself.
Stocking rhythm matched, not fought
Season-slab timing aligned scheme pressure with the trade's natural buying moments, lifting commitment where generic schemes had underperformed.
The size-set leak surfaced and closed
Completeness mechanics plus stocking data exposed a conversion drain invisible in sales reports — and made fixing it profitable for the retailer.
Outlet diagnosis became precise
Dual-signal analytics turned 'weak outlet' into a specific, actionable diagnosis: staff problem, stock problem, or display problem.
What made it work
1. In MBO categories, pay the counter staffer directly — the nudge is the product's last mile.
2. Scheme calendars must match trade buying rhythms, especially in seasonal categories.
3. Size-set completeness is footwear's hidden conversion lever.
Facing the same challenge?
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