10 Strategies to Improve Your Summer Sales

Summer brings a unique set of opportunities for brands across FMCG and consumer appliances. From soaring temperatures to vacation season, the change in consumer behaviour is a goldmine for those who know how to capitalise on it.

Whether you’re selling deodorants, energy drinks, air conditioners, or portable coolers, here are 10 proven strategies to make this summer your most profitable yet.

1. Make Summer-Specific Products Your Focus and Must-Sell Lines

Identify SKUs that are naturally in demand during the summer — think deodorants, sunscreens, juices, coolers, and air conditioners. Categorize these as your “Focus Sell” and “Must Sell” lines.

Pro Tip: Ensure these product lines are prominently highlighted in your order-taking app so your sales reps know exactly what to prioritize in each interaction.

2. Set and Track Summer-Specific Sales KPIs

Success starts with measurement. Define clear sales KPIs for your summer-focused products at every organizational level — from individual reps to regional teams. Products like glucose energy drinks, water bottles, and pedestal fans should have specific performance targets.

Pro Tip: Use your sales dashboard to showcase real-time progress and keep the team aligned and motivated.

3. Launch Time-Bound Purchase Schemes

Nothing motivates a channel partner like a well-structured incentive. Create summer-specific purchase schemes that reward higher sales volumes. For example:

• Buy ₹25,000 worth of sunscreens by June 30th and get 10% back as a credit note.
  
• Purchase 20 portable air coolers by July 15th to receive a 5% discount.
  

Pro Tip: Clearly communicate the rules, timelines, and rewards of each scheme to avoid confusion and maximize participation.

4. Keep Channel Partners Informed with Real-Time Scheme Alerts

Timely communication is key to scheme success. Notify dealers, distributors, and retailers about ongoing and upcoming schemes through real-time alerts.

Pro Tip: Use tools like WhatsApp, SMS, or push notifications from your B2B app to deliver alerts. Make sure to include progress updates to keep them engaged and focused.

5. Educate with Digital Product Campaigns

Boost engagement by launching digital education campaigns tailored for your seasonal offerings. These can include:

• Product demo videos (e.g., how to install or use summer appliances)
  
• Informative content on the benefits of using sunscreens or air purifiers during heatwaves
  

Pro Tip: Distribute this content through your connected B2B customer apps. Use interactive channels like WhatsApp or Messenger to encourage feedback and conversions.

6. Empower Reps to Identify Display Opportunities

Encourage field reps to scout retail spaces ideal for visual merchandising displays. Examples include:

• Identifying empty shelf spaces for juice brands
  
• Spotting entrance walls perfect for cooler brand banners
  

Pro Tip: Let reps submit photo or video evidence through your sales app. Include location tagging and timestamps for better validation and tracking.

7. Streamline Display Installation Approvals

Once a rep submits a visual merchandising (VM) opportunity, speed is of the essence. Implement an approval workflow that enables managers to act quickly on submissions.

Pro Tip: Use a backend queue system to approve, reject, or request revisions on submissions, helping reduce lag and improve field execution.

8. Conduct In-House VM Audits

Ensure brand consistency by auditing your VM installations internally. Instead of relying on costly third-party agencies, empower your sales reps to handle this with precision.

Pro Tip: Equip reps with a structured audit form in your app, allowing them to upload photographic evidence and validate placement quality.

9. Use AI to Recommend Summer SKUs

Take the guesswork out of ordering with AI-based recommendations. Use sales history, store profiles, and regional data to suggest the most relevant summer SKUs.

For example:

• Recommend cooling talcum powders based on demographic needs
  
• Suggest fans or misting units to new dealers in hot regions
  

Pro Tip: Activate AI workflows that auto-suggest products as soon as your reps or customers open the ordering screen.

10. Gamify Performance to Drive Sales and Engagement

Turn work into a game. Use gamification to tie together sales targets, display submissions, and scheme enrollments. Offer incentives and track performance using a leaderboard or ScoreCard.

Pro Tip: Integrate gamified results with your incentive program to maintain momentum throughout the summer season.

Final Thoughts: Build an Ecosystem, Not Just a Campaign

Succeeding in summer sales isn’t just about pushing hot products — it’s about crafting an end-to-end ecosystem. From on-ground visibility to smart incentives and tech-enabled enablement, these 10 strategies will help you drive measurable growth when it matters most. To explore the full report in depth, download the original document from this page.
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