Building a Resilient Oil & Gas Channel Partner Network

The oil and gas sector is a cornerstone of India’s economy, influencing key decisions across industries. This high-stakes market presents unique challenges—market volatility, complex supply chains, and strict regulatory and environmental standards. Oil and gas brands often struggle with limited visibility into tertiary sales, and their less tech-savvy channel partners make digital adoption a slow process. In the competitive lubricants market, achieving top-of-mind recall remains a constant challenge. These complexities make it critical for brands to strengthen channel engagement with smarter, more strategic solutions.

A recent BI WORLDWIDE study revealed that 65% of channel partners in India’s oil and gas sector feel “trapped.” Many channel partners remain with a brand not out of loyalty, but because they perceive a lack of alternatives. Despite their dissatisfaction, they’re often reluctant to change, held back by a reputation-driven mindset.

To better understand what drives engagement in the oil and gas sector, BI WORLDWIDE India partnered with KANTAR to uncover key insights into channel partners’ motivations. The study revealed that rewards, incentives, and recognition are critical for keeping partners engaged. Brands that balance aspirational and practical rewards—and celebrate milestones through appreciation events, newsletters, and digital platforms—can build stronger connections. Channel partners also value fast and transparent reward fulfillment. By investing in real-time tracking and dedicated helpdesks, brands can significantly enhance partner experience.

To turn these insights into action, BI WORLDWIDE India developed proprietary tools like the Affection Matrix and the IBC Solution Framework—Invest, Build, Consider. These tools enable oil and gas brands to design high-impact loyalty programs for distributors, influencers (such as mechanics and service station attendants), and other key channel partners, driving deeper engagement and strengthening relationships across the network.

Energizing Channel Partner Relationships with Data-Driven Loyalty Programs

BI WORLDWIDE India has delivered transformative channel loyalty solutions in the oil and gas sector, driving measurable results. One leading brand saw a 30% increase in tertiary sales, a 91% satisfaction score among loyalty program participants, and double the engagement of active last-mile sales influencers on the platform.

In an industry where safety, reliability, and operational efficiency are paramount, a well-rounded channel engagement strategy that combines rewards, recognition, technology, and transparent communication can make all the difference. By aligning with the unique needs of channel partners, oil and gas brands can build lasting, mutually beneficial partnerships that drive sustainable growth and resilience.