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Schneider Electric SE, the French multinational specializing in energy management and automation, is rolling out a new distribution strategy in East Africa to boost sales and optimize inventory. The initiative, dubbed the Pro Retailer program, aims to expand the company’s market reach by leveraging a network of accredited local resellers.
Historically, Schneider Electric’s East Africa operations have focused on direct engagement with large partners like panel builders and system integrators. However, the company identified a bottleneck where distributors were holding significant stock without an efficient way to move products to the final consumers.
“We identified a key opportunity in that many of our distributors were holding substantial stock, and existing mechanisms weren’t sufficiently moving products to end markets,” said Geraldine Sande, Schneider Electric’s Channel Sales Leader for East Africa.
To solve this, the company deployed teams to Tier 2 towns and smaller business hubs outside of major cities to identify high-performing retail outlets. These outlets, known for their local influence and consistent performance, were designated as Pro Retailers. They serve as anchor points in their communities, supplying smaller shops and electricians.
The Pro Retailer model is built on a tripartite agreement involving Schneider Electric (as the brand owner), the distributor (as the stock owner), and the Pro Retailer (as the last-mile interface). The company has also invested in providing product training and branding to these retailers, ensuring they are technically equipped to represent the brand.
Since the beginning of the year, this initiative has resulted in the training of over 520 electricians and resellers, with the Pro Retailer network growing to 33. The Pro Retailers also act as financial intermediaries, providing local credit to smaller resellers and professionals, which “amplifies product accessibility” and enhances Schneider Electric’s understanding of regional buyer behavior.
Schneider Electric plans to roll out the program in Kenya, Uganda, Tanzania, and Ethiopia by the end of 2025. This phased approach will allow the company to evaluate the model’s impact before extending it to other countries served by its Kenya office. The company is confident the initiative will not only move stock but also build trust and redefine market access in the region.
