Wholesaler Implements Top-to-bottom Engagement Strategy
Customer Loyalty Case Study AUDIENCE 200+ building supply distributors and their 7,000+ contractor customers
“The program has done everything you said it would do.” -Client’s Vice President of Marketing
OBJECTIVES Increase wallet share of current customer base. Expand market share with new customer base. Drive value for manufacturers. Produce measurable results aligned with corporate priorities.
RESULTS The average active customer purchased nearly twice as much as the average enrolled customer, and 27 percent more products from participating manufacturers than non-active customers. No customer has redeemed any points without producing incremental growth.
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Strategies & Tactics Strategy: Provide data for distributors to offer an incremental loyalty program on a local level. Tactics: An online reporting tool generated ROI data based on gross profit and previous year’s purchases to enable retailers to target customers with the highest growth potential. Distributors enrolled contractor customers and set goals based on maximizing ROI. Strategy: Leverage purchasing data to drive customer loyalty and employee engagement. Tactics: Manufacturers financed the incentive effort that featured brand-specific loyalty points for each contractor customer. In exchange for their sponsorship, manufacturers received detailed sales behavior data, previously unavailable. Strategy: Engage walk-in customers. Tactics: A point-of-sale communication program addressed small business issues using in-store signage and dimensional pieces. A card gave contractors making highly profitable counter purchases an opportunity to scratch and win merchandise awards such as fleece jackets, LED work lights, fishing tackle bags, sport watches or wireless headphones.
About ITAGroup Business is driven by loyalty. ITAGroup drives that loyalty with a comprehensive range of loyalty solutions. We combine incentive programs, rewards and recognition, group travel and event management to engage employees, motivate channel partners and ignite customer devotion. And we rely on traditional business values like hard work, integrity and great customer service to make sure our clients are successful.
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