National Construction Distributor
Driving Revenue Growth: Engagement Programme
Our client approached us with the aim to drive revenue and growth into their business. There was potential to gain share of wallet from existing customers whilst attaining new customers in the market. By driving revenue and growth through growing existing customers whilst attaining new ones, it was important that a level of margin could still be sustained.
Average top-line results across the first 3 years of the programme.
*Customers who were invited to join but didn't register.
How we changed behaviour
Through a strategic consultation phase, we analysed the company’s existing customer base and assessed opportunities for onboarding new customers. Understanding the marketplace and competitive landscape was crucial, leading us to conduct in-depth data analysis to identify revenue-driving opportunities.
We developed a bespoke rewards programme designed to work across the entire customer spectrum, from small trading companies to large organisations. The model aimed to drive incremental Year-on-Year growth by offering tailored incentives which stretched customer spend further at each level of reward.
The mechanic was simple, 10 levels of rewards; the higher you spend, the higher level of reward you achieve.
To ensure strong brand association, we created a custom identity for the rewards programme, keeping the client’s name front and centre. A bespoke branding approach was developed alongside a fully functional marketing platform, incorporating a registration system and an integrated sales data login dashboard.
"We've been doing the rewards programme for over 3 years now. It's really helped us gain loyalty, not only from existing customers, but actually bringing on board new customers as well as reactivating some dormant customers. It's enhanced spend across the board phenomenally"
Head of Marketing, Building Materials Distributor
The campaign in action
The programme was supported by a comprehensive and bespoke marketing plan, utilising multiple channels to maximise engagement.
Execution involved:
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A dedicated website and sales portal that aligned with the clients brand.
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Creating relevant and motivating reward packages that won customers’ hearts and minds.
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An interactive e-brochure for easy access to programme details and reward options.
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Targeted email and SMS campaigns:
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Regular sales drivers to boost engagement and drive sales.
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Invitation emails to encourage registrations.
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Team emails to update them of customer progress.
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Ongoing performance tracking with detailed reporting for optimisation.
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Regular data analysis and reporting.
Impact and performance
To measure the effectiveness of the programme, we tracked two customer groups: one that participated in the rewards programme (registered group) and a control group of customers that were invited to register but did not.
Across the first 3 years of the programme our registered customers achieved an average 35% Year-on-Year growth whereas the customers that were invited but did not register went backwards -2.3% on average.
After each year, a post-programme analysis was undertaken to ascertain learning, improvements and evolve the strategy.
