Client:
SIG Roofing
Project:
SIG Roofing Rewards
Brief:
We initially partnered with SIG Roofing to establish SIG Roofing Rewards 2 years ago. The objective was to drive year-on-year growth across a select trade customer base throughout the north of England and, in turn, reward customer spend. Due to its success, a nationwide rollout was introduced the following year.
The campaign has delivered a 33% year on year increase in sales, with a 239% ROI, across a customer base of almost 1,500 roofers.
Objectives
The campaign was designed with a set of strategic objectives aimed at driving business growth, strengthening relationships, and expanding the SIG Roofing customer-base. Each objective carefully aligned with SIG Roofing’s broader marketing and business goals.
Driving growth: Drive measurable year-on-year growth in sales and keep SIG Roofing front and centre.
Encouraging customer loyalty: By engaging customers with personalised communication and rewards, the campaign aimed to build a loyal customer base who would consistently choose SIG Roofing over competitors.
Winning hearts & minds: Beyond transactional outcomes, the campaign sought to create an emotional connection with customers. By winning hearts and minds with fantastic rewards, SIG Roofing aimed to build a deeper, more meaningful relationship with their audience, fostering long-term loyalty and advocacy.
Target audience & segmentation
All customers involved hold a trade account with SIG Roofing. They are typically 25-50 years old, ranging from self-employed roofers through to successful business owners, with varying levels and ability of spend. Most of the audience started 'on the tools'.
To understand which customers were right for the campaign, the programme scoping commenced with a full analysis of the trade customer base. The success of this campaign relied on driving the right behaviour within the right customer segments and understanding this audience was crucial.
Analysing customer spending habits and patterns enabled us to build bespoke stretch targets for every customer. Continuous analysis of customer and scheme performance throughout was essential to further segment the communication campaigns, ensuring that the right behaviour was being driven at the right time. The messaging throughout was clear, relevant and impactful based on our understanding of the audience.
Strategy
The creative strategy for the campaign was centred around the core messaging of "Rewarding your Loyalty!". As part of our marketing plan, an integrated approach was employed to deliver this message effectively across multiple touchpoints:
Bespoke website and sales portal: A dedicated website and bespoke sales portal served as the hub of the campaign. Due to the audience demographic, the portal interface needed to be easy to navigate, make registration simple, highlight important information (target and sales data) and allow rewards to be redeemed effortlessly.
Advancements in the portal also gave customers the opportunity to upgrade their reward level throughout the campaign period. This enabled customers to benefit from more valuable rewards whilst driving account growth, meeting the objectives of the programme.
The portal was able to automatically update customer sales targets based on upgraded reward submissions.
Internal team hub: This provided SIG Roofing employees with the resources needed to promote the campaign effectively and keep them updated on their customers performance.
Customer E-brochure: To visually and clearly communicate the amazing rewards available.
Email and SMS campaigns: Targeted, segmented communications to keep the campaign front of mind.
Read more about our 6 steps to building a successful rewards programme HERE.
Results
The results of SIG Roofing Rewards demonstrate success in driving growth, enhancing customer loyalty, and strengthening the brand's presence in the market. We delivered a campaign that resonated with the target audience, increased sales by 33% and delivered a 239% ROI. Overall, SIG Roofing Rewards has laid a solid foundation for continued customer engagement and long-term business growth.
A
"We’ve been doing the rewards programme for over 2 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, SIG Roofing