Challenge

A leading global industrial bearings manufacturer was running a traditional incentive scheme for its network of 100 distributors, who in turn worked with 5,000 retailers. The brand wanted to revamp this scheme to significantly boost engagement and loyalty. These high-net-worth distributors typically relied on existing business and were not dedicating resources to marketing or expanding the brand’s reach. The brand needed a unique, strategic loyalty program that would encourage distributors to invest in activities such as marketing, customer engagement, and brand awareness.

Solution

BI WORLDWIDE India provided a range of innovative solutions to address the brand’s challenges with its existing incentive scheme. The first step was to introduce a point-based loyalty program, where distributors would earn points quarterly, in addition to the benefits from existing sales incentive schemes for meeting business targets. These points could be redeemed for rewards in two categories related to business infrastructure:

• Market development activities such as customer meet-ups, exhibitions, website development, and marketing campaigns.
• Organization development activities like training, workshops, showroom fabrication, and infrastructure support.

Distributors had access to over 75 reward options within these categories, which could be further customized to meet their specific business needs. These rewards helped distributors improve their demand generation, brand awareness, visibility, and customer engagement, ultimately leading to higher sales volumes for the brand.

Impact

BI BI WORLDWIDE India’s customised distributor engagement strategies proved to be immensely successful for the brand:

• 80% distributors achieved their targets
• 1.5X increase in retail network coverage within just 1 year
• 2.5X revenue growth over the last 3 years

The measurable results led to a long-term partnership lasting over 8 years, during which BI WORLDWIDE India consistently delivered 15% year-on-year growth for the brand.