Challenge

A leading Indian mattress company wanted to strengthen ties with its influencers, i.e. carpenters, to drive multi-brand outlet sales through a loyalty program. The brand’s existing program was transactional, with low visibility into the tertiary channel, delayed recognition, and an inefficient reward redemption and delivery process, causing dissatisfaction and churn. An initial survey revealed that 85% of carpenters cited technical delays in processing reward redemptions as their main pain point. The brand wanted to offer a more meaningful incentive structure and an aspirational range of rewards to increase product adoption by this last-mile influencer community.

Solution

BI WORLDWIDE India’s first order of business to streamline the existing loyalty program was to introduce an online interface, in the form of a multi-lingual app in Hindi and English. The app allowed easy navigation for tracking sales, reward points earned, and redemptions. A dedicated multilingual helpdesk was also established to quickly resolve any program-related queries.

A multi-channel communication strategy, including WhatsApp, SMS, push notifications, and outbound calling campaigns, was implemented to keep carpenters informed about participation benefits, terms, and ongoing promotions. Additionally, BI WORLDWIDE India developed an extensive rewards marketplace offering over 3,500 aspirational non-cash items, which helped build trust and loyalty with channel partners. To enhance the user experience, seamless reward delivery tracking notifications were also included in the program.

Impact

BI WORLDWIDE India’s strategic improvements to the brand’s loyalty program led to remarkable business results for the brand within a year-

–   1.6X increase in the overall influencer base
–   2.4X increase in the engaged influencer base
–   2.2x increase in reward redemption requests per influencer

Building on this success, the brand is now looking to replicate this approach with other channel partners in its distribution network.