Challenge

A leading cement manufacturing brand aimed to drive high engagement under one umbrella loyalty program for its direct dealers by consolidating their existing regional programs from four regions into a single platform while retaining regional nuances. The brand faced challenges in scaling its existing loyalty program, which was managed by separate agencies in each region, leading to inconsistencies and operational inefficiencies. Additionally, the brand aimed to establish a more compelling and consistent communications strategy, complemented by a diverse range of rewards to enhance dealer engagement and loyalty.

Solution

BI WORLDWIDE India created a customised, unified loyalty program using its proprietary audience-smart technology. This solution allowed each region to run its program independently while remaining on a single platform. A user-friendly web and mobile-based platform was developed to simplify onboarding and track program details, sales, and points earned or redeemed. To ensure pan-India recognition, a common reward currency was introduced, encouraging dealer participation and app installations.

The rewards marketplace was also significantly expanded to include over 2,500 meaningful and luxury non-cash rewards. Reward opportunities were linked to not only sales targets but also personal milestones (birthdays, anniversaries, etc.) and popular festivals (Diwali, Durga Puja, Eid, etc.), strengthening the emotional connection between dealers and the brand.

To ensure consistent communication, an omni-channel approach was adopted, leveraging SMS, IVR, WhatsApp, and email to keep dealers informed about contests, promotional campaigns, and updates on points balance and redemptions. The sales teams also trained dealers on product details, incorporating short quizzes and questionnaires to make the learning experience more engaging.

Impact

BI WORLDWIDE India’s customised, cutting-edge approach to consolidating multiple loyalty programs into a single, user-friendly platform delivered exceptional results for the brand:

• 99% dealers rated their overall experience as 4/5
• 90% dealers activated their profile within 2 months
• 75% dealers transacted regularly on the mobile app
• 20% growth in volume registered by over 45% dealers in 9 months, significantly exceeding industry average 

The rewards catalog also garnered strong engagement, with over 4,000 high-value items redeemed within just 9 months. Overall, the brand experienced a significant increase in dealer engagement and loyalty, unlocking new opportunities for revenue growth.