Increasing contractor loyalty
A manufacturer in the plumbing industry sells their products nationwide through wholesalers who carry competitors’ brands. They were looking for data on the customers who were specifying, paying for, and installing their products.
Results
Sales have increased over the overall company sales throughout the time in the program. The number of participants in the program has also increased since joining.
Industry
Manufacturing
Problem space
Customer loyalty
Services
Building supply
Rewards
Who buys our products?
A manufacturer in the plumbing industry sells their products nationwide through wholesalers who carry competitors’ brands. They were looking for data on the customers who were specifying, paying for, and installing their products.
Contractor Rewards
We started them in the Contractor Rewards program which targets general contractors and sub-contractors in residential and commercial construction. The contractors earn points as they purchase participating products, and the points are redeemable for thousands of items in an online rewards catalog. The client earns preferred brand status in the contractors’ eyes while also gathering data on those who are buying their products. These contractors become loyal customers, earning the client more brand power and revenue.
Long-term results
Over the years in this program, the client has seen amazing results. Sales from participants in the program has increased 8% more than overall company sales. The client runs an annual promotion that lasts for nine months, and it has delivered an average of 25,000 incremental units from active participants as well as 20,000 incremental units from lapsed participants. A one-time promotion to buyers of residential units offered bonus points for buying commercial units, and that promotion delivered 900 new commercial customers with 2,300 incremental commercial unit sales.
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