Winning over brand-loyal distributors
A manufacturer that builds products used on exterior construction was looking to grow their nationwide sales through distributors that are typically brand-exclusive. This audience is made up of builders, remodelers, and installation contractors.
Impact
Overall company sales increased after introducing Contractor Rewards, but sales among participants were up 11%.
Industry
Manufacturing
Problem space
Customer loyalty
Services
Building supply
Rewards
Build loyalty, boost sales
A manufacturer that builds products used on exterior construction was looking to grow their nationwide sales through distributors that are typically brand-exclusive. This audience is made up of builders, remodelers, and installation contractors.
Incentivising growth
We started them in the Contractor Rewards program where contractors earn points as they purchase participating products. These points are then redeemable for thousands of items in an online rewards catalog. The client launched this program in a geographic test market, and because of the strong results, they were able to launch nationally months ahead of schedule.
Turning engagement into revenue
In the test market, participant sales grew 20% more than sales from non-participants. After launching nationally, the client saw sales up 11% among participants. In that same time period, overall company sales were up 4%, showing that the participant sales were nearly triple compared to the overall company sales.
There were two short-term promotions that yielded amazing results. One promotion to active customers resulted in a 750% ROI. Another promotion to lapsed customers led to 5% reactivating and a 6,000% ROI.
Our work speaks for itself
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The problem with money
The research is clear. If you inspire people, they are more likely to rise to the challenge. Cash compensates. Inspiration motivates. If you want people to stretch, don’t just ask what they want. Design a reward they can anticipate, experience, remember, and retell.Learn More -
Why customer value should shape your incentive strategy
Customer value isn’t created when a customer buys from you. It’s created when they stay. Discover how non-sales teams create customer value through retention, adoption and renewals, and why those behaviours should shape your incentive strategy.Learn More -
Is your annual SKO your launchpad…or a liability?
Every year, thousands of companies spend millions of dollars bringing their sales teams together for the annual sales kick off (SKO). And they do it for one simple reason: your competition is trying to take your business every single day.Learn More
