The Business
A $500 M wholesale B2B tech business serving multiple customer channels.
Challenge
With no loyal retailer base, this high-quality tech device was losing sales in a category where customers are easily drawn to shiny, new features and upgrades. Existing loyalty programs were not driving behavior. The brand needed to create more purchase consistency in a retail market with many audience segments, ranging from big box to mom-and-pops.
Solution
Create a tiered, customer-focused partnership program that addresses what retailers in the category say inspires their loyalty – business-based tools and services – instead of the usual volume discounts and partner incentives.
Results
$55 M in loyal and consistent purchases in year one
$75 M in year two
Score improvement in service beyond product
Details
Leverage insights that were revealed during audience segment research to create an exclusive, business-centric partnership. Embrace retailer’s true pain points and worries. How can I survive against the buying power of big chains? How can I compete with their pricing to end-customers? How can I attract top talent to come work for me? Will I have enough money to retire? Will my staff be as conscientious as I am about serving patients?
Launch the program with a business-growth curriculum. Rely on value-drivers to support a premium price.
-Offer member partners special services such as early product delivery, shipping/logistic enhancements, special emblems and locator advantages.
-Provide robust digital assets, including web site, special content, blog-sharing, PR and reputation assistance to drive consistent traffic to each store.
-Top off the program’s value with training and systems upgrades that allow integration with other product purchase systems.
