Growing sales and market share with a targeted customer loyalty program

Engaging an industry leader to maximize value

What would’ve been a heavy lift for a retail brand on its own turned into an expert-led loyalty program that created value up and down the distribution chain. Customers at a local level were the initial focus because growing their books of business would ensure wallet share and growth. But, further audience assessment through tactics like surveys, research and analysis ultimately revealed clear benefits for all.

A self-funding model targeting customer growth

Designing the program to generate incremental growth versus rewarding customers for business they were already doing ensured a self-funding distributor model. But getting sponsoring manufacturers and retailers to buy in, literally and figuratively, meant offering an initiative with manageable bottom-line impact to stores while creating an opportunity to offer unexpected earning opportunities for program participants.

The strategy? Assign customers a goal beyond their previous year’s business, and unlock earnings when they’ve reached it, guaranteeing retailers a positive ROI by offsetting program costs.

A simple customer targeting process

Retailers can review sales figures, potential ROI and margin, and filter those they'd like to include within the program.

Intuitive decision-making

Data tools show projected margin and ROI if contractors achieve goals based on historic performance while recommendations from ITA Group's data analysts guide the process.

Expert guidance each step of the way

Data analysis allows ITA Group to recommend ideal customers retailers should target, associated individual goals, award type and projected ROI, ensuring a truly turnkey program. In tandem, retailers benefit from the freedom to target customers autonomously, including award type (trip or points) and custom goal (which connects customers with Tier Two benefits).

Technology tailored to each user audience

A custom web platform includes views personalized for each stakeholder audience, encouraging engagement according to their role in the program. ITA Group manages program administration, lessening the administrative burden for program owners.

User experience at the forefront

Ongoing upgrades to the custom technology platform simplify the user experience.

On-the-go accessibility

Flexible technology empowers contractors and local sellers to engage anytime, anywhere, and features real-time reporting to track purchases.

Motivational award opportunities tailored to customers

The ability to consistently balance targeting customers for loyalty and growth while rewarding and recognizing top customers came to life through two unique award avenues. Determined up front (during the targeting process) by retailers, the strategy ensures a flexible, relevant customer award experience.

Customer engagement benefits the entire channel

An initial strategy positioning the brand to rebound from a market recession ultimately morphed into a long-term customer marketing program that continues to instill local market loyalty today. The initiative reflects a 56% increase in purchases by customers who unlock Tier 2 benefits.

A self-funding loyalty initiative

Building a customer loyalty program designed to generate customer purchase growth, targeting the right customer participants—those with profitable growth potential—and working with product manufacturers to help fund the ongoing effort ensures a self-funding loyalty initiative.

Proven results up and down the channel  

Moreover, the decade-plus program boasts year-over-year success and benefits the entire channel. In addition to retailers orchestrating relationships, increasing sales and benefiting from a risk-free customer incentive; sponsoring manufacturers enhance brand awareness, secure data they wouldn’t otherwise have access to, and generate additional revenue through strategic promotions.