Wholesaler Giant’s Contractor Loyalty Program Increases Online Orders 319% 

Background

Client

The largest U.S distributor of plumbing supplies, PVF, waterworks and fire and fabrication products. It’s also a major distributor of HVAC equipment and industrial products and services. 

Situation

They wanted a long-term loyalty program for professional trade contractors that influenced them to order online, resulting in a lower “cost to serve” for the company while building stronger relationships. 

Solution

By leveraging the company’s existing e-commerce platform, we launched the program with three primary offerings to entice participation and drive online orders. 

• Business Benefits – Exclusive discounts 
• Score Points Online – points for enrollment and purchases of specific products 
• Bonus Point Promotions – 2x-5x points for specific products 

Marketing Campaign

As a strategic priority, the program included a fully integrated marketing campaign consisting of: 

• Celebrity Spokesperson 
• Print Advertising 
• Counter POP (Point-of-Purchase signage) 
• Digital Signage 
• Online Advertising 
• National Radio 
• Email Marketing 

In addition to points for online orders, participants were given the opportunity to earn more points by providing feedback via survey, offering referrals for incremental sales via a recruitment campaign, celebrating loyalty through an anniversary campaign and keeping the company top of mind through daily trivia gamification techniques. 

View the PDF

Do this for me!