World’s simplest, economical, and impactful trade loyalty solutions for consumer engagement.
Ready to explore some great ways to engage trade influencers that boost sales?
Here are the top 10 industries that engaged their trade influencers, channel partners, and consumers in 2021.
You will also learn how Sproxil’s campaigns helped globally known brands engage their consumers innovatively and boost sales.
What to expect from this blog post?
Case Studies
- Construction – Saint Gobain Weber
- Agriculture – Tata Rallis
- Beverage – Bacardi
- Beverage – ABD
- Animal Feed & Agri-business – Godrej Agrovet
- Industrial Adhesive – Pidilite
- Hygiene, Health, and Nutrition – Reckitt Benckiser
- Beverages – Diageo
- Healthcare – Shalina
- Healthcare – BIOFEN
Let’s get started!
What is Trade Loyalty?
Businesses in manufacturing industries, consumer goods or furnishing goods (furniture, cosmetics, plastics, cement, and chemicals) industries are dependent on a channel-driven distribution setup (wholesalers, stockiest, retailers) for sales.
Trade loyalty programs help you establish a rewarding consumer connection with your brand and creates a win-win situation for both brands and trade influencers by giving different rewards to the influencers.
Who are these Trade Influencers?
Brands selling products that involve less of end-consumer involvement may directly depend on influencers like – architects, painters, masons, shop-boys, electricians, and several others in any given industry.
Here are some trade influencers across various industries
Did that look confusing? Let me clear it for you. Merge the words below with the images above.
Why is Trade Loyalty Crucial for Brand Success?
IBM’s learning and innovative incentives driven through the Know Your IBM “KYI” program helped participants sell over 10 times more IBM products and solutions than similarly profiled non-participants.
The long-running KYI program were translated into 14 languages across 131 countries, which equates to 66% of IBM’s total revenue for products incentivized via the program. Only 17% of IBM’s distribution channels participated in KYI.
The use of gamification, e-learning and innovative incentives got phenomenal results for IBM.
What are the types of trade loyalty initiatives that made a turnaround for global brands in 2021?
Sproxil was directly involved in the success of trade loyalty programs carried out by global brands in 2021.
Top 10 Trade or Channel Loyalty Case Studies
- Construction – Saint-Gobain Weber
Client Intro:
Originally a mirror manufacturer, Saint-Gobain also produces a variety of construction, high-performance, building materials like (glass, ceramics, plumbing, and roofing materials).
The building material industry relies heavily on purchase influencers to buy products during the remodel of the home or while buying new apartments, such as – retailers, shop-boys, architects, and contractors for their product sales.
Why they needed us:
Saint Gobain created a tiresome manual database; contractors were enrolled over 7 years, producing a static and outdated database that required further processing for its marketing campaigns.
Technology Solution:
Sproxil offered a mobile-first channel for wholesalers, retailers, and influencers. They need to click the invoice picture or SMS unique code on the product – post that AI-based system reads the invoice, checks for the unique product sold, and appropriately credits the supply chain partner like a wholesaler, retailer, and influencer.
Thus, it provides an updated database to promote sales in the entire supply chain and track performance.
Success Metrics:
- The platform engaged over 20 thousand contractors.
- Saint Gobain used Sproxil’s online portal to map the complete supply chain, track products, discover new retail points, and communicate directly with your trade partners.
Testimonial
Using Ally, we have reached more contractors, provided new leads, and better Saint Gobain’s contact with contractors.
- Agriculture – Tata Rallis
Client Intro:
Tata Rallis is a Farm Essential Verticals. They needed a consumer engagement strategy to find an innovative way to promote their seeds division over their competition during peak season.
Why they needed us:
Sproxil found out that farmers did not use mobile phones or Paytm extravagantly, so they needed a direct method to gratify them with instant cash rewards.
The technological hindrance made it impossible for the clients to reach farmers directly.
Technology Solution:
Cash Coupons – The U-turn Mechanism: From Print to Digital
Sproxil found that the best way to reach farmers was through their network of the retailer.
Cash coupons with UNIQUE QR codes were placed inside the seed’s packet, and farmers returned the cash coupons and got instant cash from the retailers.
Next, retailers scanned the QR code on the cash coupon and entered their registered Paytm number to receive a 10% loyalty bonus in their bank account.
Success Metrics:
- Engaged 20K + farmers
- Campaign successfully ran in Punjab, Haryana, Uttar Pradesh, and Bihar across 4 Indian states.
- 5Lakh+ seeds packets were tagged.
Testimonial
Sproxil’s instant gratification campaign helped us reach over 20k farmers through retailers across India’s Punjab, Haryana, UP, and Bihar. Sproxil managed to communicate differently with the users –farmers and retailers and easily match the system with the people by adapting and making the project as engaging as possible.”
– Sandeep Kumar Verma, Category Lead -Maize, Rallis India Ltd
- Beverage – Bacardi
Client Intro:
Bacardi Limited is one of the largest beverages companies in the world. Originally known for its eponymous (proclaimed) Bacardi white rum, it now has a portfolio of more than 200 brands and labels.
Why they needed us:
Bacardi sought an expert to boost their cocktail sales.
Sproxil identified the problem as lack of awareness and neglected consumer engagement for low cocktail sales.
Technology Solution
The Artificial Intelligence technology reads bartender code product name, quantity, date, and amount to allot reward points into the digital wallet and transferring it to their bank account.
The client could track low sales zones to promote sales in those areas.
Success Metrics:
- The sale of Bacardi cocktails increased by 8900 units with 300% sales boost in 45 days.
- Bartenders turned into expert personal marketers and brand advocates of Bacardi.
- Created a database of loyal bartenders who made this campaign successful.
Testimonial
We met our goals to increase cocktails orders by 300% and connect directly with thousands of bartenders.
- Beverages – Allied Brewers & Distilleries (ABD)
Client Intro:
ABD – Raising spirits around the globe
The company has grown from a single-brand company to one that floats a string line of distinct experience for the finest, standard, quality, and taste across products sold in 29 countries.
Why they needed us:
Being a beverage company, they required trade influencer experts to boost their product sales across regions in India. As consumer engagements solutions company – Sproxil was hired to boost counter share through retailer’s shop boys.
Success Metrics:
- The campaign is live in Uttar Pradesh and Assam in India
- Engaged 2500+ retailers base in Uttar Pradesh India
- Engaged 1000+ retailers in Assam
- All are engaged on one platform to track the transaction behavior of retailers and gratify them instantly for their secondary sales
- Unique Code Scanned – 3961
- Unique Code redeemed – 3682
Why it is Unique:
The campaign was launched with the help of a QR Code. Moving the mobile camera could reward the consumer.
Scanning the QR Sproxil made it easy to gratify the consumer through UPI/Paytm/ NEFT transfers.
- Animal Feed & Agribusiness – Godrej Agrovet
Client Intro:
Godrej Agrovet Limited is an Indian animal feed and agribusiness company. It is a highly diversified company backed by research and development. The company holds the leading market position in poultry processing, animal feed, oil palm plantations, and Agri inputs.
Why they needed us:
Sproxil launched the campaign to motivate farmers during the farmer’s meet to get accurate sales forecasts.
Success Metrics:
- 16 Lakh farmers were engaged through this campaign
- Motivated farmers to participate in future
- Industrial Products – Pidilite
Client Intro:
Pidilite is a consumer-centric product company for pioneering adhesives products for small to large applications such as adhesives, sealants, waterproofing, solutions, and construction chemicals. Their products are widely used by individual house builders along with industrial usage.
Why they needed us:
To influence purchasing patterns by changing the brand’s perception from “Curative” to “Preventive.”
To increase sales by 20% in one financial year
Repeated targeting of the loyal customers
Technology Solution:
A mobile campaign was designed with an incentive loyalty program to engage this influencer network over a period with the aim of increasing repeat orders.
Success Metrics:
- Created Profile database of 1000 carpenters
- 40% sales increment
- Who responded opted in for further communication?
- Medical – Rickett Benckiser
Client intro:
Reckitt Benckiser LLC. is a British multinational consumer goods company, helping people lead healthier lives and have happier homes for over 200 years.
Why they needed us:
The clients experienced challenges selling our products, and its supply chain began to move at an unhealthy, slow pace.
There was a strong need to ensure retailers purchased from the wholesalers.
Technology Solution:
Sproxil deployed a solution that allowed consumers to unlock instant rewards at points of purchase.
Consumers entered their details to enter into a loyalty program to build loyalty points with a 3-month validity period, and the points help them earn physical rewards.
Success Metrics:
- Achieved a 20% increase in sell-out vs. registered retailers
- Formed a comprehensive retailer database with information on the highest and lowest performing retail points and made it accessible to RB’s Marketing team.
Why it is unique:
Reckitt Benckiser teamed up with Sproxil to provide customer-facing technology that gave brand rewards to loyal customers in Nigeria.
- Beverage – Diageo
Client Intro:
Diageo is a global leader in the beverage alcohol industry with an outstanding collection of brands across spirits and beer – a business built on the principles and foundations laid by the giants of the industry
Why they needed us:
Attract existing and prospect consumers through aspirational and emotional association with Mcdowells No 1.
Success Metrics:
- More than 4 lakhs consumers got engaged in this program
- Helped the brand stop selling counterfeit products in the market
- Diageo experienced a 2.5% increase in sales in the geographic region within two months and over 20 million unique consumers across 30 different campaigns
Client Testimonial
Sproxil’s instant gratification campaign helped us reach over 4 lakh consumers directly through digital campaigns.
- Healthcare – Shalina
Client Intro:
Shalina Healthcare is a market leader in making quality healthcare and consumer products affordable and available across Sub-Saharan Africa.
Why they needed us:
Due to the dynamic nature of its industry, it began to experience a decline in sales due to its competition doubling its marketing efforts. Hence, they picked Sproxil as their digital transformation expert for a tech-driven trade loyalty program.
Technology Solution (Facebook Chatbot):
Sproxil deployed a flexible crowd-sourced supply-chain data gathering platform designed to work at scale was deployed. This platform combined mobile technology, mass serialization, and direct consumer or channel partner engagement to unlock real-time business insights on product flow and consumption.
Success Metrics:
- 2000+ retail outlets were engaged
- Chatbot gave consumers specific product information, including the product’s page on Shalina’s website (Shalina.com) and other consumer-friendly sources of wellness information.
- Medicine – BIOFEN
Client Intro:
Biofen is known to market medicines that improve both the quality and duration of patient lives.
Why they needed us:
The influencers are the dispensing pharmacist to boost product sales in Nigeria.
Technology Solution (QR Code Scan):
Dispensing Pharmacist – They scan QR codes to build points that can be converted to cash rewards
So, they earn points for every unit of the product they dispense to the consumer. But they scan the QR code just before handing the medicine to the patient.
Conclusion
Sproxil is a global leader in establishing first connect with your consumers.
The above use cases have turned around sales for these global brands by giving state-of-an-art trade influencers and channel loyalty programs.
Sproxil is the world’s leader in consumer engagement technology for fast-growing markets, securely managing over 3 billion product units around the globe for tens of millions of consumers. Our rapid deployment and worldwide reach accelerate our clients’ sales.
Would you like to partner with us in your loyalty programs? Let us know.
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