CREATING SUSTAINED GROWTH IN CUSTOMER PURCHASES OVER MORE THAN TWO DECADES
Business Goal
A nationally ranked electrical distributor wanted significant growth and brand recognition within the industry regardless of how the economy was performing.
Solution
After analyzing their business, as well as industry benchmarks and sales data, we developed a program structure to drive incremental sales growth through accelerated reward opportunities. Our program held strong for more than 20 years.
We segmented their 100,000-customer audience into three groups and then assigned the top 20% individual growth goals based on their segment and past purchases. Using projected sales growth, our client secured vendor funding to help pay for the program.
Individual branches received regular communications and activity reports. Those purchasing over goal unlocked accelerated reward opportunities. We offered a wide variety of redemption options including group travel with top executives.
Outcome
Because of the regular touchpoint elements and the aspirational reward options participants stayed engaged and worked to beat their goal year after year, despite the economy. In fact, enrolled participants outperformed the industry in up, flat and down markets. The evergreen program structure fostered long-term incremental sales growth for participating customers. Vendor involvement created long-lasting and beneficial relationships for all involved.
