WIDIA wanted to go to market with a groundbreaking Industrial B2B Loyalty concept that would enable them to access and incentivise their end-customers without compromising their relationships with Distributors. The overarching objective was to increase both quantity and the amount of categories purchased. The challenge was that distributors sell products at different price points, do not share their price per product information, and are averse to providing any information about their customers.
We were able to reconfigure and white-label one of our hierarchy based loyalty platforms that the Distributors could offer to their customers with an easy sign-up process. Customers are even able to purchase products from their dedicated Distributor, and they can also redeem their points for additional WIDIA products. To eliminate any data upload burdens, we have integrated with the WIDIA purchase transaction system and formatted the files in a way to seamlessly pull into the system and upload user accounts. To ensure Distributors were comfortable that their markups were not being revealed, the programme was designed to reward the customers for the amount of categories purchased rather than the transactional value. Additionally, by having easy admin access to all of their general Customer and Distributor data, WIDIA is able to identify trends, push out specific communications, and view how the programme is performing real-time.
We have seen a huge 70% programme uptake ahead of direct sales rep promotion. The most beneficial activity for a manufacturer (WIDIA) is when their customers who only buy from one product category start to shop from another as a new product line sold in will never leave the customer catalogues. Throughout the programme pilot we saw average category per customer purchases grew from 2.1 to 3.