Loyalty Program Case Studies

Client Name : Ferrero Rocher Program Name: Sambandh

Location : Pan India Reach : 10,000 retailers

Product: Ferrero Rocher & Kinder joy

Campaign Period: 2014-2015

Challenge faced:
To increase sales and push newly introduced products of Ferrero Rocher and Kinder joy.

Solution:
A point based loyalty program through a web interface for point accrual and redemption,
targets were pre-defined to the retailers as per their past performances.

Program Mechanics:
The retailers were introduced to the program through emails and the program welcome kit
which included a welcome letter, program details and log-in ids. Points were allotted to the
retailers as per the sales achieved on month-on-month basis. The redemption window was
kept opened during the program and the retailers could redeem the points accumulated in
their account as per their liking against the gift catalogue.

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 Client: Johnson & Johnson Program Name:

1. Stayfree ke Sultan
2. Clean & Clear Beauty Premier League
(BPL)
Location: Pan-India Reach:

1. 14500 retailers
2. 1200 retailers

Challenge:
JnJ has been managing a QPS scheme for retailers internally which is an incentive program and has
tangible gifts as the gratification for target achievement. They were facing serious challenges in
terms of manual data management, dealing with multiple vendors for gift catalogue management,
lack of direct reach to all retailers leading to logistic issues as in many cases the gifts were sent to the
distributors.

In all, the team faced bandwidth issues to manage the program efficiently.

Solution:
RewardPort provided a robust solution to all the pain points by creating a unique platform to
manage the entire redemption on single window and managing entire program end-to-end

Program mechanics:
RewardPort created a “My choice of Gift” card which has a Unique Code printed on it and the details
of gift options available in a particular slab, alongwith other program related details. JnJ couriers the
vouchers to the qualified retailers as per their slab category.

Retailer follows the instruction to redeem his choice of gift on the portal which is then dispatched to
his address. Manual job of noting every retailer’s gift option in excel is shifted online and done by
retailer himself.

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 Client : HNG Float Glass Program name : Dhanvarsha

Location : Pune and Ahmedabad Reach : 1000 Retailers

Product: Clear Glass and Float Glass

Campaign Period: 2015- 2016

Challenge faced:
HNG Float and HNG clear glass wanted to push their newly launched glass variants in market
and along with it they also wanted to incentivize the key stake holders so that the stock
moves out at a faster speed.

Solution:
We helped HNG execute a program, where every retailer visiting a dealer will receive a
voucher on purchasing the HNG float glass and HNG clear glass product. Points were allotted
to each voucher and were added in the retailers account. Later at the end of the year, the
accumulated points can be redeem against gifts of retailers choice available on the
redemption catalogue.

Program Mechanics:
The retailers will receive a voucher from the dealer every time they purchase the HNG float
and clear glass product, when the retailer send the first message, he is enrolled in the
campaign. Later to claim the points, the retailer sms’s the code received on every purchase.
At the end of the program, RewardPort team shared the total points accumulated by the
retailer through sms along with the redemption link and the retailer can visit the website to
claim his reward.

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 Client Name: Nitco Tiles Program Name: Nitco Premiere Promotion

Location: Pan India Reach: 1000 Dealers

Challenges faced:
Company was managing gifting activity for dealers once in every year in a traditional way on Diwali.
Company was looking for an agency to manage yearly program to reward distributors on purchase.

Solution:
Dealers play a key role in influencing the buying patterns of the end users. RewardPort proposed a
point-based program which will reward dealers on volume of purchase, business growth and
collections.

Considering this RewardPort created a unique partner program for Dealers, to influence the
consumers to purchase NITCO products.

Following is the process required to actively contribute to NITCO PREMIÉRE:

Every registered dealer is offered a login on the website and basis to their contribution (sales done)
they were offered points, which they could redeem it for a specially curated catalog.

The USP of the program is the option to dealer to choose his choice of product from multiple
product options available in every slab category.

Program Mechanics:
Client converts sales data to points and shares the dealer-wise point data with RewardPort.
RewardPort uploads the data

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 Client : Dr. Reddy’s Laboratories Program name : Wintura

Location : Karnataka Reach : 3000 Employees

Product: Nise Gel

Campaign Period: 2015- 2016

Challenge faced:
Drop in sales of Dr. Reddy’s OTC products in the state of Karnataka, due to intense
competition and lack of inputs by sales team at Dr. Reddy’s in Karnataka.

Solution:
An effective incentive program based on SMS system where sales representatives can earn
points on every sale of Dr. Reddy’s SKU’s. A catalogue was designed keeping the sale
representatives profile in mind. The products/services in the reward catalogue were kept as
low as Rs.100/- so that the sales representative could redeem their points more frequently.

Program Mechanics:
Dr.Reddy’s field force were given enrollment forms which captured details such as Name,
phone number, address etc. Once the enrollment was done the data was uploaded to
RewardPort backend.
Sales data was recorded and sent to RewardPort for updating at an interval of every 15 days.
RP’s software sends an auto generated SMS to the Sales representatives informing them
about the points updated in their account. Post points update the Sales representative can
redeem his points when the redemption window opens through a SMS.

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 Client Name : Piramal (Saridon) Reach – 7000 Chemist

Location – Pan India

Product: Saridon

Campaign Period: 2015-2016

Challenge faced:
Drop in market share of Saridon, due to high competition in the OTC sector and the chemist
being the main influencer on suggesting OTC products.

Solution:
An incentive program on web and mobile platform where every chemist gets instant reward
on purchase of 12 strip Saridon retail pack.
To create an excitement the gratification was divided as per "SARIDON" alphabets SA, SAR,
DON & SARIDON (highest gratification given was 10 gms gold coin) & assured gratification
was Mobile recharge & Myntra Discount Voucher code.

Program Mechanics:
The chemists were briefed about the program by the sales force and through an info graphic
and a welcome letter. The chemist registered themselves through SMS in to the program.
On purchasing a retailer pack of 12 strip the chemist received a scratch card. Once the
unique code was messaged, the points were uploaded in the chemist’s account. The points
could be redeemed through SMS as well as website. Along with the assured points the
chemist also stood a chance to win a 10 gram gold coin if he managed to collect the word
‘SARIDON’.

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 Client Name : Danone Nutricia Program Name: Humsafar

Location : Pan India Reach – 8000 chemists/ retailer

Product: Protinex

Campaign Period: 2015 – 2017, 2017-2018, 2018-2019.

Challenge faced:
Danone wanted to increase sales on the new flavors of Protinex which were re-launched in
the market and also collect business intelligence.

Solution:
A unique slab based loyalty program, where the retailers were categorized in slabs as per
their past performance. The retailer’s targets were increased by 25-40% as per their slabs.

Program Mechanics:
The chemists were enrolled in the program, and were provided a unique id and the booklet
explaining and introducing them to the program. Points were provided to the retailers every
month as per the order placed with the company. RP’s software converted the sales data
into points and updated it in the retailers account every month. Once the retailer logs into
his account he can see the points accumulated in the account, the target points he needs to
achieve and the gift catalogue as per his slab. The redemption window was opened twice a
year, the retailers could redeem the gifts which ranged from electronics, household
appliances and travel packages.

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 Client Name: Abbott India Ltd Program Name: Digene ke Bahubali

Location: Pan-India Reach: 1000 distributors

Challenge: Managing end-to-end incentive program for distributors efficiently

Solution:

• RewardPort registered addresses and email ids of all distributors by getting a form filled with
their company seal & signature and digitizing it
• Created reward catalogue for 5 slabs with 4 gift options in each slab category
• deployed an account manager and operations resource for timely MIS & escalation
management
• Created a full-proof reward delivery system eliminating pilferage of gifts and theft/misuse by
parties
• Created periodic schemes for retailers- free recharge on billing of Digene products

Program mechanics: We receive a data file from Abbott team with address and gift option details of
the qualified distributors every month. Tangible gifts are dispatched directly on the addresses and e-
vouchers are emailed on their registered email id.