Leveraging Loyalty Schemes to Attract B2B Customers
In the competitive landscape of business-to-business (B2B) transactions, companies are constantly seeking innovative strategies to foster customer loyalty and drive…
March 15, 2024
In the competitive landscape of business-to-business (B2B) transactions, companies are constantly seeking innovative strategies to foster customer loyalty and drive…
March 15, 2024
In the competitive landscape of business-to-business (B2B) transactions, companies are constantly seeking innovative strategies to foster customer loyalty and drive sales growth. One effective approach gaining momentum is the implementation of loyalty schemes tailored specifically for B2B clients. In this blog, we delve into the significance of loyalty schemes in B2B settings, highlighting their role in cultivating customer relationships, boosting sales, and providing a competitive edge.
Traditionally associated with consumer-facing businesses, loyalty schemes are now finding their place in the B2B realm. These programmes are designed to incentivise repeat purchases and foster long-term relationships between businesses and their clients. Unlike B2C loyalty schemes, which often offer discounts or rewards points, B2B loyalty programmes may include tailored perks such as volume-based discounts, exclusive access to resources or services, or personalised account management.
Marshalls, a renowned supplier of landscaping and paving products, initially struggled with the effectiveness of their loyalty scheme. Despite having a reward scheme in place, they were dissatisfied with the results it yielded. Recognising the need for a transformation, Marshalls turned to us because of our extensive experience in the construction industry.
Loyalty Works revamped Marshalls' loyalty scheme to drive better outcomes by leveraging their specialised expertise. They devised a points-based system where customers accumulate points with every Marshalls product purchase. These points can then be redeemed for a variety of enticing rewards. Additionally, Loyalty Works developed a bespoke website, Marshalls Rewards, providing customers with seamless access to track their sales, view their points balance, and redeem rewards.
The impact of the revamped loyalty scheme was immediate and impressive. Within just four days of its launch, a remarkable 43% of Marshalls' customer database engaged with the new platform. This surge in engagement can be attributed to Loyalty Works' comprehensive marketing strategy, which ensured consistent communication and excitement leading up to the scheme's launch. Through strategically timed e-shots, Marshalls effectively informed their customers about the forthcoming changes, setting the stage for increased participation.
The success story didn't end there. In less than a week, nearly 100 additional contractors eagerly signed up for the revamped loyalty scheme, underscoring its effectiveness in attracting and retaining customers. Marshalls' positive reception of the enhanced loyalty programme further underscores its impact on driving customer engagement and loyalty in the B2B space.
In today's competitive B2B landscape, implementing a loyalty programme is not just a strategy—it's a necessity. Here's why:
In conclusion, loyalty schemes are a logical and strategic step for B2B businesses looking to drive sales, enhance customer relationships, and gain a competitive edge in their respective industries. By emulating successful case studies like Marshalls and understanding the unique needs of their clients, B2B companies can leverage loyalty programmes as a powerful tool for growth and success.
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