BUSINESS CONTEXT AND OBJECTIVE
A leading laminate manufacturer was experiencing declining engagement and reduced ROI in its decade-old loyalty program
designed for carpenters and contractors. While the standard range of laminates was well-received, the premium range struggled to
gain traction despite significant brand campaigns. The challenge was to revitalise the loyalty program to increase the sales
of the premium laminate range and enhance overall engagement and sales.
OUR SOLUTION-ING APPROACH
We implemented a strategic overhaul using advanced analytics to better understand and segment the loyalty community. Our approach involved:
Micro-Segmentation: Using advanced analytics, we identified micro-segments within the carpenter and contractor community. This allowed us to tailor our strategies to meet the specific needs and preferences of each segment, driving better engagement with the premium range.
Segment-Specific Strategies: We developed targeted strategies for each micro-segment, focusing on driving adoption and usage of the premium range. Our communications were aligned with the interests and motivations of each segment, ensuring relevance and resonance.
Multi-Media Communication: We employed a multi-media communication strategy to consistently nudge and engage participants. This approach included digital and traditional channels, ensuring high visibility and continuous engagement.
Phase-wise Roll-Out Strategy: Before a nationwide rollout, we piloted our strategies in two distinct markets. This allowed us to refine our approach based on real-world performance, ensuring a successful Pan-India implementation.
ACHIEVEMENTS
The campaign delivered outstanding results:
192% increase in the active base for the premium laminate range.
118% increase in tertiary sales during the campaign period.
32% increase in mobile app logins and 62% rise in loyalty points redemptions.
CONCLUSION
This case study demonstrates how a data-driven, targeted approach can breathe new life into a declining loyalty program. By understanding and addressing the unique needs of micro-segments in a highly complex market space, we significantly boosted engagement, sales, and program effectiveness for a leading laminate manufacturer.
