Cas De Dietrich, VIP Lounge
Installers’ Loyalty Programme
Challenge
- How can we streamline the two loyalty schemes aimed at heating engineers – one for De Dietrich products and the other for Chappée?
- How can we improve the user experience?
- How can we boost recruitment and retention amongst the target audience?
Solution
- Creation of a unique, 100% digital loyalty programme featuring product barcodes that customers can scan to register their purchases.
- Introduction of a four-tier rewards scheme, with premium rewards and a “Carré VIP” theme.
Approach
- Development of a website and mobile application connected to the information system (SAP, Microsoft Dynamics).
- Implementation of a unified marketing automation system
- Sourcing of a customised rewards catalogue
Results
- Recruitment doubled among key targets
- Product declarations up 50%
- Single provider instead of five