Download - Lenovo Loyalty Program Case Study
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Copyright © 2013 Channelplay Limited
Copyright © 2014 Channelplay Limited 1
Simplifying
Retail Marketing
Partner Loyalty Program for LenovoJanuary 2014
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Copyright © 2013 Channelplay Limited
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Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study
Objective To design and execute a loyalty program with Lenovo channel partnersusing an online sales tracking and R&R program
Program Challenges• Channel partner enrollment & scheme design• Sales tracking and claim validation• Reward fulfillment in 96 cities for 40+ product categories• Channel partner feedback and helpdesk management
Scope of Work•
Program communication theme design• Online portal configuration & partner enrollment• MoM sales tracking and partner claim validation• Regular communication with partners – SMS, EDMs and Tele-calling• Reward sourcing, warehousing and dispatch within agreed timelines
CHANNELENGAGEMENTPROGRAM
2,500 CHANNEL PARTNERS
Industry: IT / ITESClient: Lenovo
40+ REWARD CATEGORIES
96 CITIES 21 STATES
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PROGRAM BACKGROUND
As India’s leading laptop and desktop brand, Lenovo identified the
need of penetrating the SME market and capturing its majority
market share. Lenovo addresses this market through its Tier III
Partners and Value Added Resellers (VAR representatives).
The objective of this partner loyalty program was to engage with
channel partners on a regular basis to build a positive brand
disposition while motivating and incentivizing them for selling
Lenovo products ranging from Think Pads and Tablets to Think
Centers and All-In-One (AIO).
Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study
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Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study
PROGRAMCHALLENGES
Channel Partner Recruitment and Scheme DesignEnrolling 2,500 partners present in 96 cities within one month of program sign-off. Two types of partners were enrolled – Tier III Partners and Value Added Resellers (VAR).
Different program schemes were to be designed to capture & track:• Sell-In for Tier III Partners – product purchase from authorized Regional Distributors (RD)• Sell-Out for VAR – product sales to end customers (SMEs)
Sales Tracking and Claim ValidationSetting up an online sales tracking and claim validation mechanism such that over 20,000monthly claims by channel partners could be tracked efficiently and transparently.
Reward Sourcing and FulfillmentReward catalogue designing, reward procurement, warehousing, logistics and dispatchacross 96 cities in India
Capturing Quarterly Channel Partner FeedbackReviews were to be gathered from channel partners on quarterly basis to ensure smoothfunctioning of the loyalty program and making it more productive.
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Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study
PROGRAMEXECUTION
End to end project management including program communication & scheme design,loyalty program website development, sales tracking, claim validation and R&R fulfillment
Activity Channelplay Advantage
Theme Design &Web PortalDevelopment
Online enrollment & registrationsthrough e-mail campaigns followed bytele-calling to channel partners
In- house creatives and Technology Solutions team forsystem design & websitedevelopment
Key Actions
Loyalty program theme and collateraldesigning such that the creatives aremotivational and inspire peer-to-peercompetition amongst channel partners
A dedicated website with secure login
credentials for each channel partnerserved as the hub for end to endmanagement of the loyalty program.
Channel PartnerEnrollment
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Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study
PROGRAMEXECUTION
End to end project management including program communication & scheme design,loyalty program website development, sales tracking, claim validation and R&R fulfillment
Activity Key Actions Channelplay Advantage
Scheme Designand ProgramCommunication
Product-wise points structuredesigning such that slow movingproducts are promoted more in a givenchannel.
Multiple such schemes for different
quarters and their communicationusing online & telephonic mediums.
Experience of managinglarge scale sales orientedloyalty programs
Claim Filing andData Validation
Claim filing by channel partners using webportal. Claim verification by reconciliationof filed claims against uploaded invoice.
Approved/disapproved claims are made
visible online.
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PROGRAMEXECUTION
End to end project management including program communication & scheme design,loyalty program website development, sales tracking, claim validation and R&R fulfillment
Activity Key Actions Channelplay Advantage
Sales Trackingand SegmentMigrationManagement
Analysis of product sales on a weeklybasis and incorporating insights intoscheme designs.
Partner communication on segmentmigration (upgrade from one segment
to another) to keep them motivated.
Proprietary data analyticplatforms and dedicatedhelpdesk for troubleshooting& partner management
Reward CatalogueDesign &Procurement
Reward catalogue is made availableonline for redemption against pointsearned by a channel partner.
Product procurement across 40+categories.
Experienced procurementteam for direct vendor/OEMtie-ups for bulk procurementat discounted prices
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Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study
PROGRAMEXECUTION
End to end project management including program communication & scheme design,loyalty program website development, sales tracking, claim validation and R&R fulfillment
Activity Key Actions Channelplay Advantage
Claim Redemption& Fulfillment
Self-audited claim redemptionfunctionality on web portal forapproved claims.
Automated SMS/Email alerts torespective stakeholders on successful
reward redemption and dispatch.
Tie-ups with leading logisticscompanies across India.
Complete ownership ofdispatched consignment,insurance and legal formalities.
Channel PartnerFeedback
Feedback from Channel Partners onquarterly scheme designs, rewardcatalogue, delivery timeline complianceand overall program execution.
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Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study
PROGRAMOUTCOMES
Impact | Quarterly Channel Partner Registrations
506
13751511
1658
104
139
163
186
610
1514
1674
1844
Q4-2012 Q1-2013 Q2-2013 Q3-2013
Tier III Partners VAR Total
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Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study
PROGRAMOUTCOMES
Impact | Sample Rewards for Channel Partners
Points Rewards 1 Rewards 2 Rewards 3 Rewards 4 Rewards 5 Rewards 6 Rewards 7 Rewards 8
50
Reebok
sunglasses
Aviators
Fast trackwatch
BB vouchersworth Rs 1250
Philips pop-uptoaster
David off
perfumer-cool
water
Skyline Foodwarmer
Travel cooker(RD)
American
tourister travel
wallet
100 Adidas Bag packApple iPod
shuffle4G (2GB)
Philips steam
ironAtta maker Bajaj OTG
Philips HD4907
Induction Cook
Top
Philips
FC6132/02
Vacuum
Cleaner
Heat convector
(RD)
250
Sony point &
shoot camera -
16.1 MP
Murphy
Richards Smart
Chef Food
Processor
IFB hobs(4
burners)HTC wildfire s
MapmyIndia
GPS Device
Probodyline
Magnetic
Upright Bike
IFB Chimney
Kenwood ES
021 espresso
Maker
500
Canon Legria
Camcorder(HF r36/R306)
Samsung 1 tonAC BSA treadmill Gold coin worthRs 25K
LG F8068LDP
Automatic 5.5kg Washer
Dryer
IFB dish washer BOSE free spaceenv speakers Nokia Purview808
1000Samsung Home
theatre system
Sony LED TV
(40")RADO Watch Apple I phone 5
LG GR-
B802GSPN -
635L (4 Star)
Frost Free
Refrigerator
OSIM uSoffa
Petit
Bike Yamaha
FZ-16
Canon Digital
projector
1500
Canon DSLR
(EOS 650D kit
(EF S18-55 IS II))
Samsung LED
TV (46")
Samsung
Refrigerator
(French door)
Tanishq
Voucher worth
Rs 1 lakh
BB PorscheTrip to Sri Lanka
(6N/7D)
Trip to Bali
(4N/5D)
Honda CBR
150cc
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PROGRAMOUTCOMES
Impact | Loyalty Program Website
Program Brief Page
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Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study
PROGRAMOUTCOMES
Impact | Loyalty Program Website
Products Brief Page
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PROGRAMOUTCOMES
Impact | Loyalty Program Website
Reward Catalogue Page
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PROGRAMOUTCOMES
Impact | Loyalty Program Website
Points Claim Page
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PROGRAMOUTCOMES
Impact | City-Wise Partner Registration Report
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PROGRAMOUTCOMES
Impact | Claims Report
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PROGRAMOUTCOMES
Impact | Partner Performance Report
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