Customer Loyalty Case StudyWholesaler Implements Top-to-bottom Engagement Strategy

“ The program has done everything you said it would do.”

- Client’s Vice President of Marketing

Audience200+ building supply distributors and their 7,000+ contractor customers

Objectivesn Increase wallet share of current customer base.n Expand market share with new customer base.n Drive value for manufacturers.n Produce measurable results aligned with

corporate priorities.

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Strategies & TacticsStrategy: Provide data for distributors to offer an incremental loyalty program on a local level. Tactics: An online reporting tool generated ROI data based on gross profit and previous year’s purchases to enable retailers to target customers with the highest growth potential. Distributors enrolled contractor customers and set goals based on maximizing ROI.

Strategy: Leverage purchasing data to drive customer loyalty and employee engagement. Tactics: Manufacturers financed the incentive effort that featured brand-specific loyalty points for each contractor customer. In exchange for their sponsorship, manufacturers received detailed sales behavior data, previously unavailable.

Strategy: Engage walk-in customers.Tactics: A point-of-sale communication program addressed small business issues using in-store signage and dimensional pieces. A card gave contractors making highly profitable counter purchases an opportunity to scratch and win merchandise awards such as fleece jackets, LED work lights, fishing tackle bags, sport watches and wireless headphones.

Resultsn The average active customer purchased

nearly twice as much as the average enrolled customer, and 27% more products from participating manufacturers than non-active customers

n No customer has redeemed any points without producing incremental growth

5I07C5-012 ITA Group®, the associated design/logo and Driven by Loyalty® are registered service marks of ITA Group, Inc. All rights reserved.

About ITA Group We create and manage events, incentives and recognition programs that align and

motivate your people. ITA Group has operations in Atlanta, Boca Raton, Chicago, Dallas, Des Moines, Detroit,

Indianapolis, Los Angeles, Minneapolis, Philadelphia, San Francisco and the greater New York City area.

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