Customer Loyalty Case StudyProgram Drives Contractor Loyalty for Electrical Distributor

“ Selecting ITA Group is still one of the best decisions I have ever made during my career.”

- Senior Manager, Marketing Support, Fortune 500 Manufacturer

Audience20,000 independent contractors

Objectivesn Increase sales revenues.n Strengthen contractor customer loyalty.

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Strategies & TacticsStrategy: Develop a contractor customer loyalty platform under which a variety of initiatives could be implemented and aligned.Tactics: ITA Group introduced an umbrella strategy where participating vendors paid a program joining fee to participate. The client encouraged its stores to promote a participating vendor’s products over a competitor’s products, both at the counter and through program communication materials. The vendors, in turn, saw the value of their joining fees, as the initiative provided more targeted and measurable results than their traditional store-based advertising.

Strategy: Drive loyalty to participating vendors by ensuring employees and contractor customers were aware of and supported the program at all times.Tactics: Program announcement kits introduced the program to contractors and store employees. Contractors regularly received program updates including in-store promotional materials and periodic mailings (often referencing spurts) designed to build upon the base program and target contractor workers purchasing products over the counter.

Strategy: Keep purchasing behaviors top-of-mind with contractor customers.Tactics: Contractors accumulated award points for every dollar of select product purchased and progressed up a series of tiers based on purchase volume. Once a higher tier was achieved, additional award points were awarded retroactive to dollar one. Incremental award points were associated with and funded by the appropriate vendors.

Resultsn Top contractor purchases increased 11%