Are the B2B loyalty case studies and programs you run typically long-term or short-term?

Our platform is designed to handle both long-term and short-term programs. Core B2B and Trade Loyalty programs are typically long-term, with an average tenure of around four years, focused on retention and partner lifetime value. We also execute short-term tactical campaigns such as scratch cards, lucky draws, and high-sales contests to drive immediate sales impact.

How does BigCity measure the success of its loyalty campaigns?

Success is measured using real-time key performance indicators across both financial and behavioural metrics. Financial metrics include sales uplift, customer lifetime value, and average order value. Behavioural metrics include customer retention rate, program enrolment and participation, and frequency of purchases.

What kind of Return on Investment (ROI) can we expect from B2B loyalty programs?

Return on investment from B2B loyalty programs is driven by reduced partner churn, incremental sales beyond existing baselines, and increased wallet share by incentivising partners to prioritise your products over competing brands.

What types of brands and industries does BigCity work with for B2B loyalty campaigns?

BigCity works across industries such as Automotive, FMCG, Retail, Consumer Durables, Building Materials, Electrical Equipment, Oil and Lubricants, Pharmaceuticals, Financial Services, Telecommunications, and Technology. Any business operating through dealer, distributor, retailer, or influencer networks can leverage BigCity’s customised B2B loyalty solutions.

Dettol Health Is Wealth On-Pack Consumer Offer

Overview

The Dettol Cashback promotion was part of Reckitt Benckiser’s broader marketing strategy to address challenges posed by increasing competition, shifting consumer behaviour and price sensitivity.

With rising hygiene awareness, especially post-pandemic, Dettol aimed to maintain its leadership in the germ protection market. However, one of the key challenges Dettol faced was balancing the need for widespread public health education with effective consumer engagement in a cluttered marketplace.

Solution

Dettol Health is Wealth created a layer of value whilst generating excitement and impact at the point of sale. The campaign had two elements as a cashback solution in isolation would be unlikely to generate as much engagement and impact. Although cashback was an essential element of this campaign to reduce price sensitivity among consumers while promoting the habit of regular use of hygiene products.

Hence, in addition to delivering an assured ₹40 cashback via Paytm or bank transfer on selected Dettol products, consumers could also win more substantial prizes in the form of gold coins up to the value of 1Kg in weight.

By combining assured cashback with the allure of the chance to win larger rewards like gold coins, Dettol effectively positioned itself as a brand offering both health and wealth to its consumers.

Impact

This strategy incentivized purchases and strengthened brand loyalty, especially when hygiene awareness was high. Dettol also leveraged broader social campaigns like the viral #HandWashChallenge on TikTok, which garnered over 18 billion views, enhancing digital engagement. This multi-pronged approach of combining consumer engagement, innovation, and health education reinforced Dettol’s leadership in the germ protection market.

Sales Incentives — FAQ