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Kohinoor – Loyalty Program

Packaged rice market in India faces stiff competition from local players as well as private retail brands. Ensuring market penetration through better distribution while remaining economical, poses a big challenge for national players like Kohinoor Basmati Rice. Thus, the budget for a reward on the purchase of a 20-kg rice pack must be economical to the brand – because of which there is a huge constraint on offering rewards that excite or incentivize retailers to buy more. Kohinoor wanted a solution using which they could increase the visibility of their brand on retail outlet shelves. To make the offering economical for the brand, yet exciting for retailers – we created a two-month loyalty program called Summer Surprise offer. It was a point-based loyalty program for retailers, in which they would earn 40 points on every purchase of 20-kg pack of Kohinoor Basmati Rice. They could start redeeming after accrual of 100 points, that is, after purchase of three packs onwards. This incentivized them to buy more, push sales and make the product more visible on their shelves. The retailers received a scratch card through which they could redeem rewards. In addition, they also received a Welcome Kit, which contained the reward catalog, redemption process, and information about the Summer Surprise offer. A variety of exciting and aspirational rewards (keeping the audience in mind) were offered to start at 100 points which included Davidoff perfumes, Panasonic home theatres, LG microwave ovens and even mobile recharge.

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