CONSUMER SERVICES
Team BigCity - June 12, 2024
Our Role: Strategy | Ideation | Technology |Campaign Management | Data | Rewards | Fulfilment
Overview
Cadbury wanted to leverage their sponsorship of the Indian Premier League (IPL) to create an immersive experience for its consumers whilst driving repeat purchase during this key trading period.
To achieve this, we created ‘Play More & Score More’, a platform where fans could take part in daily cricket-based Trivia Quizzes, and Predict and Win options during live matches, placing Cadbury at the centre of the action. Repeat purchase was driven by collecting ‘Runs’ for the chance to win a range of aspirational prizes. Either through purchasing special Cadbury packs, participating in games, trivia or sending messages of support to the IPL groundsmen.
Impact
By tapping into the psyche of the cricket fan via a variety of gamified touch points, via one single app, and by incorporating a mechanic that made participation infectious and highly competitive not only did we drive sales significantly, but we also drove sharing on social media to new levels. In part through dynamic live in match gameplay and in part through incorporating the nations appreciation for the unsung heroes of the IPL, the groundsmen.
Our platform is designed to handle both, giving clients full flexibility. Our core B2B/Trade Loyalty programs are long-term strategies, often sustained for an average program tenure of 4 years, focused on building retention and maximizing partner lifetime value. However, we also execute short-term, tactical campaigns—or 'short-burst schemes'—such as scratch cards, lucky draws, and high-sales contests, to drive immediate spikes in sales or achieve quarterly targets.
Success is measured through a set of critical Key Performance Indicators (KPIs) tracked in real-time. These metrics cover two key areas:
1. Financial Outcomes: Tracking Sales Uplift (incremental revenue generated), Customer Lifetime Value (CLV), and Average Order Value (AOV) to ensure financial profitability.
2. Behavioural Metrics: Measuring Customer Retention Rate (or churn reduction), program Enrolment and Participation Rates, and the Frequency of Purchases to confirm that the program is successfully changing partner behaviour.
For well-designed and executed B2B loyalty programs, a strong return is primarily driven by:
• Retention: Significantly reducing customer or partner churn, as retaining a client is far more cost-effective than acquiring a new one.
• Incremental Sales: Ensuring that rewards are paid out only for performance that exceeds existing sales baselines, making the program self-funding based on growth.
• Wallet Share: Incentivizing channel partners to prioritize and sell a greater share of your products over a competitor's.
Our expertise spans a comprehensive range of sectors that rely on robust channel partner and trade networks for success. We routinely power campaigns for major brands in Automotive, FMCG, Retail, Consumer Durables, Building Materials (including cement, paint, and sanitaryware), Electrical Equipment (like lighting and switchgear), Oil & Lubricants, and Pharmaceuticals, Financial Services, Telecommunications, and Technology sectors. Essentially, any business that leverages a network of dealers, distributors, retailers, or third-party influencers—such as mechanics, architects, or contractors—to drive product sales can utilize our fully customized B2B loyalty solutions.
A promotech company specializing in tactical and loyalty campaigns, offering Retailer Programs, Influencer Programs, Distributor Programs, and Sales loyalty Programs. We leverage rewards, engagement-based technology, and loyalty strategies backed by AI and insights.
© 2024 Premier Sales Promotions Pvt. Ltd. All rights reserved.
TRADE PLATFORMS
