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.

Lickables PlayPad Retailer Promo

Overview

In a highly competitive market, Cadbury sought to deepen its connection with consumers, particularly families with young children through digital entertainment-based engagement. Capitalizing on changing consumer habits, particularly among younger, tech-savvy generations, who expect more interactive and digital experiences from brands.

Solution

Cadbury Play Pad enhanced consumer engagement by introducing a fun interactive, educational app that delivered augmented reality experiences that blended entertainment and learning. Providing an extra layer of value beyond the treat occasion

Which appealed to both parents looking for educational tools and children seeking entertainment.

The Play Pad app offered a variety of interactive games and activities designed to engage kids in learning while playing with augmented reality features. Allowing players to interact with their surroundings, solve puzzles, and view 3D models by scanning the codes in each pack. Along with an activity zone allowing kids to colour objects that can later be brought to life in AR, enhancing creativity and learning.

Our involvement in Cadbury Play Pad was to create a range of offers that would drive both app download (in the form of cash back) and usage. Creating an additional value of layer to drive game play via a range of exciting, relevant in-app rewards to encourage players to play different games within the Play Pad. These rewards included exclusive offers like Rs.250 off on Myntra, Rs.500 off at VLCC, Rs.500 off on lenskart.com, 35% off on firstcry.com and 30% scholarship on Toppr.

Impact

As part of our overall role with Cadbury Play Pad we were able to add value across three distinct areas: Initial app download and participation. Driving gameplay and continued usage. Supporting Cadbury’s sales team via a dedicated Cadbury Lickables sales incentive rewarding participants with a range of high perceived value experiential rewards that could be enjoyed with their families.

Sales Incentives — FAQ