Channelplay Case Study

Channel Loyalty Program for Electric Parts Retailers


  • Themain objective from the client was to directly engage with electric parts and hardware retailers across the country and promote sales of their brands
  • The requirement was to run a business linked, points based, long term loyalty program
  • To realize this objective, we conceptualized and executed a loyalty program to effectively engage client’s 400+ Retailers across the country


The key activities in project execution involved:

  • Designing a program to effectively fulfil objectives set by the client
  • Configuring an online portal where partners could view and redeem reward points
  • Enrolling channel partners and implementing the communication plan
  • Designing custom welcome kits for the partners to welcome them into the program
  • Creating a foolproof mechanism for digitisation of invoices and tracking partnerwise transactions
  • Creation of dashboards for the regional teams to track performance of their partners better
  • Building emotional connect through wishes and activities on their important days
  • Month-on-month points tracking and partner claim validation
  • Helpdesk management and communication with wholesalers via SMS, mailers and tele-calling
  • Reward sourcing, warehousing, dispatch and management within agreed timelines


The program was a success and the key highlights were as follows:

  • Recognition for top retailers and differential rewards for consistent performers
  • Effective engagement of channel partners and creation of emotional connect
  • Improved growth and profitability via increased sales and aspirational value
  • Improvement in “Top-of-Mind” re-call value and increased offtakes from channel partners

Topics: Loyalty Programs