Channelplay Case Study

Plumber Loyalty Program for Leading Sanitary Ware Company

  • The main objective from the client was to directly engage with plumbers across the country and promote sales of their brands
  • The requirement was to run a business linked, long term loyalty program
  • To realize this objective, we conceptualized and executed a loyalty program to effectively engage client’s 5000+ Plumbers across the country


The key activities in project execution involved:

  • Designing a program to effectively fulfil objectives set by the client
  • Enrolling Plumbers through local meets
  • Implementing coupon based sales data collection system through SMS
  • Calculating the incentive due to each plumber basis the points collected and milestones achieved
  • Having a phone call based reward redemption system
  • Creation of a CRM portal through which the admins could digitise the data
  • Building emotional connect through wishes and activities on their important days
  • Helpdesk management and communication with plumbers via SMS, and tele-calling


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

  • Recognition for top plumbers and differential rewards for consistent performers
  • Effective engagement of influencers and creation of emotional connect
  • Easy to understand and use reward mechanism leading to higher connect with the program