Channelplay Case Study

Partner Loyalty Program For An IT Major


As India’s leading laptop and desktop brand, client identified the need of penetrating the SME market and capturing its majority market share. Client addressed this market through its Tier III Partners and Value Added Resellers.

The objective of this partner loyalty program was to engage with channel partners on a regular basis to build a positive brand disposition while motivating and incentivizing them for selling the brand’s products.


Key highlights of program execution:

  • Two types of partners were enrolled – Tier III Partners and Value Added Resellers.
  • Different program schemes to capture and track Sell-In for Tier III Partners.
  • Online sales tracking and claim validation mechanism to ensure efficient and transparent processing of 20,000+ claims monthly.
  • Reward catalogue designing, reward procurement, warehousing, logistics and dispatch across 75+ cities in India.
  • Capturing quarterly channel partner feedback to ensure smooth functioning of the loyalty program and for making it more productive.


The program was executed with periodic reporting on partner registration, partner performance and reward tracking.

  • 2000+ Channel Partners across 20+ states were part of the program
  • 40+ reward categories for channel partners to redeem the rewards
  • Quarter on quarter steady increase in channel partner enrollment

Topics: Loyalty Programs