Retail Loyalty Program for Kelloggs

Objective

• Client wanted to build direct and effective relationship with stand alone self service retailers across the country
• 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 1500+ Retailers across the country

 Approach

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
• 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

 Outcome

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
• Average TAT for redemption fulfilment - 10.52 days - against a stipulated TAT of 30 days