Channelplay Case Study

Retail Loyalty Program for Kelloggs


  • 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


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


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

Topics: Loyalty Programs