Channelplay Case Study

Targeted Communication To Drive Engagement In Trade Loyalty Program

For a leading sanitaryware brand of the country, we run the loyalty program for their entire trade network. The client had shared with us the objective of increasing the activity level of the retailer base. The program management had put their heads to the task and came up with a targeted approach to increase the activity level and thereby increase the business of the client.


  • Formulated baseline for desired retailer activity along with the client
  • Identified the retailers not meeting the baseline activity level
  • Program Management spoke to a few of the identified retailers to understand the concerns
  • Based on the conversations, a script was prepared along FAQs for conversations to reactivate retailers
  • Trained the Customer Care Executives on the script and FAQ
  • CCEs called up all the retailers to reactivate
  • Lists of such retailers were also shared with Sales teams for their information and action as well


  • 40% of the retailers contacted made at least one transaction in the next 30 days
  • A total of 1.2 Crore worth new business was generated for the client through the activity in three months
  • Received appreciation from client

Topics: Loyalty Programs