A trade based wholesale distributor had a large distribution footprint and a large number of customers. Its customers generally shared spend with 2 other competitors. Outside of its distribution footprint the company had very few differentiators and price fighting had become unsustainable. Normal tactical activity was to price cut, this was no longer sustainable.

The “exclusive” rewards program was designed, which set specific targets for each customer. Targets where tailored to maximise the wallet share and also give consideration to existing loyalty. A communication plan and sales management tools where provided to ensure the company could maximize the potential of the program through-out the promotional period.

Customers where engaged at a new level and critical intimacy was gained with these clients, reflecting in an overall improvement in client strategy as well as sales and profit improvement. The ROI was exceptional.