Using B2B Loyalty Program to Improve Retention

Today’s consumers could be equally likely to trust recommendations from advocates as well as marketing pitches from your brand. Advocates are basically a mediator between a brand and its consumers, such as retailer stores or influencers. Examples of influencers are such as mechanics who recommend lubricants brand or hairdresser for hair care products. Especially for products that are less familiar for mass market, they take an important role for introducing or promoting certain brand.

Other than brands suggestions, store retailers can be an advocate with their store planogram (product displays in a store). According to Nielsen, the typical traditional trade store offers limited space. In Indonesia, it is 19 square meters on average. Hence, manufacturers often jostle for shelf presence and share of voice.

Loyalty programs are one of a marketing strategy to keep advocates on hook. If the brand wants to fuel the advocates with right incentive, they need to provide a way to prove the performance and reward the advocates accordingly. However, the methods used are often times very traditional, from a complex points system, impractical rewards merchandises, to slow data processing.

Why Advotics?

AdvoMarketing is an Advotics solution for B2B loyalty programs, with the goal to increase existing advocates/retailers sales through advocacy. Advocates can be rewarded through a couple of ways; from sales orders, receipts, QR codes, to documentation of planogram displays.

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1. First-hand Direct Data Collection

Through the app, advocates can request sales orders, check inventories, take pictures of competitors’ displays (planogram). This automated process can leverage them to do the tasks that normally field agents do when they visit retailers store. It reduces the frequency of field agents and merchandisers’ visits, thus allowing field agents to focus on other tasks, such as expanding store acquisition, managing complaints, etc.

2. Increasing Transparency

Transparency also helps the head office to implement new programs, new products, or a seasonal product to push. For example, if its rainy season, principle/distributors can push sales target straight to their advocates for waterproof paint bucket.

Advocates also doesn’t have to manually keep track of their own points. Every time an influencer does a sales order, they can immediately gain the points and see their overall progress. The more sales order the advocates do the bigger the points.

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3. Revolutionary Incentive System

The traditional system rewards their advocates with bulky merchandise, such as washing machines and electric fans. These incentives often times becomes a hassle instead of a reward for them because not every store owner needs a washing machine and often times ends up being a frustration for them to store these bulky items. Advotics on the other hand, have come up with the most effective incentives system to drive up advocates engagement. They can redeem their loyalty points with e-vouchers, mobile prepaid voucher, etc.

4. Providing Granular Data for Strategic Insights

Other than maintaining advocates’ retention, loyalty programs can also help your brands with product analytics and insights. Every time your products QR codes got scanned, you can track your transaction trail across all distribution chains (producers, distributors, field agents, retailers to consumers). Other than tracking, QR codes help product insights such as product details, sales quantity in a certain area, to stock inventory. Advotics’ AdvoMarketing is designed to produce insights that would help your brand to strategize better.

With the right strategy, you can maximize your profits in no time. Advotics’ AdvoMarketing, are the perfect solution to help you grow your business. Learn more about our AdvoMarketing now!

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