Overview
Our client, a global leader in professional tools and hardware, operates a portfolio of iconic and trusted brands across the UK.
Following a major corporate merger, the company shifted its sales strategy to focus on key national trade partners. While commercially sound at a high level, this strategic shift had an unintended consequence: it alienated a large, established network of independent dealers who lost direct contact and sales support.
They needed an offer to cut through the noise and talk directly to key sales channels again – the independent dealers.
Key Achievements
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100 %Purchase Visibility -
26 %Sales Growth. -
200 %Return on Investment
The Challenge
Competitors seized on opportunity in the change in market, offering dedicated support and promotional to these independent dealers. As a result, our client faced a critical commercial challenge:
- Eroding Share of Wallet: The independent dealer network was stocking and selling less of our client’s product range.
- Competitor Inroads: Aggressive competitor incentives were successfully luring dealers away.
- Loss of Influence: Previous tactical campaigns targeting end-user sales were failing because they didn’t address the core issue: the dealer’s purchasing decision.
The client needed to reverse this trend and prove its commitment to the independent channel. They required a new engagement model designed to:
- Reward and recognise the entire dealer network.
- Measurably increase their share of wallet.
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The Solution
We designed and executed “The Workshop Rewards,” a bespoke B2B targeted based incentive programme built on a deep understanding of the trade audience. The brand and platform were engineered to feel authentic and highly relevant – a central hub for the entire product portfolio.
Our model was not a simple points program; it was a commercially-driven growth engine.
Program Design
The program criteria were designed to change behaviour at the point of purchase. Dealers earned a base level of points on all eligible purchases across the client’s brand portfolio. Crucially, the model was built to be self-funded. The initial earn rate was modest, with significant value unlocked by hitting quarterly sales targets. This triggered incremental points accelerators, doubling the value of points earned and powerfully reinforcing the desired purchasing behaviour.
Target Audience
We identified that status and support were as important as rewards. The program included a “Premium Dealer” status, achieved by meeting specific program requirements. This unlocked a suite of high-value benefits, including exclusive product previews, preferential deals, in-store marketing support, and dedicated sales contact – directly addressing the dealers’ original pain points.
Communications
A dedicated communications strategy was essential to drive adoption and maintain momentum. This included:
High-Impact Launch: A fully branded launch kit including dealer tiering decals.
Personalised Messaging: The platform delivered a regular stream of personalised communications,
This kept the program top-of-mind and ensured dealers always knew what they needed to do to earn more.
Rewards
The reward offering was curated to be highly motivating for the specific audience. It was not just a generic catalogue; it was an integral part of the programme’s appeal.
Tiered Reward Options: The catalogue included everything from high-end electronics and desirable lifestyle products to group travel and unforgettable experiences, ensuring there was something aspirational for every level of participant.
Technology
The entire programme was powered by a fully branded digital portal. This allowed participants to monitor their sales progress against targets in real-time, see their points balance grow, and redeem from a curated rewards catalogue. The platform was supported by a multi-channel communication strategy, using personalised and automated messaging to maintain engagement and drive performance toward quarterly targets.
The Result
“The Workshop Rewards” successfully re-engaged the independent dealer channel, transforming a challenged network into a motivated and loyal growth engine.
By replacing a transactional relationship with a strategic partnership, our model delivered a measurable return, increased our client’s share of wallet, and rebuilt a critical route to market.
This case proves that a well-engineered, self-funding program can deliver a powerful commercial advantage that competitors cannot easily replicate.