Dulux Paints Irl approached us with an interesting challenge. They had developed a loyalty programme for trade customers offering incentives and rewards to painters and decorators in an effort to boost trade sales. However, little or no attention had been given to the Dulux retailers in the process. This resulted in very slow recruitment to the loyalty programme.
We developed the ‘Dulux Trade Advantage League’ designed specifically for Dulux retailers and their staff incentivising them to recruit new painter/decorator members to the Dulux Trade Advantage Scheme itself. Each Retailer was supplied with a launch pack which included a brochure introducing them to the retailers League and how it worked as well as a flavour of the prizes they could win. Top prize was a TV Campaign on Setanta Sports plus runner up provincial prizes of local radio campaigns as well as spot prizes for staff to help keep them motivated. The pack also included a variety of impactful in-store POS highlighting the benefits of the Dulux Trade Advantage Scheme for painters and decorators together with a supply of Registration Forms which could be completed in store. Points were awarded for the number of new painter/decorator members recruited to the Scheme as well as prominent display of POS material in store.
Participant retailers were able to check their position on the League ladder online and this certainly helped fuel their competitive spirit. The League was an incredible success. The retailers really got behind it and membership of the Dulux Trade Advantage Scheme increased by a staggering 120% in just 6 months. So simply acknowledging and involving the retailers and their staff in a relevant and engaging way – paid huge dividends.