Carpenters, the craftsmen who transform raw wood into functional works of art, have been essential to our lives for generations. Their skilled hands, steeped in tradition, have built homes, furniture, and intricate structures that stand the test of time. Even though, the path of a carpenter, deeply rooted in tradition and skill, is not without its share of modern challenges. In this blog, we delve into the significant role carpenters play, why loyalty programs often prove ineffective for these skilled craftsmen and the specific problems they encounter.
Let’s start with their importance:
Carpenters: Crafters of Dreams
Carpenters are not merely builders; they are artists. With hands honed by years of practice, they breathe life into architectural blueprints, measuring, cutting, and assembling to create furniture, structures, and intricate designs that stand the test of time. Till now, these artisans have been the custodians of age-old traditions, passing their skills from one generation to the next or they learn from “Ustaad (teacher)” for many years then they start their own.
Now, the times are changing, and technology is getting involved. Brands are approaching them. It is connecting them to the wider world. It is empowering them. However, it brings them a whole set of challenges, where they need to navigate through these unfamiliar terrains.
Loyalty programs have proven that it can be the guiding light that brands and their channel partners need. But often it falls short in engaging nano-influencers like carpenters and painters.
Problem 1: Lack of Awareness
Carpenters deeply involved in their craft, may not have the time or inclination to explore loyalty programs. Many remain unaware of their existence and benefits.
Brands should proactively reach out to carpenters and painters through various channels, including trade magazines, industry events, and online platforms, to create awareness about their loyalty programs. These artisans need to be made aware of the opportunities awaiting them.
Problem 2: Lack of Communication to Show Benefits
The often-digital nature of modern loyalty programs can pose a challenge for carpenters, who may not have constant access to email or actively use smartphones and loyalty program apps. This can hinder effective communication.
Brands should diversify their communication strategies. Utilizing SMS, direct mail, and traditional methods can reach carpenters and painters who may prefer non-digital channels. Consider creating a dedicated phone line or chat support for those who prefer verbal communication.
Problem 3: Lack of Training Incentivization
Carpenters continually seek ways to improve their skills. Yet, they don’t have the proper training centers, they have to rely on their local professionals working in their locality. This issue dominates in tier 2 and 3 cities. Generally, loyalty programs miss this opportunity by miles. It rarely incentivizes or supports their quest for knowledge and growth. The lack of training and its incentives can be a significant deterrent.
Brands must consider offering educational benefits or incentives, such as exclusive access to training seminars, workshops, or certification programs. These incentives will encourage carpenters to recommend brands. It will show that brands are genuinely committed to carpenters’ growth.
Problem 4: Complex Enrollment
Loyalty program enrollment processes can sometimes be intricate and time-consuming. Carpenters, with busy schedules and hands-on work, may be deterred by such complexities.
Brands should simplify the enrollment process. Making it mobile-friendly, reducing the number of steps, and offering multiple registration options like email, phone number, or social media login can make a significant difference. Simplicity is key.
Problem 5: Irrelevant Rewards
Many loyalty programs offer rewards that may not resonate with carpenters and painters. Generic discounts or offers on unrelated products may not capture their interest.
Brands should tailor rewards to the needs of carpenters and painters. Consider offering discounts on tools and equipment, exclusive access to carpentry seminars, or personalized gifts that cater to their craft. Relevant rewards are far more enticing.
Problem 6: Loyalty to Suppliers
Carpenters often develop strong relationships with their suppliers and may already be loyal to specific brands. This loyalty can deter them from enrolling in new loyalty programs.
Brands should explore partnership opportunities with the whole supply chain. It will create win-win scenarios where both the supply chain and the loyalty program offer complementary benefits to carpenters and painters, brands can overcome this challenge.
Problem 7: Customization Needs
Carpenters and painters have unique needs and preferences, often requiring highly customized solutions or rewards that align with their work patterns and specialties.
Brands should provide options for program customization. Allowing carpenters and painters to personalize their rewards or select from a menu of benefits that match their individual needs ensures that the loyalty program adapts to their unique requirements.
In conclusion, loyalty programs tailored for carpenters and painters must bridge the gap between tradition and modernity. By understanding and addressing the unique challenges they face, brands can unlock the loyalty of these dedicated artisans, fostering long-lasting relationships that endure the test of time, just like their craftsmanship. With tailored solutions, brands can empower carpenters and painters to become loyal brand advocates and enjoy the benefits of modern loyalty programs.
