Objective
Superbond, a leading adhesives brand, aimed to strengthen its connection with its vital channel partners, carpenters and contractors, across India. Through the ‘Karigar Samarpan’ loyalty program, Superbond sought to move beyond traditional transactions and build stronger connections with these individuals, fostering advocacy for Superbond within their communities.
Challenges
- Lack of Engagement
Building and sustaining engagement with Karigars and contractors across PAN India (20K+ pin codes) was challenging due to varying needs and preferences of different regions and professionals.
- Disconnected Customer Relationships
There was a need for a platform to better connect with channel partners and create a sense of community among Karigars and contractors.
- Reward Mechanism
Establishing a rewards system that could efficiently cater to different user preferences and provide instant and appealing benefits was essential.
- Complexities in Scheme Management
Developing and managing dynamic schemes that were meaningful and relevant to the target audience proved to be a hurdle.
Solution
Superbond partnered with Almonds Ai to develop the "Karigar Samarpan" loyalty program, a mobile application featuring:
- Digital KYC
Seamless onboarding for karigars with a user-friendly digital registration process.
- Instant Rewards
Real-time points awarded for purchases, encouraging continued use of Superbond products.
- Dynamic Schemes
Flexible reward programs tailored to specific needs and preferences of karigars.
- Scan to Earn
Easy point accumulation through product scans, simplifying participation.
- Redemption Options
Flexibility to redeem points for physical products or UPI transfers, catering to diverse preferences.
Impact
- Increased Engagement
The loyalty program led to improved engagement with 25,000+ karigars on the platform, building a community centered around Super Bond products.
- Enhanced Brand Loyalty
Through personalized rewards and benefits, the program fostered strong brand loyalty among channel partners.
- Higher Redemption Rates
The diverse redemption options and instant rewards system resulted in higher redemption rates among users.
- Strengthened Brand Advocacy
Karigars and contractors, being more satisfied with the program, became brand advocates, amplifying Super Bond's message within their communities.
Conclusion
The "Karigar Samarpan" program, powered by Almonds Ai, demonstrates the success of a well-designed loyalty program in building strong relationships with channel partners. By recognizing the value of karigars and offering them a platform for engagement and rewards, Superbond has secured not only loyal customers but also brand advocates across India.