Imagine this. You’re a manufacturer pouring energy into crafting top-quality products. Yet, sales are flat. The culprit? Your reliance on an installer network you barely know. They choose your products one week and a competitor’s the next. Discounts and rebates seem like your only tools, but they’re expensive and easily matched.
Frustrating, isn’t it?
What if we told you there’s a way to inspire loyalty, engage your installers directly, and drive sales—all without gutting your margins.
We’ve spent years helping businesses like yours build relationships with trade professionals. The secret lies in a well-designed installer loyalty programme. Let’s break it down.
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What Rewards Do Installers Really Want?
Here’s the first thing: Installers don’t dream about discounts.
Sure, they’ll take them, but discounts are expected, not exciting. And they’re costly.
For instance, with a 30% margin, offering a 10% discount means you need to sell 50% more just to maintain the same cash profit.
Discounting can drive volume, but is it sustainable?
Points-based loyalty rewards, on the other hand, don’t have such a hard hit on your bottom line for products and help build long-term engagement and retention. Plus, the psychology shows that installers value tangible, aspirational rewards:
- Goodies they’d love to own but wouldn’t buy for themselves.
- Memorable experiences, like travel or exclusive events, that feel like a treat rather than a transaction.
By shifting focus to this sort of reward, you create real motivation. Installers will start to view every purchase as a step towards something meaningful.
That’s where the magic happens.
Why Tiers Beat One-Size-Fits-All Rewards
Not all installers are the same. Some are heavy hitters, placing regular bulk orders. Others are steady, dependable buyers who fly under the radar. Whilst many place the occasional order but their visits are rare. So, treating them identically won’t inspire each group.
A tiered loyalty reward structure changes the game, even if it’s as simple as…
- Base Tier: Access to essential rewards, perks and limited-time promotions to earn extra points and kickstart their loyalty journey.
- Mid-Tier: Elevate the experience with enhanced point-earning opportunities, special birthday and anniversary rewards, and exclusive access to advanced training resources to boost installer skills.
- Top Tier: True VIP treatment with invitations to exclusive events, ambassador-level gifts and access to a dedicated concierge reward service for personalised support and tailored perks.
The beauty of tiers is progression.
Once installers see a path to bigger rewards, they’ll stay engaged, striving for the next level.
So don’t forget to create progression opportunities. Make tier advancement achievable and rewarding. For example, offer bonus points for upselling or completing e-learning modules.
Insights are Your Best Ally
We’ve seen loyalty programmes fail because they weren’t built for their audience. Installers, like anyone, want to feel heard. If rewards miss the mark or communication feels impersonal, they’ll disengage.
Gathering feedback is non-negotiable.
Surveys, idea portals and real-time analytics will show you:
- Which rewards matter most.
- How often installers redeem points.
- What communication channels they prefer.
- The creative ideas they bring to the table.
Use this data to fine-tune your reward offering and the design of the wider programme. Think of it as a partnership – your installers’ input helps you help them.
Knowledge is Power (and Profit)
What’s better than an engaged installer?
An informed one.
By integrating product training into your loyalty rewards offering, you solve two problems at once. Installers earn points for completing e-learning modules or quizzes, and you ensure they truly understand your products.
For example, completing a product knowledge quiz could earn installers bonus points, while improving their ability to recommend the right products to customers.
It’s a win-win for sales and customer satisfaction.
Better knowledge means better recommendations. Your products become the go-to solution because installers trust them to meet their customers’ needs.
The Thrill of the Game
Sometimes, loyalty needs a little push. This is where gamification adds excitement, urgency and a healthy dose of competition.
To inject some life into your rewards programme during off-months, you might consider…
- Double Points Events:
Boost sales during slow periods by offering extra points for specific products. - Leaderboards:
Boost performance with individual and team leaderboards that inspire competition and collaboration. - Instant Wins:
Add fun with “spin the wheel” and “scratchcard” promotions for bonus points or prizes.
Gamification creates moments of action. It re-engages dormant installers and builds energy around your brand.
Loyalty Rewards Over Discounts
When you rely on discounts and rebates alone, you’re always fighting to stay ahead.
A loyalty reward programme shifts the narrative.
It builds relationships, creates lasting brand preference and drives sales without sacrificing your margins.
Done right, it becomes a bridge – a two-way channel where you inspire action, reward loyalty and keep your products front of mind for every installer in your network.
Ready to leave the discount war behind? Then together, let’s talk loyalty.
