This is an illustrative composite example that shows a typical program structure. It does not describe a specific named client.
The challenge
The brand's dealers stocked several competing brands, and previous cash-based schemes were absorbed into margins without changing sales behaviour.
Physical gifts were expensive to deliver to smaller towns and arrived too late to motivate during the festive window.
The approach
- Designed three volume slabs with escalating gift card values.
- Offered high-utility brands (marketplace, groceries, fuel) at lower slabs and aspirational brands (travel, jewellery, electronics) at higher slabs.
- Distributed rewards digitally in batches as dealers qualified each fortnight.
- Communicated the scheme through the brand's sales team with a simple leaderboard.
Brand mix
| Category | Share of program |
|---|---|
| Marketplace | Largest share |
| Groceries & home needs | Significant |
| Electronics | Moderate |
| Travel | Top slab |
| Jewellery | Top slab |
Outcomes
- Dealers received rewards within days of qualifying, reinforcing the scheme's credibility.
- Aspirational rewards at top slabs gave dealers a clear goal to aim for.
- The sales team could focus on selling instead of reward logistics.
When dealers saw rewards arrive within days, participation in the next scheme went up on its own.— National Sales Manager (illustrative)