Channel - Loyalty
Channel loyalty is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing channel partners through incentives. Branding, communication, product marketing and loyalty marketing all form part of your customer lifecycle proposition – the subjective assessment by the channel partner of whether to purchase a brand or not based on the integrated combination of the value they receive from each of these marketing disciplines.
Grass Roots channel loyalty solutions empowers channel marketing managers with such tools as sales promotions, channel incentives, events, product launches, internal communications, and training on a worldwide basis.
Typically, our clients seek to improve the way they:
- Improve the penetration of channel sales across all product ranges
- Segment top producers and build awareness of all products in portfolio
- Develop compelling cross-sell propositions
- Develop compelling up-sell propositions
- Improve the sell-through of clearance stock
Many clients – particularly within under-served channels – are seeking to improve the way they cross-sell, up-sell and drive out clearance stock. However, such programs are premised on the ability to target individual channel partners based on their purchasing behavior histories. Identifying – from sales-out reporting – which partners are active, non-active or lapsed in particular product or solution areas, means that you now can automatically broadcast ‘Hot Offer’ emails to partners based on what they have been purchasing.
Channel loyalty:
- Delivering purchasing-behavior-based offers. I.e. not rewarding for purchases that would have been made anyway - focus on encouraging desired new behaviors
- Making sure that you are driving influence and 'front-of-mind' space and effectively rewarding channels for taking orders
- Delivering strong engagement and 2-way dialogue opportunities to build channel community and loyalty.
Grass Roots understands these challenges and has a wealth of experience in designing and developing programs that drive channel performance across national and international boundaries.
We manage everything including:
- Communication (offline and online media)
- Promotion materials and launch events
- Enablement, education, learning
- Measurement, reporting and surveying
- Reward fulfillment (in accordance with local law and taxes)
- Events and Public relations
Grass Roots channel loyalty solutions inspire and motivate your channel partners, to promote and sell your brand over your competition.
The Grass Roots Group employs over 1,000 professionals working from 27 Grass Roots companies spread out thorough the largest 16 economies of the world. Grass Roots is your local channel marketing agency, that supports all your global channel needs.
