Dulux Paints, a leading Fortune 500 company and the globe’s most extensive paints and coatings provider has a presence in over 100 countries. Managing incentives and loyalty programs for more than 500,000 painters and contractors across eight diverse Southeast and South Asian markets required a comprehensive solution that could accommodate their $10M per annum channel management budget, address language barriers, and streamline incentive schemes.
- Overseeing incentives and loyalty initiatives for 500,000 painters and contractors in various regions.
- Establishing zonal or regional controls for business teams.
- Customizing and adapting incentive schemes to local preferences.
- Automating serialization for over 40 million products annually.
- Raising awareness and fostering engagement among painters and contractors on a large scale.
- Tackling language barriers across different markets.
- Collaborating with redemption partners such as Get Tada, Urbox, and Quikcilver in respective countries.
To address these challenges, Dulux Paints joined forces with O4S to develop a groundbreaking mobile app-based loyalty program for their channel partners in India, Indonesia, Singapore, Thailand, Malaysia, Vietnam, Sri Lanka, and Pakistan. The program focused on:
- Transitioning from coupons to dynamic QR codes on product packaging.
- Monitoring sales through QR code scanning by painters or contractors.
- Devising adaptable incentive schemes based on geography, SKUs, and other essential factors.
- Facilitating seamless redemption options via integrations with regional redemption partners.
- Engaging partners on a large scale using in-app notifications and SMS messaging.
- Boosting app engagement through gamification of reward points.
- Launching a multilingual application to break down language barriers.
- Implementing zonal or regional controls for business teams to manage local schemes.
- Providing real-time scan logs and data analysis dashboards for adjusting schemes dynamically.
- Efficient Channel Partner Management: Smooth onboarding, registration, and participation processes led to well-organized data for all partners.
- Precise Sales Data Tracking: Product serialization facilitated accurate tracking of sales across numerous regions.
- Customized Incentive Schemes: Business teams could fine-tune schemes based on regional needs and preferences.
- Streamlined Redemption Process: Integrations with regional redemption partners enabled seamless reward options.
- Heightened Engagement: A multilingual app, notifications, and SMS messaging increased awareness and participation among partners.
- Optimized Operational Efficiency: Automated processes alleviated the administrative workload on Channel Management Teams.
- 12% revenue growth in targeted regions
- Over 300,000 painters & contractor registrations
- 250,000+ monthly active users
- 97% user approval and satisfaction