Challenge: To motivate the people on the retail level who are selling the Benjamin Moore Paint to the public in order to increase interest and sales of specific promoted product.
Solution: Implement a rewards program targeting the Store Professionals working at the retail level with the consumer. The Store Professionals are awarded points based on sales of specifically targeted promoted product.
Execution
Program Website with Online Catalogue: A fully functional website with login portals for the Store Professionals, Retail Operators as well as Benjamin Moore representatives and territory managers. The Store Professionals can browse the online catalogue and redeem points for prizes from their portal. The Retail Operators can award the points to the Store Professionals at their location. The Benjamin Moore representatives are able to track points being earned by their locations, sales statistics as well as program participation to ensure that the program has maximum exposure and participation.
Quizzes and Training Materials: Quizzes are offered to the Store Professionals on various topics as training tools. Store Professionals who complete the quizzes are either entered into draws for prizes or are awarded bonus points for participation. This ensures that Store Professionals know all of the necessary information to successfully sell the promoted product.
Special Promotions: Special promotions, such as the “Thanks a Million” promotion, are offered to the Store Professionals and retailers. These help to keep up interest in the program as well as motivate people to visit the site and stay engaged. The “Thanks a Million” promotion counted up to $1,000,000.00 in redemptions in the program, which triggered a points discount on a number of popular items.
Results: The Benjamin Moore Rewards program has been extremely successful, winning a Canadian Marketing Association award in 2008.