An ideal way to reward loyalty
The Ideal Boilers loyalty scheme, Installer Connect, focuses on the recruitment and retention of gas registered heating engineers in the highly competitive domestic one-off boiler market
After an initial commission to revamp the loyalty scheme and build a new website portal, Rare were appointed to manage the scheme with twin goals of boosting membership levels and engagement, to drive increased market share.
A comprehensive marketing programme was created, using printed mailers, e-mail marketing and promotional offers, and a member support team deployed to assist members via phone, email, support tickets and live chat.
Subsequent enhancements include a mobile app to allow onsite boiler registration via a bar code scanner, plus a handy fault-finding tool. Value added partner schemes and a bespoke software deployment to enable installers to design and print co-branded marketing materials further enhanced the installer offer.
The performance of this scheme played a significant part in helping Ideal become the fastest growing of the major boiler brands in the UK and to claim market leadership in the domestic replacement boiler market.
Over a 5-year period, significant results were achieved across multiple campaign metrics:
Over a 5-year period, significant results were achieved across multiple campaign metrics:
Threefold increase in total membership.
Significant increases in active membership and members moving up through the volume related activity tiers.
Fivefold volume increase in annual boilers registered via the scheme.
As a result of the success of Installer Connect, Rare subsequently developed additional portals and membership schemes to serve the social housing and housing developer markets.
The Installer Connect scheme was recognised with multiple awards at the Loyalty Magazine Awards, including Best Loyalty Scheme, Western Europe.
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