Buying and marketing group Sugro is looking to grow the reach of its reward scheme by making it available via the WhatsApp messaging platform.
The loyalty initiative was initially launched in February to all wholesalers using its b2b.store eCommerce solution. It is now rolling out this month across WhatsApp, so it is available to all members of the buying group.
The rewards programme is designed to encourage wholesalers’ customers to earn money off future purchases by completing different tasks, such as purchasing a certain quantity of a particular product or range or taking photographic evidence to show compliance or in-store display. Phase one of the project saw a dedicated rewards area being created within Sugro members’ b2b.store online ordering app, with Sugro noting that it had seen a strong level of interest from those eligible.
However, following requests from those using different e-commerce solutions, phase two will see reward incentives sent by WhatsApp directly to decision-makers within a wholesaler’s customer base – allowing for more frequent communications to be sent and higher engagement rates.
“The eRewards scheme generated a lot of interest among our members and suppliers when it first launched and confirmed our instinct that this was a good string to our bow,” said Sugro’s Head of Commercial and Marketing, Yulia Petitt.
“As with everything in a buying group, scale is really important, so having seen a glimpse of what this can achieve, we decided to take it up a notch. This is great news for everyone as it means more people will see the supplier incentives, and more wholesalers can take advantage of them.”
The scheme is running in partnership with Sugro suppliers and b2b.store to encourage more sales, with deals redeemable both online and other methods to get more engagement.
“We know our members’ customers are receptive to good deals and incentives, and we see this as an innovative way to drive more sales,” Petitt added.
“Creating a truly omni-channel scheme is important to us and we believe that adding a WhatsApp element to the initiative will take it on to another level.”
