If you’re not encouraging your customers to collect loyalty points, you’re leaving money on the table. Not just for them, but for your business too. Over the years, I’ve worked with countless manufacturers and installers, and I’ve seen how a simple points-based system can turn disengaged partners into loyal advocates.
Let me show you how.
The Problem: Loyalty That Fizzles Out
It’s a common scenario. Your customers buy your products sporadically, but there’s no consistent pattern. They’re not choosing you because they feel connected to your brand. They’re choosing you because, today, it’s convenient.
This kind of loyalty is fragile. A better price, an easier ordering process, or a shinier promotion from a competitor can easily pull them away.
And it’s not just about lost sales. Without a system to track and reward behaviour, you’re missing out on valuable insights. Who are your most consistent buyers? Which products drive repeat business? Without these answers, you’re flying blind.
The Agitation: When Loyalty Lacks Incentives
Imagine this: you’re an installer juggling multiple suppliers. Supplier A offers a loyalty points system where every purchase gets you closer to a new set of tools. Supplier B doesn’t.
Who are you going to prioritise?
Now flip the script. You’re the supplier. If you’re not offering loyalty points, you’re losing out on mindshare. Your competitors are making it easier for customers to stick with them.
This isn’t hypothetical. Research shows that 79% of consumers are more likely to stick with brands that offer loyalty programmes. That statistic doesn’t just apply to retail; B2B buyers are human too. They want to feel appreciated, rewarded, and understood.
The Solution: A Well-Designed Points Programme
Loyalty points work because they’re simple, measurable, and motivating. When customers see tangible rewards for their purchases, they’re more likely to stay engaged.
Here’s how to build a programme that delivers results:
- Define Clear Goals
What do you want to achieve? Increased sales? Repeat orders? Data insights? Start with the end in mind and design your programme around it. - Keep It Simple
Customers should understand how they earn and redeem points without needing a manual. For example:- Earn 1 point for every £1 spent.
- Redeem points for rewards like tools, training vouchers, or even experiences.
- Offer Meaningful Rewards
Generic rewards won’t cut it. Tailor your offering to what your customers value most. I’ve seen installers light up over branded jackets as much as high-end power tools. Know your audience. - Leverage Data
A points programme isn’t just about rewards; it’s a treasure trove of data. Use it to identify trends, segment your customers, and personalise your approach.
A Real-Life Example: Points That Build Loyalty
One of my clients, a supplier of plumbing fixtures, introduced a points-based programme for their installer network. Before launching, they surveyed their customers to understand what rewards would resonate most.
The top three? Fuel vouchers, high-quality tools, and exclusive training opportunities.
They rolled out a straightforward system:
- Installers earned points for every purchase.
- Bonus points were offered for high-margin products or during promotional periods.
- Redeeming points was easy, with an online portal showing their balance and available rewards.
The impact was almost immediate. Sales of high-margin products rose by 23% in the first three months. More importantly, the installers reported feeling more connected to the brand.
One installer told me:
“It’s nice to feel recognised. It’s not just about the tools; it’s about knowing the company values what I do.”
Why Loyalty Points Are More Than Just Rewards
Collecting loyalty points taps into something deeper than financial incentives. It’s about creating a habit. When customers know they’re earning rewards, every purchase reinforces the decision to choose you.
Over time, this builds not just loyalty but advocacy. Customers who feel valued are more likely to recommend your brand, share positive experiences, and deepen their commitment.
Think of it like planting a tree. Each point is a seed. With consistent care—clear communication, meaningful rewards, and regular engagement—you grow something enduring.
How to Get Started
If you’re ready to launch a loyalty points programme, here’s a roadmap to follow:
- Start Small
Pilot the programme with a specific customer segment or product range. Learn what works and refine as you go. - Communicate Clearly
Make sure your customers know the benefits of the programme. Use emails, product packaging, and sales reps to spread the word. - Monitor and Adjust
Regularly review your data. Are customers engaging? Are they redeeming points? Use these insights to fine-tune the system. - Celebrate Milestones
When customers hit major points thresholds, celebrate it. A personal email, a shoutout in your newsletter, or even a small surprise reward can make a big impact.
The Climax: Loyalty That Lasts
I’ll never forget one installer who shared their story with me. They’d been with the same supplier for years but felt underappreciated. Then the supplier introduced a points programme.
For every boiler installation, they earned points. For every training session attended, they earned more. After a year, they redeemed their points for a new set of drills.
“I could have bought the drills myself,” they said. “But earning them felt different. It felt like I was part of something bigger.”
That’s the power of loyalty points. They’re not just about transactions. They’re about trust, connection, and building a partnership that stands the test of time.
Are you ready to help your customers collect loyalty points and watch your business grow? Let’s make it happen.
