The challenge
VELUX wanted to strengthen and broaden its engagement with installers, through the reinvention and promotion of its Partner Programme.
The loyalty initiative would build upon the company’s existing installer rewards platform, offering access to training, technical support, marketing tools and product registration via a single portal.
We were assigned to help launch the programme. To succeed we needed to support meaningful, long-term engagement between VELUX and its installer audience. Importantly, this would include installers that had been hard to reach and engage with previously.
Our approach
Using in-depth research and marketing expertise, our team shaped new ways of reaching hard to engage audience segments.
We led a series of focus groups and 1-2-1 installer interviews which explored topics including attitudes to loyalty schemes, brand perception and communication preferences.
We deliberately focused on installers with little or no documented engagement with VELUX’s existing rewards scheme. These were the people the new programme most needed to win over.
Our research findings informed a phased launch and tiered audience contact model, designed to switch on new adopters and boost programme interaction.
By launching exclusively to members of the VELUX Certified Installer Partnership before taking the programme to the wider market, our phased approach rewarded the most loyal installers with genuine exclusivity; provided us with live beta testing and created a population of established, advocating users before the wider base arrived.
The results
100%
early adoption rate
Works
up-on target month-by-month
60+
hours of in-person target audience research
Award
nominated at the Construction Marketing Awards