Loyalty schemes for installers have always been considered important in the heating, ventilation and air conditioning industry (HVAC) as it allows manufacturers to develop lasting and mutually beneficial relationships with some of their closest stakeholders. We worked with Baxi to expand their existing loyalty scheme and make it even better.
Our audience research identified what heating engineers needed from a loyalty scheme, as well as showing how improvements to the current scheme would help Baxi maintain and grow their existing pool of Baxi Installers.
Baxi’s new Approved Installer initiative provides another level for current loyalty scheme members to aspire to and work towards, allowing Baxi to increase brand consideration by creating advocates among the installers.
We needed to create something aspirational for installers to strive to be part of, whilst also generating consumer awareness and ultimately increasing sales and growing market share.
For the Baxi Approved Installer launch we delivered extended functionality on the pre-existing tool, allowing Approved Installers to create dedicated, self managed microsites.
We defined processes and workflows within the current loyalty scheme and introduced the new processes to ensure the success of the new scheme whilst supporting stakeholders to ensure internal buy-in.
The result was a signficant increase in loyalty scheme registrations with over 100 registrations in the first month.