Baxi proves it’s a master of marketing with award win

Baxi has scooped the Business to Business Award at this year’s Masters of Marketing Awards for its online installer scheme, Baxi Works.

Baxi scoop Business to Business award and Masters of Marketing Awards.
Baxi scoop Business to Business award and Masters of Marketing Awards.

The Masters of Marketing Awards recognise work that combines creativity and innovation with effectiveness – setting new standards for the industry. Baxi Works is a loyalty scheme built around core benefits that really matter to installers. Originally launched in 2010, Baxi re-built the programme as part of an overall drive to increase engagement, reduce manual administration tasks, grow sales and boost customer retention.

The new insight-led Baxi Works website focuses on what its customers really value in a loyalty scheme. With the onus firmly on prioritising, supporting and rewarding customers, Baxi Works incorporates many features that benefit and help installers in their work. It provides simple-to-use, personalised communications and is accessible on mobile.

Baxi fought off competition from global brands such as ITV Studios, Dyson and LinkedIn to win the award. The judges’ comments were: “This is a perfect example of a brand recognising the importance of its independent distributors and innovating around the tools and services it offers them to help them succeed.”

Andrew Keating, marketing director at Baxi Heating, added: “Making life easier for our customers is at the heart of what we do so I’m delighted that our marketing team has been recognised for their excellent revamp of the Baxi Works programme.

“Following extensive research into installers wants and needs we have revolutionised the way we communicate with our customers – we have reduced their pain points and provided them with tools and support to help them build their business. And we have created a platform to help them do that both today and in the future.”

Baxi Works membership gives installers priority call out with Baxi Customer Support, free Gas Safe notifications, easy warranty registration, technical help, free annual service reminders and a Baxi Toolbelt App. Plus, for every appliance registered, Baxi will give out points that can be redeemed for a number of rewards, from a new Apple iPad to a high-octane driving experience day.

For more information on Baxi Works and how to join, please visit:

About Fiona Russell-Horne

Group Managing Editor across the BMJ portfolio.

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