Builders Merchants Journal – BMJ Publishing to Builders Merchants and the UK merchanting industry for more than 95 years
Saint-Gobain Weber’s loyalty rewards campaign has won first place in the Best Digital Campaign category at the Construction Marketing Awards (CMA).
The ‘You’re gonna love what Weber do’ loyalty scheme targeted merchants, distributors and tillers, with judges acknowledging its success in achieving high levels of customer engagement and product sales.
As part of the repositioning of Saint-Gobain Weber’s tile fixing product range, the company’s brief to award-winning creative digital agency IndigoRiver, was to raise the profile of Weber to the tile fixer amongst a strong competitor arena.
Peter Temprell, national tile sales manager, Saint-Gobain Weber, said: “This campaign has been based on strategic thinking and creative flair and has successfully repositioned the brand with a modern and innovative customer approach. The business has achieved fantastic results and we have transformed our on-line presence. None of this would have been possible without probably the best tile fixing range on the market today.”
Weber and IndigoRiver identified a programme that could be easily monitored, would encourage greater collaboration with distributors and sales teams, and develop an interactive social community which was introduced as a two-phase campaign.
Support channels included point of-sale, How-To videos, trade days, press and online advertising. This has been reinforced by a Love Weber microsite that provides product information and has formed a growing Weber community.
The second phase campaign is based on the Weber Rewards programme where tilers can register and redeem on-pack codes for fantastic added-value rewards which include Virgin Experience days, treat-yourself vouchers for hotel and spa breaks, electronic devices, sports equipment, branded clothing and much, much more. The campaign is on-going and is supported with the Weber Rewards Redeem on the Go app and is being promoted via existing channels and enhanced by a social media programme using Twitter and Facebook.
