Lenovo Loyalty Program Case Study

8/9/2019 Lenovo Loyalty Program Case Study

1/19

Copyright © 2013 Channelplay Limited

Copyright © 2014 Channelplay Limited 1

Simplifying

Retail Marketing

Partner Loyalty Program for LenovoJanuary 2014


2/19



Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

Objective To design and execute a loyalty program with Lenovo channel partnersusing an online sales tracking and R&R program

Program Challenges• Channel partner enrollment & scheme design• Sales tracking and claim validation• Reward fulfillment in 96 cities for 40+ product categories• Channel partner feedback and helpdesk management

Scope of Work•

Program communication theme design• Online portal configuration & partner enrollment• MoM sales tracking and partner claim validation• Regular communication with partners – SMS, EDMs and Tele-calling• Reward sourcing, warehousing and dispatch within agreed timelines

CHANNELENGAGEMENTPROGRAM

2,500 CHANNEL PARTNERS

Industry: IT / ITESClient: Lenovo

40+ REWARD CATEGORIES

96 CITIES 21 STATES


3/19



PROGRAM BACKGROUND

As India’s leading laptop and desktop brand, Lenovo identified the

need of penetrating the SME market and capturing its majority

market share. Lenovo addresses this market through its Tier III

Partners and Value Added Resellers (VAR representatives).

The objective of this partner loyalty program was to engage with

channel partners on a regular basis to build a positive brand

disposition while motivating and incentivizing them for selling

Lenovo products ranging from Think Pads and Tablets to Think

Centers and All-In-One (AIO).



4/19




PROGRAMCHALLENGES

Channel Partner Recruitment and Scheme DesignEnrolling 2,500 partners present in 96 cities within one month of program sign-off. Two types of partners were enrolled – Tier III Partners and Value Added Resellers (VAR).

Different program schemes were to be designed to capture & track:• Sell-In for Tier III Partners – product purchase from authorized Regional Distributors (RD)• Sell-Out for VAR – product sales to end customers (SMEs)

Sales Tracking and Claim ValidationSetting up an online sales tracking and claim validation mechanism such that over 20,000monthly claims by channel partners could be tracked efficiently and transparently.

Reward Sourcing and FulfillmentReward catalogue designing, reward procurement, warehousing, logistics and dispatchacross 96 cities in India

Capturing Quarterly Channel Partner FeedbackReviews were to be gathered from channel partners on quarterly basis to ensure smoothfunctioning of the loyalty program and making it more productive.


5/19




PROGRAMEXECUTION

End to end project management including program communication & scheme design,loyalty program website development, sales tracking, claim validation and R&R fulfillment

Activity Channelplay Advantage

Theme Design &Web PortalDevelopment

Online enrollment & registrationsthrough e-mail campaigns followed bytele-calling to channel partners

In- house creatives and Technology Solutions team forsystem design & websitedevelopment

Key Actions

Loyalty program theme and collateraldesigning such that the creatives aremotivational and inspire peer-to-peercompetition amongst channel partners

A dedicated website with secure login

credentials for each channel partnerserved as the hub for end to endmanagement of the loyalty program.

Channel PartnerEnrollment


6/19




PROGRAMEXECUTION


Activity Key Actions Channelplay Advantage

Scheme Designand ProgramCommunication

Product-wise points structuredesigning such that slow movingproducts are promoted more in a givenchannel.

Multiple such schemes for different

quarters and their communicationusing online & telephonic mediums.

Experience of managinglarge scale sales orientedloyalty programs

Claim Filing andData Validation

Claim filing by channel partners using webportal. Claim verification by reconciliationof filed claims against uploaded invoice.

Approved/disapproved claims are made

visible online.


7/19Copyright © 2013 Channelplay LimitedCopyright © 2014 Channelplay Limited 7


PROGRAMEXECUTION



Sales Trackingand SegmentMigrationManagement

Analysis of product sales on a weeklybasis and incorporating insights intoscheme designs.

Partner communication on segmentmigration (upgrade from one segment

to another) to keep them motivated.

Proprietary data analyticplatforms and dedicatedhelpdesk for troubleshooting& partner management

Reward CatalogueDesign &Procurement

Reward catalogue is made availableonline for redemption against pointsearned by a channel partner.

Product procurement across 40+categories.

Experienced procurementteam for direct vendor/OEMtie-ups for bulk procurementat discounted prices




PROGRAMEXECUTION



Claim Redemption& Fulfillment

Self-audited claim redemptionfunctionality on web portal forapproved claims.

Automated SMS/Email alerts torespective stakeholders on successful

reward redemption and dispatch.

Tie-ups with leading logisticscompanies across India.

Complete ownership ofdispatched consignment,insurance and legal formalities.

Channel PartnerFeedback

Feedback from Channel Partners onquarterly scheme designs, rewardcatalogue, delivery timeline complianceand overall program execution.




PROGRAMOUTCOMES

Impact | Quarterly Channel Partner Registrations

506

13751511

1658

104

139

163

186

610

1514

1674

1844

Q4-2012 Q1-2013 Q2-2013 Q3-2013

Tier III Partners VAR Total




PROGRAMOUTCOMES

Impact | Sample Rewards for Channel Partners

Points Rewards 1 Rewards 2 Rewards 3 Rewards 4 Rewards 5 Rewards 6 Rewards 7 Rewards 8

50

Reebok

sunglasses

Aviators

Fast trackwatch

BB vouchersworth Rs 1250

Philips pop-uptoaster

David off

perfumer-cool

water

Skyline Foodwarmer

Travel cooker(RD)

American

tourister travel

wallet

100 Adidas Bag packApple iPod

shuffle4G (2GB)

Philips steam

ironAtta maker Bajaj OTG

Philips HD4907

Induction Cook

Top

Philips

FC6132/02

Vacuum

Cleaner

Heat convector

(RD)

250

Sony point &

shoot camera -

16.1 MP

Murphy

Richards Smart

Chef Food

Processor

IFB hobs(4

burners)HTC wildfire s

MapmyIndia

GPS Device

Probodyline

Magnetic

Upright Bike

IFB Chimney

Kenwood ES

021 espresso

Maker

500

Canon Legria

Camcorder(HF r36/R306)

Samsung 1 tonAC BSA treadmill Gold coin worthRs 25K

LG F8068LDP

Automatic 5.5kg Washer

Dryer

IFB dish washer BOSE free spaceenv speakers Nokia Purview808

1000Samsung Home

theatre system

Sony LED TV

(40")RADO Watch Apple I phone 5

LG GR-

B802GSPN -

635L (4 Star)

Frost Free

Refrigerator

OSIM uSoffa

Petit

Bike Yamaha

FZ-16

Canon Digital

projector

1500

Canon DSLR

(EOS 650D kit

(EF S18-55 IS II))

Samsung LED

TV (46")

Samsung

Refrigerator

(French door)

Tanishq

Voucher worth

Rs 1 lakh

BB PorscheTrip to Sri Lanka

(6N/7D)

Trip to Bali

(4N/5D)

Honda CBR

150cc




PROGRAMOUTCOMES

Impact | Loyalty Program Website

Program Brief Page




PROGRAMOUTCOMES


Products Brief Page




PROGRAMOUTCOMES


Reward Catalogue Page

Lenovo Loyalty Program Case Study

Documents

Transcript of Lenovo Loyalty Program Case Study