The Result

• Personalised communication channel with smaller resellers
• Easy to use rewards program that delivered meaningful rewards
• 400+ registered resellers engaging at the height of the campaign
• Increased brand awareness and loyalty 
• Increased sales of HP Original supplies

The Insight

As the old adage goes, a bird in the hand is worth two in the bush. Keeping customers, or in this case resellers, is a lot easier than finding new ones, but loyalty and engagement are critical. Loyalty programs work, but they need to be low effort, consistent, easy to use and deliver rewards that are genuinely appealing.

The Strategy

The HP Supplies Loyalty Program was launched in July 2017 and ran for just over two years. The aim was to drive sales of original HP supplies, while at the same time build meaningful relationships and drive loyalty with HP Proximity Partners. We used our ‘always on, always available’ platform to educate and engage while keeping the HP brand top of mind and rewarding partners for loyalty. 

The mechanism was simple: for each HP Original ink and/or toner product they purchased to resell, partners received loyalty points. They could accumulate and cash these points in when they reached a minimum threshold. 

An intuitive website allowed Proximity Partners to read up on the benefits of HP Original supplies and register for the sales incentive and loyalty program. On the back end, we used HP’s sales reports from distribution to collate data on the number of units sold each month, and this data was uploaded in summary form onto the portal. 

During the incentive, resellers could track their sales and see their points add up over time. Once they had enough points, they could cash them out in the form of  a MasterCard gift card that we sent to each participant after registration. This card could be used like cash, anywhere the reseller wished.