UAE: With the goal of building loyal sales partner relationships and promoting best practice, plumbing supplies distributor NAMAT has selected ICLP to design, launch and manage an innovative new channel loyalty programme.
Believed to be the first of its kind in the region, Sibakaty – or ‘My Plumbing’ – leverages ICLP’s proven expertise in global channel programmes to provide a competitive differentiator for National Marketing Est. Co. Ltd (NAMAT).
Part of the IKK Group, NAMAT has been the Kingdom of Saudi Arabia’s leading distributor of NEPROPLAST products for more than 46 years. However, remaining competitive means finding new, exciting ways to strengthen existing relationships and acquire new customers.
Osama Bitar, Business Development & Marketing Manager at NAMAT, says: “For us, it’s a combination of building our knowledge of our partners and incentivising loyal, productive relationships. In line with our G.M’s vision and with ICLP’s expertise, we can increase engagement and sales, but we’re also hoping to fill in some of the gaps in our data. From sales frequencies to purchase cycles, these insights will help us to deliver outstanding service to our partners and anticipate production demands early. ICLP will play a key role in both ensuring the programme is engaging for our partners and equipping us with vital data analytics.”
Since the company’s appointment in May 2017, ICLP has used in-depth market research and commercial modelling to strategize and implement the Sibakaty loyalty programme, including everything from technology, marketing, and creative to staff training. Distinctly, the programme addresses the needs of NAMAT’s two customer groups: Tier 1 Customers (resellers, distributors, and wholesalers) who buy NEPROPLAST products directly from NAMAT and Tier 2 Customers (traders) who buy NEPROPLAST products from Tier 1 Customers.
Tier 1 Customers can earn points for purchases, which can then be redeemed online for a range of rewards. Meanwhile, Tier 2 Customers receive scratch cards for purchases, which can be scanned via a mobile app for entry into a prize draw and progress to a guaranteed reward.
Crucially, ICLP’s channel loyalty programme for NAMAT engages partners and resellers while also giving them their own competitive advantage –rewards and prizes for their customers.
Sanjit Gill, General Manager at ICLP Dubai, says: “This is a fantastic win for ICLP Dubai as it is our first non-tech sector channel client in the region. We have launched and currently manage several of these programmes elsewhere in the world, but it’s something truly new for the Middle East. While the initial programmes scope is targeted to the Jeddah region as a pilot, NAMAT has expressed a keen interest to expand the programme nationally, internationally, and across the other companies within the IKK Group.”
The Sibakaty loyalty programme is due to launch 28/02/2018.
ICLP is a leading end-to-end loyalty agency that drives customer devotion for clients across multiple sectors including retail, travel and technology. ICLP transforms customer relationships into personalised, profitable and emotional connections.
Blending data analytics, strategy, technology and creative expertise, ICLP delivers customer-centric engagement strategies that help brands to drive acquisition, repeat purchase and advocacy.
With over 25 years of experience and 26 global offices across Europe, the UK, Middle East, Asia and Australia, ICLP drives devotion for global brands including Dunhill, Harrods, L’Oréal, Estee Lauder, The Carlson Rezidor Hotel Group, Espirit, Cathay Pacific and Guess.
ICLP is part of the Collinson Group, a global leader in influencing customer behaviour to drive revenue and value. Collinson Group offers a unique blend of industry and sector specialists who together provide market-leading experience in delivering products and services across four core capabilities: Loyalty, Lifestyle Benefits, Insurance and Assistance.
ICLP Middle East:
The ICLP office in Dubai was established in 1996. We pioneered the concept of loyalty programmes in the Middle East with the launch of the first international-standard frequent flyer programme over 19 years ago. Today, we are recognised the region’s leading loyalty marketing agency, working with clients based in the GCC and Africa including Barclays Africa, OSN, Saudi Arabia Airlines, Qatar Airways, Oman Air, DHL and IHG.