Igniting growth in the domestic boiler replacement market
Winner of Best Long Term Loyalty Programme & Loyalty Programme of the Year: Western Europe.
Why we won: A massive achievement from a company operating in a very traditional sector. Loyalty should have an ROI and this programme does. Ideal was not afraid to move a successful scheme forward and benefited hugely from the results.
The installer is the main decision maker in terms of the boiler product and brand that they choose to buy from plumbing merchants, and in a highly competitive market gaining long-term loyalty is key to success.
To achieve this loyalty Ideal Boilers launched the Installer Connect rewards scheme for domestic boiler installers in 2009. In February 2014 it sought to revitalise the scheme with an ambitious re-launch putting member engagement at its core.
The re-launch featured a raft of enhanced member benefits, and has produced outstanding results including a fourfold increase in member activation, doubled total membership, and 350% growth in sales volume.
The added benefits included automatic boiler warranty registration, opt-in for automated service reminders, and free access to an online marketing toolbox to create co-branded marketing and advertising materials.
Initially the focus was on activating the 75% of existing members who were not currently using the scheme. Later emphasis shifted towards new member recruitment. Using the dedicated database developed for the website, members receive automated email reminders and offers relevant to their activity status and other criteria.
Ideal Boilers says the scheme has achieved greater brand loyalty and helped to increase its share of the boiler replacement sector from 6% to 28%, making it the market leader.
Installers have benefitted from the convenience and time saving the programme provides through automated processes. The scheme has eliminated additional costs, such as a £2.64 Gas Safe registration fee and charges for administration time. It has also generated additional customer enquiries for installers via their free online web profile on the Ideal Boilers website.
Installer Connect allows installers to use innovative tools such as in-app barcode scanning for boiler registration, service reminders, fault-finding tools and an ErP (Energy Related Products) Calculator.
Ideal Boilers worked with co-ordinating agency Rare Creative Group on this initiative.