Are the B2B loyalty case studies and programs you run typically long-term or short-term?

Our platform is designed to handle both long-term and short-term programs. Core B2B and Trade Loyalty programs are typically long-term, with an average tenure of around four years, focused on retention and partner lifetime value. We also execute short-term tactical campaigns such as scratch cards, lucky draws, and high-sales contests to drive immediate sales impact.

How does BigCity measure the success of its loyalty campaigns?

Success is measured using real-time key performance indicators across both financial and behavioural metrics. Financial metrics include sales uplift, customer lifetime value, and average order value. Behavioural metrics include customer retention rate, program enrolment and participation, and frequency of purchases.

What kind of Return on Investment (ROI) can we expect from B2B loyalty programs?

Return on investment from B2B loyalty programs is driven by reduced partner churn, incremental sales beyond existing baselines, and increased wallet share by incentivising partners to prioritise your products over competing brands.

What types of brands and industries does BigCity work with for B2B loyalty campaigns?

BigCity works across industries such as Automotive, FMCG, Retail, Consumer Durables, Building Materials, Electrical Equipment, Oil and Lubricants, Pharmaceuticals, Financial Services, Telecommunications, and Technology. Any business operating through dealer, distributor, retailer, or influencer networks can leverage BigCity’s customised B2B loyalty solutions.

Cadbury Loyalty Program Case Study

Overview

Cadbury wanted to leverage their sponsorship of the Indian Premier League (IPL) to create an immersive experience for its consumers whilst driving repeat purchase during this key trading period.

To achieve this, we created ‘Play More & Score More’, a platform where fans could take part in daily cricket-based Trivia Quizzes, and Predict and Win options during live matches, placing Cadbury at the centre of the action. Repeat purchase was driven by collecting ‘Runs’ for the chance to win a range of aspirational prizes. Either through purchasing special Cadbury packs, participating in games, trivia or sending messages of support to the IPL groundsmen.

Impact

By tapping into the psyche of the cricket fan via a variety of gamified touch points, via one single app, and by incorporating a mechanic that made participation infectious and highly competitive not only did we drive sales significantly, but we also drove sharing on social media to new levels. In part through dynamic live in match gameplay and in part through incorporating the nations appreciation for the unsung heroes of the IPL, the groundsmen.

Sales Incentives — FAQ