ROCKWOOL Poland
Building and developing the community
of ROCKWOOL Contractors
Industry
Construction
Solution
B2B Loyalty Program
Scope of Cooperation
ConsultingProgram ImplementationIT PlatformProgram CoordinationHelpdesk
Client's Challenge
- Comprehensive redesign of the existing loyalty program
- Creating a database of contractors insulating single-family homes
- Building loyalty among contractors
- Increasing contractor engagement in communication with the brand
Solution: 'ROCKWOOL Super Contractors Club' Loyalty Program
In the first year of running the program, our task was primarily to build the reach of the campaign promoting the program and engage participants.
Before we started designing the solution, we focused on thoroughly understanding:
We assumed that the key motivator for joining the program would be immediate gratification. We adopted the following main operational assumptions:
This shape of the program recruitment process allowed
Before we started designing the solution, we focused on thoroughly understanding:
- target group motivations
- potential objections
- purchase frequency
- purchasing decision-making process
- technical barriers to program entry
We assumed that the key motivator for joining the program would be immediate gratification. We adopted the following main operational assumptions:
- Contractors report implementations via SMS, and further contact is conducted by phone
- Each accepted implementation results in a reward
- The range of rewards to choose from is small (4 to 6 items), but regularly updated (several times a year)
This shape of the program recruitment process allowed
We have been cooperating with Oskar Wegner agency for several years in implementing a loyalty program aimed at contractors. Thanks to their commitment and creative approach, the database of contractors using ROCKWOOL materials has significantly expanded. The ROCKWOOL SUPER CONTRACTOR Club is definitely the most comprehensive and best-received loyalty program in the building insulation category.
The agency team not only effectively implements the program's assumptions, but also regularly proposes new solutions that allow us to reach our recipients even better. I appreciate the openness, flexibility and excellent market understanding that translate into positive reception of our brand. Cooperation with Oskar Wegner agency is real added value for us.
Results
The 'ROCKWOOL Super Contractors Club' program allowed Rockwool not only to build a community of thousands of active contractors, but above all to create a unique, direct communication channel with industry specialists, bypassing the traditional distribution network. Thanks to the immediate gratification strategy and gradual expansion of functionality, the program evolved from a simple SMS reporting system into a complete platform combining loyalty, educational and relationship functions.
