The company is a leading Indian player in white cement and construction chemicals, with a growing presence in decorative paints and waterproofing. Its products are widely used by contractors and painters who directly influence purchase and usage decisions on residential and commercial projects. Driving loyalty at this level is crucial to sustaining brand preference in a highly competitive and price-sensitive market.
Despite strong trade coverage, the company lacked a structured way to engage with the last-mile influencers, contractors and painters. No KYC checks existed, making partner identification unreliable. Manual claims, unclear reward structures, and delayed fulfilment led to disengagement. With contractors frequently switching between brands, there was no mechanism to reinforce loyalty or consistently drive preference. The company also faced difficulty pushing its entire product portfolio across fragmented and price-sensitive markets.
Edenred designed and implemented a fully integrated loyalty platform tailored to the company’s diverse product portfolio and influencer ecosystem. QR codes were embedded inside cement sacks and paint cans, making them accessible only when the product was opened, ensuring that rewards were earned by the actual end user, not just the seller. Contractors and painters were digitally onboarded through a structured KYC and approval process. Once enrolled, they could scan the QR codes to earn points instantly, with higher rewards allocated to priority SKUs like wall putty, primer, and waterproofing solutions. Points were redeemable against a wide catalog of aspirational rewards including tools, gold coins, appliances, and vouchers. The program was supported by regular WhatsApp and email communications, nudging users to stay engaged and participate in campaigns. Behind the scenes, Edenred enabled SKU-level tracking, tier-wise segmentation, and campaign analytics, allowing the brand to use loyalty not just to reward, but to drive product preference and expand market share across key territories.
At Edenred India, we blend innovation, trust, and impact to help organizations unlock value—one reward, one transaction, and one relationship at a time
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