B2b loyalty program examples

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Some, like Lenovo, developed the program from the ground up. Others like Celebrity Cruises resorted to creative ways to acquire loyal partners through their program despite stiff competition. Therefore, below are B2B loyalty program best practises you can learn based on the brands featured above. After exploring the best b2b customer loyalty programs, you may be left with some questions.

Let us answer these in the section below:. The top B2B loyalty programs put a strong emphasis on the element of personalization.

No email is generic, and no promotion is random. Everything that happens does so with the utmost care, and is aimed at building a stronger long-term relationship with clients. Additionally, B2B loyalty programs need to be versatile, meaning that they should adjust their operational methods and rewards depending on the client they are serving.

Checking on different B2B loyalty program examples may be a good idea at the early stages of your brainstorming process, but you will eventually need to come up with a unique strategy that fits the needs of your customers. When it comes to B2B, the needs of every industry as vastly different and, by checking too many examples, you could end up stuck in the analysis-paralysis phase, not knowing which direction to follow.

In our opinion, it is best to try and implement the generic takeaways from each example presented above, and proceed to create something completely new. With benefit programs, customers are rewarded with discounts, instead of gifts.

Benefit programs have been around for a long time in B2B - but there are many different forms. For example, many organizations already work with graduated prices.

The more the customer spends, the higher the discount. By including these kinds of benefits in an official loyalty program, customers know exactly where they stand and you encourage higher spending. Benefit programs work especially well for business subscriptions such as software or communications, but also within B2B ecommerce and retail.

For example, IT giant HP started a unique program whereby customers receive discounts or gift cards for returning their ink and toners. A great way for HP to build a sustainable organization, while at the same time saving costs by reusing the toners - and attracting more customers.

With benefit programs you increase the order value per customer. And by rewarding them with a gift card, you ensure that they also place their next order with your organization. Also consider whether you can reward customers for returning or reusing products. This saves costs and contributes to the sustainability objectives of your organization. Another effective example of a B2B loyalty program is the granting of status levels, which allow customers to earn extra privileges. People often end-up really wanting to become VIPs, and they will apply sometimes unconsciously extra effort to achieve the next status.

Good examples of VIP programs can be found in the hotel industry, such as the Marriott loyalty program. Every time business or private guests spend money at one of the hotels, they get a better status.

There are about 8 different levels, such as Member, Silver, Gold and Platinum. Different privileges are associated with each status level. At level 1 you get a discount on bookings, while at level 3 you also receive free room service and a welcome gift. Piggy customer Hotel Ruimzicht has also set up a similar B2B loyalty program with status levels on the Dutch market. Does your organization have a service or product that lends itself well to extra privileges?

Then take a look at a VIP program. Also make sure the privileges on each level are attractive enough to save for. By rewarding customers for their purchase, you can encourage repeat purchases.

But some services also benefit from motivating and rewarding customers for acquiring additional knowledge. Software companies, for example, have been known to reward customers when they attend workshops or webinars. If they understand even better how your solution works, that saves a lot of extra questions for customer service. Customers also achieve their goals even faster, because they can handle your tools and devices better.

In the long run, this has a positive effect on customer loyalty. One example of this is Lenovo. They have set up a special knowledge portal. Every time customers read articles, attend a workshop or watch a video through this portal, they get points.

Improve business relationships : Attendees who are invited to such member events may have the impression that they are being appreciated and treated special, which leads to trust and a strong link with your company. Product and service promotion : This is a once-in-a-lifetime opportunity to market, teach, and educate clients about your new goods and services, improving the likelihood of generating leads and purchases.

Create comparative advantages : Organizing member events is a great way to set your firm apart from the competition, especially when it comes to how your consumers remember and view your brand in the long run.

Referral systems are effective because they are dependable. When a trustworthy acquaintance tells you about a firm, you tend to trust that brand even if you have never heard of it before. Referral schemes are frequently designed in such a manner that you receive greater benefits as you introduce more friends.

Participating in such initiatives is thus a win-win situation for everyone. Referral programs bring in large cash, and they don't just bring in new consumers, but they bring in good clients as well. Co-marketing and support campaigns with your partners are an efficient way to acquire new customers. Many organizations discover that the value, skills, and resources of two companies may produce something more substantial than the sum of its parts, as the adage goes.

Being more cost-effective by combining resources such as funds or abilities. Customers of similar persons who are qualified as potential customers are shared. Customers are delighted with excellent services, freebies, and co-branded items. Continuous assistance and training courses are provided to one another. Developing and maintaining a positive long-term connection. Lenovo, as one of the world's largest and most popular electronics manufacturers, exemplifies what a strong B2B loyalty program looks like.

Lenovo purchased IBM's X86 server group in IBM's erstwhile commercial partners, on the other hand, were unsure how to market the same servers.

Lenovo, on the other hand, was adamant about avoiding losing those commercial partners. Earn as you learn. Points would be awarded to business partners who completed two instructional modules on servers. Earn money and sell it. Sales performance of business partners might be tracked. Their revenue was turned into points. Lenovo employed education as a motivator, assisting companies in learning how to generate more money with servers.

Lenovo's concentration on existing customers rather than attracting new ones is an amazing strategy to take away from this loyalty program. Lenovo's goal was for companies to join, and nearly did. Participants in the loyalty program sold 7x more merchandise than the previous year. It won't be long until loyalty systems take up in the B2B market, especially when the economy recovers from its epidemic lows.

Customers' switching fees will only rise as their ties get more tangled. This should be enough of an incentive for businesses to get serious about offering their consumers some love.