The Ideal Boilers loyalty scheme, Installer Connect, focuses on the recruitment and retention of installers in the highly competitive domestic one-off boiler market. Rare was appointed to overhaul the scheme, build a new web portal, introduce new member benefits, and drive member recruitment, activation, engagement and retention, to boost sales.

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The Challenge

Our initial challenge was to scope, design and build a new web portal in just three months. Once launched the focus was on driving increased member engagement with communication and promotional strategies to boost sales. After the successful scheme relaunch, and with boiler registrations doubled in the first year, we continued to extend portal functionality and member services, and to deploy creative marketing communications in order to deliver sustained growth.

The Strategy

Our initial scheme re-launch included a new website portal and an enhanced member benefits package to boost engagement. Members use the portal to register boiler installations, which generates free statutory Gas Safe registration and certification, instant consumer warranties and automatically earns rewards points for redemption against a wide range of gifts or business benefits. Members also gain access to an online Marketing Toolbox, enabling the creation of co-branded marketing materials. A comprehensive marketing programme, using printed mailers, e-mail marketing and promotional offers was created, and a member support team deployed to assist members via phone, email, support tickets and live chat.

Subsequent enhancements include a mobile app to allow onsite boiler registration via a barcode scanner, plus a handy fault finding tool. Value added partner schemes further enhanced the installer offer.

Similar portals and loyalty programmes have also been developed and successfully launched for the social housing and new build market sectors.

The Result

The performance of the Installer Connect scheme has exceeded the client's expectations and played a significant part in helping Ideal become the fastest growing of the major boiler brands in the UK. Stand-out results include:

  • Fourfold increase in boilers sold and registered through the scheme
  • Threefold increase in active scheme membership
  • Significant increase in average registrations per member, and qualification for the elite tiers of membership for higher performing installers
  • Online registrations increased from less than 50% to over 90% of all registrations
  • 1 in 5 registrations made via the mobile app
  • The scheme was recognised with three awards at the Loyalty Magazine Awards 2016, including the prestigious grand-prix award for the best Loyalty Programme in Western Europe
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