Designing an eCommerce Loyalty Program for Trade Professionals

Retention

Wholesale/Trade

Overview

Where We Started

Our client, a Canadian home goods retailer, already had a trade program in place for B2B customers, offering a foundation of discounted pricing for professionals. As the trade program matured, there was a clear opportunity to build on its early success. Trade professionals had a strong discount incentive to start, but there was room to reward continued loyalty as spend grew, and to deepen engagement with the brand beyond the transaction itself. The existing program represented an opportunity that wasn’t being fully captured.

205%

B2B Sales Growth YoY

80%+

Increase in Returning B2B Customers

50%+

B2B AOV Growth YoY

THE SOLUTION

The Turning Point

Rather than starting over, we focused on maximizing the value of the trade program already in place. We implemented a point based loyalty system that rewarded customers for spending more, while also introducing gamification elements that extended engagement beyond the transaction itself, customers could earn points not just through purchases, but by leaving reviews, posting about the brand, and engaging in other ways that built a stronger relationship with the business.

We also introduced a tiered structure, offering trade professionals a clear path to unlock greater value as their engagement and spend grew. To keep the program active and engaging over time, we tested points multiplier events and time limited, constrained points-based promotions, encouraging continued engagement and purchasing activity.

The goals were to improve retention among existing trade customers, increase average order value, and make the program itself more attractive to join in the first place.

Execution

Our Approach

Point Based Rewards System

Implemented a system where customers earn points on every purchase, redeemable for future value.

Spend-Based Tiered Structure

Built a tiered rewards system tied to annual spend, encouraging trade professionals to increase their purchasing to unlock greater rewards.

Gamification and Engagement

Extended point earning beyond purchases, rewarding customers for leaving reviews, social engagement, and other brand interactions.

Points Multiplier Events

Tested limited-time bonus point campaigns to drive engagement and purchasing activity during specific windows.

Loyalty Automations

Built follow up messaging into the member welcome series and implemented additional automations, keeping the core incentive consistent while extending the customer's journey after signup.

Results

The Outcome

Comparing a full year before and after the program was launched, the results were clear.

B2B sales grew 205% year over year, from CA$264,196.91 to CA$806,094.87

B2B average order value grew 54% year over year

Returning B2B customers grew more than 80%

Total B2B customers grew 77%

Beyond the overall growth in sales and retention, the trade program’s tier application emails became a significant revenue driver in their own right, generating significant revenue by prompting immediate purchases from newly approved members.

The program continues to evolve over time through ongoing optimization, helping support long-term growth in the brand’s trade customer base.