Unilever Food Solutions
Growing sales in four regional markets
The My Golden Ticket incentive program produced 57% sales growth for Unilever. The program also saw record delegates attend the reward, with 180 achievers from seven countries.
We worked with Unilever Food Solution Middle East, Egypt, Pakistan and Sri Lanka’s (MEPS) for three years to help achieve their goal of sales growth within the foodservice business.
14 countries, 14 currencies, 4 languages, 1 Incremental Loyalty Platform.
Distributor and wholesaler customers underpin sales for Unilever Food Solutions in the Middle East, Egypt, Pakistan and Sri Lanka. To build sales in these four key markets, Unilever required an engaging, high-value loyalty program that reached across national boundaries.
To make distributor and wholesaler customers feel rewarded and valued, Incremental developed a multi-tier loyalty program, My Golden Ticket.
Unilever Food Solutions identified a nine-month buying period, during which they wished to build sales. To maintain engagement and momentum during the nine-months, Incremental built a loyalty program with multiple recognition moments leading to a once-in-a-lifetime experience: an all-expenses-paid trip to Australia.
Golden tickets delivered the recognition. As soon as a distributor or wholesaler customer hit a sales target, they received a golden ticket. When they acquired 22 tickets over the nine months, they received a four-night trip to Australia as their reward. If they acquired 28 tickets, they received a six-night trip.
Plus Incremental managed the program’s multi-region complexity. With the program accessible in 14 counties, utilising 14 currencies and speaking four main languages, Incremental’s unique Loyalty Platform simplified the program’s management. The Loyalty Platform converted all currencies automatically. Plus the platform pinpointed which distributor and wholesaler customers required their communications in what languages.
To begin the program, Incremental created a website hub and launch-pack. To maintain engagement, data-rich eDMs showed the distributor and wholesaler customers their sales progress, plus their sales goals to reach their once-in-a-lifetime reward.
For the delegates to earn their reward and secure their spot on the trip to Australia, they simply needed to buy and sell more of Unilever’s brands.
The appeal of this program led to sales growth increasing beyond all expectations: the most engaged distributors delivered 57% year-on-year growth for Unilever Food Solutions.
Plus, running in its third year, My Golden Ticket attracted more participants than ever: 180 in total, an increase of 117% on the previous year.
"I expected high standards from the team following the great job done in China and yet again they are a credit to the business. The organisation is faultless to a ‘T’ but it’s the personality and camaraderie of the team that adds the magic."
Unilever Food Solutions Middle east, Pakistan and Sri Lanka
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