ICS's Marketing Technologies streamlines a complex B2B incentive program
ICS Product/Service Areas: Marketing Technologies, Data Managerment, Analytics
SalonCentric, headquartered in Largo, Florida, and operating in 48 states, is the premier distributor of salon professional products. The company struggled with how to effectively administer so many sales incentive programs, operating simultaneously for varying time frames and issued from about seven different L’Oreal divisions plus 30-50 outside suppliers.
To add even more complexity to this already challenging scenario, the incentives covered 1,200 sales consultants, 250 sales managers and 750 store locations.
SalonCentric sought their marketing agency’s guidance. This agency partnered with ICS to co-create a tiered incentive program with ICS delivering a technology and data management solution.
Note: The marketing agency and ICS had successfully created a similar program for American Crew. (Here is the related American Crew case study.)
Each level in the SalonCentric Very Important Partners incentive program required its own unique set of targets, incentives and redemption process. The program targeted increased sales among Sales Consultants and Sales Managers. ICS’s solution for this complex incentive program included four primary components:
- SalonCentric VIP Web site development and management – Created a Web site consistent with SalonCentric branding. The Web site featured a secure registration portal and process.
- Secure registration portal and process – The portal: ICS used its Marketing Technologies platform to quickly and cost-effectively create a portal to streamline participant registrations. The web-based portal solution was pre-built for common marketing functions – such as incentive program registrations. The system is based on a reusable, object-oriented approach wherein ICS can simply tailor the client interface according to each client’s needs. Consequently, reducing cost and launch time.
The process: ICS’s registration process enabled participants to create an account and automatically sent email/text messages with an assigned user name and password. The registration process also triggered personalized communications.
- Production and fulfillment – ICS handled all incentive program member communications and member card printing and issuance.
- Data collection and management – We securely manage all participant profile information, sales and points tracking and point redemption for awards. In addition, ICS’s solution provides real-time data back-up and on-the-fly, custom sales/program reporting. This reporting functionality enables SalonCentric’s Corporate Management to quickly view the sales data in terms most meaningful to them (e.g., sales per incentive group, product and/or geographical region.)
For program participants, ICS created an easy-to-navigate Web site where they can learn program rules, track their earned points/credits and redeem credits for various prizes or promotional items. This structure not only streamlined the operation’s process, but also streamlined communications about all available incentives. Consequently, the participants were no longer confused about what incentives were available and were more motivated to increase sales.
For program administrators, ICS developed a simple management interface to enter and track sales and push special promotions on a monthly or quarterly basis. Now the incentives are much easier to administer – less management time, cost and frustration.
The SalonCentric incentive program is successful both in terms of number of registered participants and increased sales among targeted groups.