Background

Haier is an international corporation and one of the world's leading manufacturers of household appliances and electronics. Haier's Russian product line includes over 100 products ranging from smartphones to refrigerators.

Task

Goals:

• increase loyalty of Haier equipment retailers to the Haier brand
• increase primary and secondary sales of Haier product.

Solution

We developed a unified rewards program (including a points system and prize fund with relevant and varied prizes for participants) and a communication strategy (including a web portal, hotline, SMS messages, email, and calls) for installation teams and dealers who perform repairs and maintenance of Haier equipment, as well as for distributors who organize the delivery of Haier equipment to dealers.

The program was implemented using iLP CRM, which ensured a rapid project launch, ideal transparency, extensive monitoring capabilities for clients, online access to reports and analytics, and data accumulation within a single database.

We provided a multi-level verification process for dealerships as well as full legal support.

The project succeeded in attracting a large number of Haier equipment sale and service points, as well as dealers and distributors of Haier equipment. Brand loyalty increased, significantly improving sales of equipment in predetermined target categories.