Incentive & Loyalty programs in Commodity Industries: Reaching beyond the Consumer

By Anna Sophie Gross Feb 17, 2016

When operating in industries where products can be perceived as commoditized, i.e. with minimal differentiation and loyalty to a specific brand, incentivizing desired behavior goes well beyond the end user. It relies on a company's understanding of each member of the sales "chain", and its ability to target each channel with unique and relevant incentivization vehicles and programs to drive desired outcome.

How to Create an Effective Loyalty and Incentive Program – part 1

By Alexandre Pires and Anna Sophie Gross Feb 17, 2016

We divide the process of loyalty program creation, implementation and execution into four stages: mapping, planning, implementation and operation. This post will discuss the first stage.