Case Study: Moving the Middle
A points-based program drives incremental sales from small- to mid-sized accounts
The Client and Their Past State
The Client’s Current State and Key Results
See the Difference
Getting the ROI
Above and Beyond
Accounts that hit their goal grew 55% YoY. These accounts exceeded their goals by an average of 30%.
Growth Where it Counts
How They Got Here
Using Data to Set Objectives
To achieve this, HMI worked with the client, exploring their data, to identify the most impactful accounts who would be targeted for the program. After solidifying the target audience, HMI developed an effective program design accompanied by an extensive marketing campaign to help drive engagement with the program.
How They Earned
As participants in the program purchased, they earned points. Once they achieved their goal, they started earning at an accelerated rate.
A Fast Start
To help with engagement with the new program from the start, HMI created a first-touch bonus opportunity for new enrollees: if participants enrolled by a certain date, they were awarded the option to choose from 3 merchandise prize options.
Strategy & Implementation
- Fast Start Bonus
- Personalized purchase goals
- Strategic marketing for key accounts targeting
- Incremental growth program structure
- Product segmented earning opportunities
- Dedicated incentive management team