Digital marketing services.

In a highly competitive market, Weber faced the challenge of enhancing their brand presence while strengthening relationships with existing customers. They needed to raise awareness of their diverse product range and build lasting loyalty among tradespeople and distributors. Understanding customer behaviour was crucial to identifying who their customers were, what products they purchased, and how frequently.

To address this, we developed a custom web and mobile application as the foundation of the Weber Rewards Scheme. The platform offered a seamless user experience, enabling easy submission of product codes and providing a wide array of redeemable rewards. A key focus was optimising the platform for search engines, ensuring users could effortlessly find the programme online.

We launched marketing campaigns to introduce the rewards scheme to Weber’s existing customers and attract new participants. This involved segmenting members for targeted email marketing, running seasonal promotions, and organising competitions to keep engagement high. Ongoing efforts encouraged frequent participation, maximising user retention and fostering continued product loyalty.

The answer came in the form of the Weber Rewards Scheme – an innovative loyalty programme designed to reward tilers for their continued use of Weber products. The programme was built around a user-friendly website that allowed tradespeople to collect points by submitting unique codes found on bags of Weber products. These points could then be redeemed for a range of desirable rewards including branded merchandise, tech gadgets and exclusive experience days.

To boost engagement, Weber rolled out various promotional activities such as bonus points during trade days and extra incentives for in-store purchases. The scheme was supported by a comprehensive website featuring product information, marketing materials and press releases so users had full access to Weber’s offerings.

In 2015, Weber undertook a full redesign of the rewards website to enhance usability and improve the overall user experience. This revamp introduced complex back-end functionality which allowed Weber to track user activity, analyse purchasing trends and create targeted marketing campaigns via email and SMS communications. Seasonal promotions and competitions were also integrated to keep users engaged throughout the year.

We also developed the “Weber Redeem on the Go” mobile app, available for Android and iOS devices. The app enabled users to conveniently enter their codes, track points and locate nearby Weber stockists, further streamlining the redemption process.

The Weber Rewards Scheme proved to be a resounding success. Within the first week of launch, the platform attracted hundreds of members, and over time, the loyalty program grew to boast over 7,000 active users. The introduction of the mobile app enhanced accessibility and engagement, with tradespeople submitting hundreds of codes daily.

Distributors reported notable increases in sales, particularly for products like the weberset SPF range. Tile Base, Croydon, Assistant Branch Manager Nathan Collins highlighted the program’s popularity, emphasizing the excitement and engagement among customers eager to participate.

Today, the Weber Rewards Scheme continues to drive customer retention, boost product sales, and solidify Weber’s position as a leader in the tile adhesive market. By combining innovation with customer-centric design, Weber has created a program that not only rewards loyalty but also strengthens the long-term relationship between the brand and its customers.