Built on Stream's RewardStream platform, DENTSPLY Rewards is a loyalty program that enabled dental product manufacturer DENTSPLY to better engage with end customers, promote specific products, and build brand loyalty. By offering a points-based rewards system redeemable for DENTSPLY products and services, the program successfully changed customer buying behaviors, increasing sales of key brands by 14% in its first year by motivating customers to purchase a wider range of products. The innovative approach exceeded expectations and helped DENTSPLY gain greater market share and understanding of customer needs compared to relying solely on distributors for customer insights and sales.

1. Visit www.dentsplyrewards.co.uk to experience the site in action.
DENTSPLY sinks its teeth into loyalty
Unique amongst its
competitors, DENTSPLY
Rewards was designed to
address and solve the loyalty
challenge in B2B product
sales. It is built on Stream’s
highly flexiable RewardStream
platform, incorporating a
loyalty mechanic designed to
accrue points redeemable
against DENTSPLY’s products.
The platform has enabled
DENTSPLY to engage with and
segment its audience and
target offers and promotions
based on profiles and buying
behaviours.
DENSTPLY’s key challenge
was an industry market
dynamic where the distributor
channel controlled the
customer relationship and
thereby all market intelligence.
This resulted in poor
engagement with the end user
and a lack of knowledge of
which customers were buying
which DENTSPLY products, in
what quantities and how often.
The challenge was
compounded by dental
practices being small
operations, so there was a
resistance to changing
pre-existing relationships and
ways of working.
The strategy was to drive end
customers to the DENTSPLY
Rewards website where they
could place orders and gain
rewards, redeemable against
DENTSPLY products and
services. A range of attractive
personalised promotions
encouraged customers to
register, and the loyalty points
mechanic boosted sales and
drove brand loyalty .
To further motivate spend
DENTSPLY introduced some
gamification with an
accelerated rewards scheme
(Rewards Plus) aimed at
increasing customer spend
and, importantly, the number
of different brands purchased
(brand stretch). Customers
In essence, DENTSPLY Rewards
is an example of creative market
leadership that will continue to differentiate
DENTSPLY in a competitive market.
In short... a revolution.
Marketing Manager, DENTSPLY
Bold: maybe, but successful: definitely.
DENTSPLY Rewards brought dramatic and rapid results via an innovative and unique
approach, providing a leading edge in customer service and enabled DENTSPLY to:
Partner and support dentists in the running of their practices
Help dentists grow their business
Offer long term savings
Offer value to the customer
Improve communications and customer service by delivering sufficient incentive and
reward
Gain brand and product loyalty, brand stretch and increase sales – particularly of
heritage products, reversing a market decline by increasing sales by 14%
Conclusion
When measured against initial objectives, the implementation of DENTSPLY Rewards was
a resounding success. In 2014 the scheme delivered a turnover of £7.5 million, up from
£6.1 million the previous year and has changed the buying habits of an industry. DENTPLY
Rewards has been a win-win for all parties; dentists received rewards, discounts and
Built on Stream’s RewardStream platform, DENTSPLY Rewards is an e-commerce
and loyalty platform supported by a powerful communications engine that
enabled DENTSPLY, a leading UK dental manufacturer, to:
Engage and communicate with end customers
Promote specific products
Build and reward brand loyalty
Influence and change buying behaviours
with significant spend
benefited from additional
rewards, earning up to 10% in
bonus rewards every quarter.
DENTSPLY Rewards aimed to
shake up the market; in Year 1
the programme exceeded all
expectations engaging over
60% of the target market,
reversing a decline in market
share in key brands and
increasing orders. The
RewardsPlus accelerator
scheme changed buying
behaviours with a 36%
increase in brand stretch.
The implementation of
DENTSPLY Rewards was a
bold move which required the
changing of an industry mind
set and the modification of its
purchasing model, whilst also
being mindful of managing
relationships with the
distributor network to ensure
that they did not feel
disenfranchised and remained
a part of the ordering process.
+44 (0) 1844 208180 info@streamcomms.com@StreamComm
43%
Brand Stretch
215%
increase in
order value
237%
increase in
transactions