A dummy Loyalty program for Havells India

1. LOYALTY
PROGRAM
PROPOSITION
ELECTRICIANS
AND ELECTRICAL
CONTRACTORS

2. Electricians & Electrical
contractors play an
important role in influencing
purchase of switchgear at
various sites. An influencer
program for electricians will
go a long way in driving
brand advocacy & MCB
switchgear sales for Havells
OUR UNDERSTANDING

3. To make
your electricians &
electrical contractors
feel like superstars

4. DECODING
Target Group
Lower Middle Class
(LMC) :
• Limited income , life & health
security
• Limited Education
• Interested in secondary Income
Self Development:
• Keen on honing Self Skills
Aspirational :
• Aspire to live a good life
• Main breadwinners, they also
aspire to provide their families
a better life
Close Knit
Community :
• The electrician community
happens to be a closed knit
community

5. By Curating a technologically integrated
gratification program that rewards them for
their loyalty to Havells.
In addition , also paralley devising an
engagement strategy that is immersive
& looks beyond just points

6. OUR
PROPOSAL
We envisage Humsafar as
Havells Electric’s way of
establishing direct connect with
electricians, a community that
plays a pivotal role in influencing
customer purchase of MCBs at
various sites.

7. OUR
PROPOSAL
THE PROPOSED PROGRAM :
• HAVELLS HUMSAFAR will empower electricians to earn reward Points on every purchase of
Havells Switchboard products.
• The points can be redeemed points against a variety of reward options specially designed to
needs of electrician community .
• In addition, the proposed program will also focus on extending benefits to family members,
while simultaneously assisting electricians in the personal development
• Eligibility : Any electrician / electrical contractor
• Applicable Products : Havells Switchgear
• Program Registration & Point Accumulation Modes :
• Mobile App / Web Interface
• SMS
• Call Centre
• Points Redemption Modes :
• Mobile App / Web Interface
• SMS
• Call Centre

8. APP DRIVEN
ENAGEMEMENT
• Front End of Mobile App, Both Apps (Android
& iOS) will be built on React. The Technology
is being used by Airbnb, Facebook Messenger,
Myntra, UberEats.
• Backend of Website (Admin Panel) which acts
as the Master Control / Content Management
System for Mobile App will be made on
Laravel (Most Recent /Advanced PHP
framework being used by BBC, 9GAG, Tour
Radar.
• We strongly recommend to host Mobile
App on Amazon Web Server (AWS) being
the leaders in secured cloud hosting space.
• We strongly recommend to host Mobile
App on Amazon Web Server (AWS) being
the leaders in secured cloud hosting space.
• Web version if required can be developed
on .Net

9. APPLICATION
IMPRESSIONS
USER ID - REGISTERED MOBILE NUMBER
PASSWORD – OTP DRIVEN

10. THE
PROCESS
PRE - LAUNCH COMMUNICATION :
• Concept finalisation
• Pre launch communication
• Pilot followed by Program Launch
MEMBER IDENTIFICATION & REGISTRATION :
• Working on available member database
• Acquire new members
MEMBER ENGAGEMENT :
• Campaign Designing
• Management & Measurement
POINTS ACCUMULATION :
• Creating Reward and Bonus Points Engine
REDEMPTION MANAGEMENT
• Management of Reward, delivery &
Experience

11. DRIVING PRE
LAUNCH BUZZ
COLLATERAL DEPLOYEMENT :
• Retail Counters
• Wholesale Markets
WHATS APP TEASERS :
• Teasers
• Avs & creatives
TRADE COMMUNICATION :
• Trade Letters
• Flyers & Pamphlets
EVENTS & MEETS
• Dealer counters
• Snacks & Drinks

12. Validation of data provided
by Havells
Data To Be Provided By Havells
On call Registration
Data Creation for Havells
Leverage data from dealer / retailer
counters
Electrician Meets – Tab Driven
Registrations by Sales / TP promoters
DRIVING
REGISTRATIONS

13. • Self Registration of Humsafar App
APP Based
Self Registration
TAB Based
Registration
at Events
• Dealer Counters
• Electrician Meets
Registration Through
Toll Free Number
• Dial 1800 xxx xxx to speak to our Humsafar
Rewards Executive & register yourself.
Alternatively you may give a missed call at 1800
xxx xxx & our executive will call you back to
Register you.
Registration
Through SMS
• SMS ‘CON’ to 9750 xxx xxx. executive will callS
to register sender to obtain all essential
information & register you onto Humsafar
Rewards
4
Havells Humasfar Mein Aapka swagat
hai. Appka member ship id aapka
registered mobile number hai .
Program sambandit Kisi bhi prakar ki
jankari ke liye ni shulk call karein 1800
103 5ooo
1
2
3

14. SIMPLIFYING REGISTRATIONS
& PARTICIPANT EXPERIENCE
• Seamless yet bot drive
interactive registration can go a
long way in breaking ice &
driving registrations
• In addition, the bot will provide
an enhance experience for
managing day to day queries

15. Suggested Point Accumulation Process
DEALER
BAR CODE
MANUAL PASS BOOK DRIVEN
AAPKA HUMSAFAR REWARDS ACCOUNT
SANKHYA 99 00 98 12 49
HAVELLS KE SAUJANYA SE 2000 POINTS
SE CREDIT KIYA JATA HAI. HAVELLS MCB
KHARIDTEIN RAHEIN AUR
LOYALTY POINTS
QR CODE DRIVEN

16. COMMUNICATION
IS THE KEY
• Whats App Alerts
• Program teasers
• Calendarized SMS
Campaigns
• Outbound Dialer
Campaigns
• Multiplier Campaigns
• Festive Multiplier
Campaigns
• Festive
Communication

17. ENGAGEMENT
ACTIVITIES
• COMPLIMENTRAY FOOD &
BEVEARGE AT ELECTRICIAN MEETS
• COMPLIMENTRAY BRANDED
MERCHANDISE
• FREE TOOLS FOR ELECTRICIANS
• MOBILE VANS TO APPRISE
ELECTRICANS OF THE PROGRAM
• BASIC HEALTH CHECK UP CAMPS

18. ₹ 5,94,00,00,000.00Total Revenue
0.50%Loyalty Budget for Electricians
₹ 2,97,00,000.00
Annual Loyalty Budget for Electricians
in Rupees
₹ 24,75,000.00Monthly Budget
₹ 5,00,000.00Engagement Activities
₹ 300.00
Gift Per Electrician (Small Token , Tool
Kit, Snacks, Venue)
1667.00Total Registrations
BUDGET ALLOCATION

19. CASH CARDS
VOUCHERS
BANK ACCOUNT
TRANSFERS
ELECTRONIC ITEMS
GOODIE HAMPERS
EXTENDING LOYALTY BENEFITS
TO FAMILY MEMBERS
ANIVERSARY CAKES
INSURANCE BENEFITS
FLOWERS & BOUQUETS
NON - SALES LINKED ENGAGEMENT DRIVEN
SALES LINKED – REVENUE LINKED GRATIFICATION
BRAND VISIBILITY BRAND LOYALTY
ENGAGEMENTDRIVING
GRATIFICATION

20. Valid Photo ID
Cancelled Cheque
MONETARY GRATIFICATION
DIRECT BANK TRANFERS
Mandatory Photo ID Documents Required for
Monthly Cash Transfers :
• Voter ID
• PAN Card
• AADHAR Card
• Ration Card (With Photo)
• Driving Licence

21. FOCUSSING ON ELECTRICIAN
PERSONAL DEVELOPMENT
CERTIFCATION FROM HAVELLS
SCHOOL OF EXCELLENCE FOR TOP
PERFORMERS
LISTING AS PREFERRED
ELECTRICIAN ON HAVELLS WEBSITE
1
2

22. KPI / KRA MEAUSRE OF SUCCESS ROAD TO SUCCESS
Program Design • Timely creative / concept curation
• Involving Creative Team right at the outset
• Ensure Creative Team understand client expectations
System Design & Deployment • Timely Deployment • Timely involvement of IT
Merchandise design • Quality & Cost Effectiveness
• Involving Creative Team right at the outset
• Ensure Creative Team understand client expectations
• Cost Effective Merchandise
Program Execution • Efficient Project Management
• Involving project right at the outset
• Seamless Handover
Creative Campaign Management • Timely creative / concept curation
• Involving Creative Team right at the outset
• Ensure Creative Team understand client expectations
Registration Management • Achievement of Registration Numbers
• Robust Creative Campaigns
• Relationship Development with Sale
• Suggesting a cost effective mix of :
• Sales Driven Registrations
• Promoter Driven Registrations
• Welcome Bonus
• Freebies
Call center Management • Adherence to SLAs
• Robust Training
• Constant Quality Improvement
Rewards Management
• TG specific Rewards to drive enhanced gratification
• Adherence to SLAs
• Consult with inhouse reward experts to suggest an optimal mix of
Instant Gratification & Experiential rewards
• Constantly improve & enhance the catalogue
• Timely Delivery
KPIs & KRAs – My understanding

23. Registration Numbers
Resource Utilization
& Training
Points
Accumulation
Program
Enhancement
ROI
Return On Investment
MONTHLY ENGAGEMENT – BRAND
MANAGER
Understanding utilization of
resources & their training
needs
Point Accumulation Rate is a
measure of channel
engagement
Assimilating learnings &
implementing them with the
intent of taking the program
to next level
The start point of any
engagement program is very
often the most critical element
as well
Comparing program expenses
v/s incremental sales
*Program Hygiene Check remains
sacrosanct during monthly
engagements

24. MONTHLY ENGAGEMENT – BRAND
MANAGER
Driving Registration &
Program Awareness
1
2
3
4
Campaigns - Drive
Point Accumulation
Rewards &
Gratification
Program Feedback
& Survey

25. THANK YOU !