Futurethis introduced a loyalty program for beauty therapists selling its QMS Medicosmetics products in South Africa to ensure the therapists were properly trained and invested in the brand. Through the program, therapists earn rewards on product sales, facials, and training attendance that are loaded monthly onto prepaid gift cards. This has resulted in the brand's channel growing by 60% over three years. Futurethis is now working with incentive company Uwin Iwin to expand the program with an online points-based system to further increase sales and performance tracking.

1. Talent PROMOTION
CONTACT UWIN IWIN
Contact Maud Botten,
Sales Director
Tel +27 (0)11 557 5708
Email info@uwiniwin.net
Web www.uwiniwin.net
UWIN IWIN
Brand Loyalty
Growth
An incentives programme has established a foundation
of brand loyalty and will drive future sales growth.
F
UTURETHIS IS A SOUTH AFRICAN
based supplier of beauty products
and services with a strong scientific
foundation. “Our passion is simply
Beauty and Science, and how these two
elements come together” says Renate Klass,
Founder Managing Director of Futurethis
Consultancy Pty Ltd.
TARGETING LOYALTY
In early 2012, Futurethis introduced the QMS
Medicosmetics product range to the South
African market and focused on distributing
and reselling via reputable beauty salons
and medical practitioners. “When a beauty
therapist advises clients on which products
to use, the clients trust the therapist to give
them the best advice. As such we wanted to
ensure that therapists are properly informed
and trained to recommend our products,”
says Klass.
“Product information and training is vital
in this industry. We decided to launch a
loyalty programme as we firmly believed
that if the therapist has a vested interest
in the brand, they will ensure that they
represent our brand best”.
Beauty therapists are rewarded on
product sales, facials and product training
attendance.
THE INSPIRATIONAL INCENTIVE
“We’ve given each beauty therapist their
own Futurethis branded prepaid MasterCard
gift card on which we load cash monthly, as
a thank you for their support of our brand”.
The fairly small channel of resellers, makes it
easier to manage paying the rewards in cash
directly onto the prepaid MasterCard gift card
and provides them the choice of spending
their rewards on anything they wish at any
MasterCard retailer in South Africa.
BEAUTIFUL RESULTS
“Now, three years later, we have reaped the
benefits and have seen our channel grow by
60%. For a niche market and niche product
such as QMS Medicosmetics, this has been
tremendous growth”.
Futurethis has subsequently added
more products to their stable and will be
relaunching their loyalty programme early
in 2016.
When asked if she has achieved the
required ROI, Klass responded:
“Partnering with Uwin Iwin
Incentives has paid off. They
held my hand through the
process and tailor-made a
solution to suit my needs
and budget at the time.
Uwin Iwin administers the
loyalty programme on my
behalf and has identified
a growth opportunity by
incorporating an incentive
approach in future”.
EXPANDING HORIZONS
As incentive specialists, Uwin Iwin has
assisted Futurethis in establishing a solid
foundation of brand loyalty within its niche
sales channel and has paved the way to
bolt on an incentive programme that will
now start driving increased sales and
performance through an online points based
system. The online system will allow for
sales tracking and reporting which has been
a manual process in the past. •
Renate Klass, Founder
Managing Director of
Futurethis Consultancy Pty Ltd
34 THINKSALES MAGAZINE FEBRUARY – APRIL 2016