Simplifying

Retail Marketing

Partner Loyalty Program for Lenovo

January 2014

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

CHANNEL

ENGAGEMENTPROGRAM

Industry:
Client:

IT / ITES
Lenovo

Objective
To design and execute a loyalty program with Lenovo channel partners
using an online sales tracking and R&R program
Program Challenges
Channel partner enrollment & scheme design
Sales tracking and claim validation
Reward fulfillment in 96 cities for 40+ product categories
Channel partner feedback and helpdesk management
Scope of Work
Program communication theme design
Online portal configuration & partner enrollment
MoM sales tracking and partner claim validation
Regular communication with partners SMS, EDMs and Tele-calling
Reward sourcing, warehousing and dispatch within agreed timelines

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

2,500 CHANNEL PARTNERS

96 CITIES 21 STATES
40+ REWARD CATEGORIES

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
BACKGROUND
As Indias leading laptop and desktop brand, Lenovo identified the
need of penetrating the SME market and capturing its majority
market share. Lenovo addresses this market through its Tier III
Partners and Value Added Resellers (VAR representatives).
The objective of this partner loyalty program was to engage with
channel partners on a regular basis to build a positive brand
disposition while motivating and incentivizing them for selling
Lenovo products ranging from Think Pads and Tablets to Think
Centers and All-In-One (AIO).

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
CHALLENGES

Channel Partner Recruitment and Scheme Design

Enrolling 2,500 partners present in 96 cities within one month of program sign-off.
Two types of partners were enrolled Tier III Partners and Value Added Resellers (VAR).
Different program schemes were to be designed to capture & track:
Sell-In for Tier III Partners product purchase from authorized Regional Distributors (RD)
Sell-Out for VAR product sales to end customers (SMEs)
Sales Tracking and Claim Validation
Setting up an online sales tracking and claim validation mechanism such that over 20,000
monthly claims by channel partners could be tracked efficiently and transparently.
Reward Sourcing and Fulfillment
Reward catalogue designing, reward procurement, warehousing, logistics and dispatch
across 96 cities in India
Capturing Quarterly Channel Partner Feedback
Reviews were to be gathered from channel partners on quarterly basis to ensure smooth
functioning of the loyalty program and making it more productive.

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
EXECUTION

End to end project management including program communication & scheme design,
loyalty program website development, sales tracking, claim validation and R&R fulfillment
Activity

Key Actions

Channelplay Advantage

Theme Design &

Web Portal
Development

Loyalty program theme and collateral

designing such that the creatives are
motivational and inspire peer-to-peer
competition amongst channel partners

In- house creatives and

Technology Solutions team for
system design & website
development

A dedicated website with secure login

credentials for each channel partner
served as the hub for end to end
management of the loyalty program.
Channel Partner
Enrollment

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

Online enrollment & registrations

through e-mail campaigns followed by
tele-calling to channel partners

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
EXECUTION

End to end project management including program communication & scheme design,
loyalty program website development, sales tracking, claim validation and R&R fulfillment
Activity

Key Actions

Channelplay Advantage

Scheme Design
and Program
Communication

Product-wise points structure

designing such that slow moving
products are promoted more in a given
channel.

Experience of managing
large scale sales oriented
loyalty programs

Multiple such schemes for different

quarters and their communication
using online & telephonic mediums.
Claim Filing and
Data Validation

Claim filing by channel partners using web

portal. Claim verification by reconciliation
of filed claims against uploaded invoice.
Approved/disapproved claims are made
visible online.

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
EXECUTION

End to end project management including program communication & scheme design,
loyalty program website development, sales tracking, claim validation and R&R fulfillment
Activity

Key Actions

Channelplay Advantage

Sales Tracking
and Segment
Migration
Management

Analysis of product sales on a weekly

basis and incorporating insights into
scheme designs.

Proprietary data analytic

platforms and dedicated
helpdesk for troubleshooting
& partner management

Partner communication on segment

migration (upgrade from one segment
to another) to keep them motivated.
Reward Catalogue
Design &
Procurement

Reward catalogue is made available

online for redemption against points
earned by a channel partner.

Experienced procurement
team for direct vendor/OEM
tie-ups for bulk procurement
at discounted prices

Product procurement across 40+

categories.
Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
EXECUTION

End to end project management including program communication & scheme design,
loyalty program website development, sales tracking, claim validation and R&R fulfillment
Activity

Key Actions

Channelplay Advantage

Claim Redemption
& Fulfillment

Self-audited claim redemption

functionality on web portal for
approved claims.

Tie-ups with leading logistics

companies across India.

Automated SMS/Email alerts to

respective stakeholders on successful
reward redemption and dispatch.
Channel Partner
Feedback

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

Complete ownership of
dispatched consignment,
insurance and legal formalities.

Feedback from Channel Partners on

quarterly scheme designs, reward
catalogue, delivery timeline compliance
and overall program execution.

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | Quarterly Channel Partner Registrations

1844
1674
1514

186

163

139

610

1658

1511

1375

104
506

Q4-2012

Q1-2013
Tier III Partners

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

Q2-2013
VAR

Q3-2013
Total

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | Sample Rewards for Channel Partners

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

Points

Rewards 1

50

Reebok
sunglasses
Aviators

Rewards 2

100

Adidas Bag pack

250

Murphy
Sony point &
Richards Smart
shoot camera Chef Food
16.1 MP
Processor

500

Canon Legria
Samsung 1 ton
Camcorder
AC
(HF r36/R306)

Fast track
watch

Rewards 3

1000

Sony LED TV
(40")

1500

Canon DSLR
Samsung LED
(EOS 650D kit
TV (46")
(EF S18-55 IS II))

Rewards 5

David off
BB vouchers Philips pop-up
perfumer-cool
worth Rs 1250
toaster
water

Apple iPod
Philips steam
shuffle4G (2GB)
iron

Samsung Home
theatre system

Rewards 4

IFB hobs(4
burners)

Rewards 6
Skyline Food
warmer

Rewards 7

Rewards 8

American
Travel cooker
tourister travel
(RD)
wallet

Atta maker

Bajaj OTG

Philips HD4907
Induction Cook
Top

Philips
FC6132/02
Vacuum
Cleaner

Heat convector
(RD)

HTC wildfire s

MapmyIndia
GPS Device

Probodyline
Magnetic
Upright Bike

IFB Chimney

Kenwood ES
021 espresso
Maker

LG F8068LDP
Gold coin worth Automatic 5.5
BOSE free space Nokia Purview
BSA treadmill
IFB dish washer
Rs 25K
kg Washer
env speakers
808
Dryer

RADO Watch Apple I phone 5

LG GRB802GSPN 635L (4 Star)

Frost Free
Refrigerator

OSIM uSoffa
Petit

Bike Yamaha
FZ-16

Canon Digital
projector

Tanishq
Samsung
Refrigerator Voucher worth
Rs 1 lakh
(French door)

BB Porsche

Trip to Sri Lanka

(6N/7D)

Trip to Bali
(4N/5D)

Honda CBR
150cc

10

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | Loyalty Program Website

Program Brief Page

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

11

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | Loyalty Program Website

Products Brief Page

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

12

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | Loyalty Program Website

Reward Catalogue Page

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

13

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | Loyalty Program Website

Points Claim Page

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

14

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | City-Wise Partner Registration Report

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

15

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | Claims Report

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

16

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | Reward Tracking Report

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

17

Our Work in IT / ITES | Lenovo Channel Engagement Program Case Study

PROGRAM
OUTCOMES

Impact | Partner Performance Report

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

18

THANKYOU
/ channelplay

Copyright
Copyright
2014
2013 Channelplay
Channelplay Limited
Limited

19