partner loyalty program case study
The Client: Veritas Software (now Symantec)
The Requirement
Alongside the launch of Backup Exec 9.0, Veritas' most important SMB product, Veritas wanted to develop an incentive program for partners that would meet the following objectives:
- Generate 10% increase in Backup Exec volume license sales
- Raise awareness and generate excitement in the Commercial channel for Backup Exec 9.0
- Increase number of individual contacts at partners
This brought with it several challenges including the need to roll it out in 5 different languages and provide incentive to a broad range of partners that generated very different revenues and were located in many countries.
The Solution
An online loyalty program was developed that allowed partners to earn points through training and sales on volume license SKU's. The points could then be used to bid for prizes in a weekly auction. Due to the points element, it was possible to award points at different rates in different countries to make it a more even playing field. And auctioning prizes rather than just awarding them gave everyone a good chance of winning something as they could save up for items or make last minute bids.
To create excitement and buzz, the prizes included everything from a Juke Box to Digital Cameras. The site and all communication was done set up in 5 languages.
The Results
The program was very successful and the novel idea created a great deal of industry excitement. There was a good spread of winners from across the whole EMEA region and Veritas saw a significant increase in YOY volume license sales in most countries. The online registration system also enabled Veritas to update partner contact details and rapidly increase the number of partner sales contacts.
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