التحديات

As competition intensified within the structural steel market, contractors were increasingly exposed to multiple brands offering similar pricing and availability. Traditional schemes lacked personalization, transparency, and real-time feedback—reducing their effectiveness in driving sustained loyalty.

The brand needed a scalable incentive engine that could motivate contractors not just to buy more, but to prioritize the brand across projects, adopt new products faster, complete training, and advocate within their networks.

Key challenges included:
• Low brand stickiness among contractors: Purchasing decisions frequently shifted based on short-term pricing offers.
• Inconsistent volume growth: Lack of milestone-based urgency limited predictable revenue acceleration.
• Slow adoption of new products: Contractors hesitated to trial innovations without tangible incentives.
• Uneven workmanship and application quality: Training participation was optional and inconsistently tracked.
• Limited referral-driven growth: Contractor networks were underutilized for organic expansion.
• Seasonal demand spikes not fully captured: Peak construction windows lacked targeted SPIFF programs.

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Personas involved

• Contractors & Builders: Earn incentives and rewards for purchase volumes, project completion, training participation, referrals, and seasonal performance.
• Channel Sales Teams: Track contractor performance, manage incentive programs, and drive priority brand placement.
• Project & Site Managers: Ensure correct material application, timely project execution, and compliance with quality standards.
• Product & Innovation Teams: Promote adoption of new steel grades, fabricated systems, and sustainable solutions.
• Marketing & Trade Teams: Design SPIFFs, referral programs, and contractor engagement campaigns.
• Program Admin / Super Admin: Configure incentive rules, manage budgets, validate milestones, and monitor performance dashboards.

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The solution

The Structural Steel & Metal Products brand required a robust, outcome-driven incentive platform built specifically for channel and contractor ecosystems. Xoxoday Compass delivered a centralized solution to motivate, track, and reward contractor behavior at scale.

The program transformed contractor engagement from transactional discounts to performance-led incentives tied directly to revenue, execution, and loyalty.

• Volume-based incentives to drive material movement: Xoxoday Compass rewarded contractors with escalating incentives as they achieved purchase volume milestones—creating urgency and encouraging them to prioritize the brand over competing portfolios.

• Project completion bonuses to reinforce execution excellence: Contractors earned bonuses for successfully completing projects using the brand’s steel and metal products, with rewards linked to project size, quality benchmarks, and on-time delivery.

• New product adoption rewards to accelerate innovation uptake: Early-mover bonuses incentivized contractors to trial and adopt newly launched products, sustainable alternatives, and advanced fabrication solutions—reducing time-to-site for innovations.

• Training completion rewards to elevate workmanship: Xoxoday Compass incentivized completion of product application training, safety certifications, and best-practice modules—ensuring contractor teams installed materials correctly and confidently.

• Referral incentives to expand the contractor ecosystem: Contractors were rewarded for referring fellow builders, subcontractors, and developers—driving network-led growth and expanding market reach.

• Seasonal SPIFFs to maximize peak demand: Short-term, high-impact SPIFF programs helped the brand capture increased demand during peak construction and infrastructure spending seasons—boosting offtake when it mattered most.

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Impact

• 2.6× increase in contractor-led purchase volumes, driven by milestone-based incentives.
• 38% improvement in project completion compliance, supported by execution-linked bonuses.
• 42% faster adoption of new product launches, enabled by early-mover rewards.
• 35% increase in training and certification completion rates, improving on-site quality and safety.
• 31% growth in contractor referrals, expanding the active builder network.
• ₹214 crore in incentivized contractor transactions tracked annually, improving revenue visibility and predictability.
• Strong uplift in top-tier contractor participation, enabled by transparent rewards and tier progression.

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Conclusion

By implementing Xoxoday Compass, the Structural Steel & Metal Products brand transformed contractor engagement across KSA—from price-led schemes to a performance-driven incentive ecosystem.

From volume milestones and project completion bonuses to training rewards, innovation adoption, referrals, and seasonal SPIFFs, Xoxoday Compass enabled the brand to align contractor behavior with business growth goals.

The result was higher material movement, faster innovation adoption, improved execution quality, and stronger contractor loyalty—powered by a scalable, transparent, and fully integrated incentive platform built for channel success.