Challenges

In the masonry segment, brand choice is often made on site, influenced by ease of application, familiarity, and peer trust among masons. However, the brand lacked a structured way to recognize and reward the tradespeople who actually influenced product usage and workmanship outcomes.

Traditional incentive programs focused primarily on dealers and contractors, leaving masons under-engaged, price-sensitive, and disconnected from the brand—resulting in inconsistent product usage and variable application quality.

Key challenges included:

• Low brand loyalty at the point of installation: Masons frequently switched products based on availability or short-term incentives

• Inconsistent application quality: Lack of structured training and recognition led to uneven workmanship

• Low participation in training programs: Application workshops and safety certifications saw limited uptake

• Minimal recognition for skilled craftsmen: High-quality applicators were rarely acknowledged publicly

• Untapped referral potential: Peer-to-peer referrals among masons remained informal and untracked

• No long-term engagement framework: Absence of loyalty tiers limited sustained participation and advocacy

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Personas involved

• Masons & Applicators: Earn rewards for product usage, training completion, quality workmanship, referrals, and long-term loyalty

• Site Supervisors & Contractors: Support verification of application and project completion

• Technical & Training Teams: Deliver application workshops, safety training, and certification programs

• Trade Marketing Teams: Design loyalty tiers, recognition programs, and engagement campaigns

• Dealer & Channel Teams: Enable mason onboarding and validate product usage via POS and site data

• Program Admin / Super Admin: Configure loyalty rules, manage reward budgets, oversee tiers, and monitor dashboards

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The solution

The Bricks, Blocks & Masonry Products brand needed a mobile-first, scalable loyalty platform that could operate directly at site level and reward real-world trade behavior. Xoxoday Loyalife delivered a unified solution to motivate, recognize, and retain masons through meaningful rewards and visible recognition.

The program shifted engagement from one-time payouts to a long-term trade loyalty ecosystem centered on skill, quality, and pride.

Application rewards to drive consistent usage: Xoxoday Loyalife rewarded masons for using the brand’s bricks and blocks on verified projects through per-bag, per-unit, and per-project incentives, reinforcing preference at the exact point of installation.

Quality workmanship recognition to celebrate craftsmanship: Masons demonstrating proper application techniques and superior workmanship received recognition awards and badges, elevating their professional reputation within the trade community.

Training completion incentives to upskill the workforce: Tradespeople earned rewards for completing product application training, new technique workshops, and safety certifications, improving confidence and reducing on-site errors.

Referral bonuses to expand the mason network: Applicators were rewarded for referring fellow masons into the program, helping the brand grow a network of trained, brand-loyal installers across regions.

Tiered loyalty programs to build long-term relationships: Xoxoday Loyalife enabled structured Bronze–Silver–Gold tiers, rewarding sustained product usage, training participation, and advocacy with escalating benefits and recognition.

Tool & equipment rewards for practical value: Top-performing masons unlocked access to quality tools, safety gear, and branded workwear, demonstrating the brand’s investment in their daily success and productivity.

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Impact

• 2.5× increase in repeat product usage by enrolled masons, driven by application-linked rewards

• 39% improvement in training and certification completion, strengthening application quality

• 34% reduction in application-related issues due to skill-based incentives

• 31% growth in mason referrals, expanding the trained installer network across India

• High participation across loyalty tiers, improving long-term engagement and retention

• ₹168 crore worth of masonry product usage influenced annually through Loyalife-led trade engagement

• Strong improvement in on-site preference and workmanship consistency

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Conclusion

By implementing Xoxoday Loyalife, the Bricks, Blocks & Masonry Products brand transformed mason engagement across India—from transactional, price-led schemes to a skill-driven, loyalty-first trade ecosystem.

From application rewards and training incentives to craftsmanship recognition, referrals, tiered loyalty, and practical tool rewards, Loyalife helped the brand build trust, improve quality, and secure long-term preference at the point of installation.

The result was a stronger, more skilled mason community, higher product loyalty, and consistent on-site performance—powered by a scalable loyalty platform purpose-built for frontline trade professionals.