Customer Story

Challenges  

As the retail network expanded across Saudi Arabia, partner engagement and brand execution became inconsistent. Some brands excelled in visibility and training adoption, while others struggled to support launches or co-marketing initiatives. Manual reporting created friction, and partners lacked transparency around how incentives were earned.  

Key challenges included:  

• Uneven sell-through performance across brand categories and store footprints  

• Inconsistent merchandising execution, leading to lost visibility and reduced conversions  

• Low participation in co-marketing activations and seasonal campaigns  

• Limited adoption of brand training programs by store associates  

• Slow launch execution for new SKUs and underperforming product lines  

• No structured tiering system to differentiate high-performing brand partners  

Personas involved  

The loyalty program aligned incentives and visibility across partner-facing teams and retail leadership.  

Personas included:  

• Brand & Vendor Partners – Earned rewards for merchandising, sell-through, training adoption, launches, and collaboration  

• Retail Merchandising Teams – Validated displays, end-caps, and in-store brand presence  

• Store Associates – Completed brand training modules and participated in SPIFF programs  

• Category & Buying Teams – Managed product performance, launch priorities, and partner growth strategies  

• Marketing & Activation Teams – Coordinated co-branded campaigns and in-store promotions  

• Loyalty & Operations Teams – Managed rule logic, tiering, points, catalogs, and settlement  

Solution  

The company deployed a unified partner loyalty ecosystem enabling transparent engagement, automated point issuance, and consistent recognition across KSA retail footprints. Brand partners could now monitor their performance daily, identify opportunities for higher incentives, and participate proactively in retail-led campaigns.  

The solution delivered:  

• Real-time loyalty wallets showing earn/burn transactions and tier progression  

• Automated SPIFF and merchandising reward issuance based on POS + audit data  

• Campaign engine enabling category-specific boosters and launch accelerators  

• Co-branding workflows supporting promotional collaboration and shared analytics  

• Training completion rewards tied to certification paths and store-level adoption  

• Tier-based partner privileges enhancing long-term alignment and competitiveness  

• Analytics dashboards measuring category trends, partner ROI, and engagement depth

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Impact

Within one year, the loyalty program improved partner alignment, accelerated sell-through, and strengthened merchandising execution across Saudi retail outlets.  

Quantitative results included:  

• 36% increase in SPIFF-driven sell-through across priority categories  

• 31% improvement in merchandising compliance, strengthening brand visibility  

• 29% uplift in partner participation in co-marketing campaigns and activations  

• 42% increase in product training completion by store associates supporting partner brands  

• 33% faster execution of new product launches, improving early sell-out performance  

• 26% rise in preferred partner tier upgrades, reinforcing long-term loyalty  

• 39% increase in partner portal engagement, indicating stronger collaboration and program adoption  

Conclusion

By implementing a structured partner loyalty and incentives framework, the retailer transformed how brands engage with its nationwide store network. The system rewarded sell-through performance, merchandising excellence, training adoption, and co-marketing collaboration, building stronger, more invested partnerships across KSA’s competitive retail landscape. Partners became more proactive, aligned, and strategically invested in the retailer’s success.