Défis

The roofing and waterproofing category is highly availability- and recommendation-driven, making dealer commitment critical to brand success. However, traditional trade schemes lacked transparency, personalization, and long-term motivation—often resulting in short-term lifts without sustained loyalty.

The brand needed a scalable channel incentive engine that could motivate dealers to stock deeper, display better, train teams consistently, and actively push the brand at the counter—while rewarding distributors for expanding market reach across the UAE.

Key challenges included:
• Inconsistent stock availability: Dealers prioritized faster-moving competitor SKUs without strong stocking incentives.
• Low in-store visibility: Limited premium placement reduced buyer consideration at showrooms and yards.
• Slow distribution expansion: Opening new contractor and builder accounts required stronger motivation.
• Weak counter staff advocacy: Sales recommendations varied by incentive availability rather than brand preference.
• Low training participation: Dealer teams lacked structured motivation to complete product and application training.
• Limited long-term loyalty: Absence of tiered programs reduced sustained engagement among top-performing partners.

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Personas involved

• Dealers & Distributors: Earn rewards for stocking depth, display execution, account expansion, sales performance, and long-term loyalty.
• Dealer Counter Staff & Sales Reps: Receive SPIFFs for recommending and selling the brand’s roofing and waterproofing products.
• Channel Sales Teams: Drive dealer adoption, monitor performance, and manage incentive programs.
• Trade Marketing Teams: Design visibility programs, loyalty tiers, and promotional campaigns.
• Training & Technical Teams: Deliver product education and certification programs across the channel.
• Program Admin / Super Admin: Configure incentive rules, manage budgets, validate claims, and monitor dashboards.

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The solution

The Roofing & Waterproofing Materials brand required a robust, performance-driven channel engagement platform that could align dealer behavior with business goals. Xoxoday Compass delivered a centralized solution to track, incentivize, and reward dealer and distributor actions at scale.

The program replaced fragmented schemes with a transparent, tiered loyalty ecosystem that rewarded both short-term execution and long-term commitment.

• Stocking incentives to ensure availability: Xoxoday Compass rewarded dealers for maintaining optimal inventory levels, expanding SKU range, and ensuring consistent availability—reducing stock-outs and improving contractor satisfaction.

• Display & visibility bonuses to win at the shelf: Dealers earned bonuses for premium showroom displays, counter positioning, and yard visibility—maximizing brand prominence at critical decision points.

• Account expansion rewards to grow market reach: Distributors were incentivized to onboard new contractor, builder, and developer accounts—expanding the brand’s footprint in high-growth territories.

• Sales staff SPIFFs to drive recommendations: Counter staff and sales reps received per-unit SPIFFs for actively recommending the brand—shifting preference away from competing products at the point of sale.

• Training & certification bonuses to build advocacy: Dealer teams earned instant rewards for completing product training, application workshops, and certifications—improving confidence, conversion rates, and correct product usage.

• Tiered loyalty programs to deepen partnerships: Dealers progressed through loyalty tiers based on sustained performance, unlocking higher rewards, exclusive perks, and recognition—strengthening long-term relationships.

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Impact

• 2.3× increase in dealer stock depth, improving product availability across key UAE markets.
• 35% uplift in premium display compliance, driving higher showroom visibility.
• 32% growth in active contractor and builder accounts, fueled by expansion incentives.
• 41% increase in counter staff-led recommendations, driven by SPIFF programs.
• 38% rise in training and certification completion, strengthening channel advocacy.
• ₹196 crore in channel-influenced revenue tracked annually, improving predictability and scale.
• Strong growth in top-tier dealer participation, enabled by tiered loyalty benefits.

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Conclusion

By implementing Xoxoday Compass, the Roofing & Waterproofing Materials brand transformed its dealer and distributor engagement across the United Arab Emirates—from short-term trade schemes to a performance-led, loyalty-driven channel ecosystem.

From stocking and visibility incentives to account expansion, counter staff SPIFFs, training rewards, and tiered loyalty programs, Compass enabled the brand to win at the point of sale, deepen channel trust, and expand market reach.

The result was stronger dealer commitment, improved availability, higher recommendation rates, and sustained channel growth—powered by a scalable, transparent incentive platform purpose-built for distribution excellence.