Summary
Key takeaways
- Homeowners building a house usually buy the cement their mason or contractor recommends, and dealers decide which brand they lift and push from stock. Both deal with several brands.
- Dealer schemes drive lifting. A mason program drives what gets recommended on site. Running both on one platform links counter push with site demand.
- Single-use bag codes, invoice checks and points locked until approval stop duplicate and fake claims before payout.
- Automating dealer incentive calculations removes the errors and disputes that come with manual, region-wise schemes.
- In live programs, a cement brand cut calculation errors by 98% across 5,000+ dealers, and a cement and putty brand processed 1.9 million QR scans with a 36% repeat scan rate.
01 · What it is
What mason and dealer loyalty is
A mason and dealer loyalty program rewards the people who recommend cement on site and the dealers who stock and sell it. Masons earn on every verified bag through a QR scan or invoice upload. Dealers and sub-dealers earn on lifting slabs, invoices and branding claims.
It is different from paper coupon schemes and manual dealer incentives. Coupons get copied and tallied by hand, and dealer payouts are calculated in spreadsheets after the period ends. A loyalty program verifies each bag and sale as it happens and pays partners while the reward still matters.
It also gives the brand data it usually lacks: which masons are active, where bags are being used, and how each district and grade is performing.
On Loyalife
02 · The channel
How cement reaches the site
Cement moves through several hands between the plant and the site. Each one influences which brand ends up in the foundation.
- Cement brand: manufactures, sets prices and dealer schemes, and runs sales and technical teams.
- Depot or C&F agent: holds regional stock and dispatches to dealers.
- Dealer: lifts stock from the brand and supplies sub-dealers and large buyers.
- Sub-dealer or retailer: sells to masons, contractors and home builders at the counter, often across several brands.
- Mason or contractor: recommends the brand, buys or advises on the purchase, and uses the product on site.
- Home builder: pays for the cement but usually follows the mason's or contractor's advice.
Where brand visibility stops
Most cement brands see dispatches to dealers in their ERP. After that, they rarely know which sub-dealer sold the bags, which mason recommended them, or which site they went to. Planning runs on dispatch data, not on real use by district and grade.
On Loyalife
03 · The gap
The gap cement brands face today
- Masons are unregistered. Most brands have no list of the masons who use their cement, so they cannot reach them with training or offers.
- Paper coupons leak. Coupons are copied, collected in bulk or claimed twice, and the brand pays without knowing who used the bag.
- Dealer payouts are calculated by hand. Region-wise schemes tracked in spreadsheets lead to calculation errors, late payouts and disputes.
- Rewards arrive too late. When masons and dealers wait weeks for rewards, their loyalty follows the brand that pays faster.
The result is incentive spend that goes out every quarter but builds no lasting preference with masons or dealers.
On Loyalife
04 · Who to reward
Who to reward in the cement channel
| Channel partner | Why they matter | What the brand wants from them |
|---|---|---|
| Masons | Recommend the brand to home builders and use it on site | Registration, repeat use and preference over competing brands |
| Contractors | Run larger sites and often buy for their crews | Brand preference across all their sites and visibility into project volumes |
| Dealers | Decide how much of the brand to lift each month | Higher lifting, on-time payments and a shift to premium grades |
| Sub-dealers and retailers | Sell at the counter and advise walk-in buyers | Counter push, branding and stock depth |
| Architects and engineers | Specify materials early in larger projects | Specification of the brand at design stage |
Lifting versus recommending
Dealers decide what they lift, but masons decide what gets used. A dealer scheme on its own fills shops without changing what masons ask for. A mason program on its own builds demand that a dealer can redirect to another brand. Running both, with separate rules for each group, links the counter and the site.
On Loyalife
05 · What to reward
What to reward and how to verify it
| Earning method | How it works | Best for |
|---|---|---|
| QR scan on the bag | The mason scans a single-use code on the bag, and every scan records location and time | Masons and contractors using cement on site |
| Invoice upload with OCR | The partner uploads a purchase invoice, which is read by OCR and cross-checked before points are credited | Bulk purchases and partners buying without bag scans |
| Dealer lifting data | Dealer purchases flow in from ERP or the dealer portal and count toward volume slabs | Dealers and sub-dealers |
| Counter branding photo | Dealers upload photos of branding at their counter, which are geo-tagged and reviewed | Dealer visibility schemes |
Earning rules that change behaviour
- Points per bag, with tiers that raise points per bag as a mason's volume grows
- Grade bonuses that move premium cement
- Volume slab schemes for dealers and sub-dealers by region or tier, approved by the sales head before they go live
- Zone boosters that raise points in lagging districts for a set period
- Points for completing technique training videos
Rewards that work for masons and dealers
- Cash to a bank account or UPI, including instant cashback on scans
- Mason tool kits, home appliances and e-vouchers from the rewards marketplace
- Utility bill payments
Some programs split each reward between instant cash and points. The cement and putty brand in section 08 paid 80% as instant UPI cashback and 20% as points.
On Loyalife
06 · The platform
What the Loyalife platform covers
Loyalife is a self-service loyalty platform. The brand's sales and marketing teams set up and change schemes themselves, without waiting on IT.
- Onboarding and KYC: partners sign up on a white-labelled app or WhatsApp bot in their own language. KYC checks tag each account as verified or pending.
- QR codes: single-use bag codes tied to device and account, with location and time recorded on every scan.
- Claim management: invoices read by OCR and cross-checked, and geo-tagged branding photos reviewed before approval.
- Rule engine: per-bag points, grade bonuses, volume slabs, scan caps and zone boosters by region or tier.
- Tiers: tiers that move masons up as their bag volume grows.
- Approvals and spend controls: schemes approved by the sales head before they go live, and points locked until approval.
- Training and video: technique training videos that masons earn points for completing.
- Rewards and redemption: a marketplace of tools, home appliances, e-vouchers and utility payments, plus bank and UPI cashouts.
- Reports: bags scanned, active masons and dealer lifting by district, region and grade in real time.
- Partner app: dealers and sub-dealers see their slab, progress, and locked and redeemable points in one app.
Xoxoday is SOC 2 Type II and ISO 27001 certified.
07 · Business outcomes
Business outcomes to expect
| Business outcome | Impact on the business | KPI to track |
|---|---|---|
| Secondary sales growth | Dealers and sub-dealers lift and push more of the brand | Dealer lifting vs slab targets; secondary sales growth by district |
| Mason preference on site | Masons recommend the brand on more sites and keep using it | Active masons per month; repeat scan rate |
| Premium grade mix | More volume moves to higher-margin grades | Premium grade share of scanned and lifted volume |
| Lower incentive leakage | Payouts go only to verified bags and sales | Duplicate or rejected scans and claims; payouts blocked before approval |
| Accurate, on-time dealer payouts | Fewer calculation errors and disputes, and less manual work for sales and finance | Calculation errors; payout disputes; days to settle a scheme |
| Higher trade spend ROI | Budgets move to the districts and grades that respond | Incremental bags per unit of incentive spend, by district |
08 · Customer stories
Programs running on Xoxoday Loyalife
98%
fewer calculation errors
Accurate payouts for 5,000+ dealers
Manual, region-wise scheme calculations caused errors and payout disputes for a cement brand. Incentives were automated inside its existing dealer portal in about five weeks, every payout linked to an invoice. Qualifiers rose 25%.
Read full case study1.9M
tamper-proof QR scans
Scan-to-earn on every pack, without duplicates
A cement and putty brand had masons, painters and contractors scan tamper-proof QR codes, with 80% paid as instant UPI cashback and 20% as points. Single-use codes tied to device and account drove a 36% repeat scan rate.
Read full case study38,500
influencers verified
A verified mason network that keeps learning
A building materials brand credits invoice uploads, QR scans, training and referrals to one wallet, with SKU, timing and geo-fence checks before any points are paid. Rejected duplicate claims fell 62%.
Read full case study