- Customer Loyalty ProgramsIn a client case study released by The ISI Group, an organization focused on providing loyalty and channel sales incentives, a Manhattan clothing manufacturer faced the issue of consumer disconnect. Since the clothing company sold directly through distributors, the best way to strengthen their link to their consumers was by improving communication with those distributors. According to Jeff Cagle, Director of Sales at Incentive Solutions (part of The ISI Group), “Usually, the most important step in establishing a loyalty plan for manufacturers is deciding who to communicate with in the sales channel: distributors, dealers, contractors, consumers, all of the above?”Often, manufacturers need to make stronger impressions on consumers while keeping relationships with distributors positive. Not every manufacturer’s situation is the same. In some cases, the best strategy may be to offer rewards to distributors. The best loyalty programs are the most comprehensive, however, including distributors, sales teams, contractors, and consumers.
- Steve DamerowCEO of The ISI Group
- Incentive Solutions
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