BONUSFERA Loyalty Program

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Kronospan is a leader in the production of materials for the furniture and woodworking industry. With a focus on quality and environmental care, the company operates over 40 production plants in Europe, the United States, and China.

Challenges

Kronospan, already having a substantial base of wholesale customers, faced the challenge of maintaining customer loyalty amidst strong competition. Previous promotional mechanisms like discounts and coupon codes proved insufficient to keep customers exclusively with Kronospan's services, such as kronosfera.pl and strefaplyt.pl.

There was a need for a more engaging, long-term solution that would provide additional benefits and strengthen customer loyalty.

Goals and tasks

To meet these challenges, a loyalty program was developed with objectives including:

• Increasing product sales offered by Kronospan.
• Enhancing product recommendation rates among professionals.
• Rewarding the best and most active customers.
• Creating a tool for direct communication with customers.

Loyalty Program Assumptions

• Participants: Target groups included carpenters, architects, designers, and customers of the strefaplyt.pl.
• Products: A selected range of Kronospan products.
• Reward Catalog: Ability to add any reward, initially planning for BLIK codes (e.g., 25, 50, 100 PLN).

Implementation

A comprehensive system was prepared to realize the loyalty program, including the following modules:

Participant Management Module:

• Program registration.
• Managing participant consents.

Reward Module:

• Reward catalog.
• Reward ordering process.

Reporting Module:

• User points history.
• History of ordered rewards.
• Generating reports to files.

Communication Module:

• Creating landing pages.
• Preparing regulations.

Promotion Module:

• Informing about benefits for ordering products participating in the program in the product catalog and basket.

Benefits for the Client

• Increased sales through the activation of purchases among regular customers.
   
• Strengthened customer relationships via direct communication and a rewarding system.
   
• Higher loyalty with customers more likely to return to Kronospan platforms.
   
• Acquisition of an active user base for targeting specific promotions and rewarding participation.
   
• Greater potential for creating promotional actions and loyalty schemes through a flexible system for managing promotions and rewards.

The loyalty program for Kronospan proved to be an effective tool for increasing sales, strengthening customer relationships, and improving recommendation rates. Through a comprehensive approach to project implementation, Kronospan could offer additional benefits to its customers and maintain a high level of loyalty.