Saudi Arabia’s National Marketing (NAMAT) along with ICLP has unveiled a new channel loyalty programme.
According to a press release, the programme, named Sibakaty – or ‘My Plumbing’ – leverages ICLP’s proven expertise in global channel programmes to provide a competitive differentiator for (NAMAT).
Part of the IKK Group, NAMAT is a leading distributor of NEPROPLAST products in Saudi.
Osama Bitar, business development and marketing manager at NAMAT, says of its tie-up with ICLP, “For us, it’s a combination of building our knowledge of our partners and incentivising loyal, productive relationships. With ICLP’s expertise, we can increase engagement and sales and fill in some of the gaps in our data. From sales frequencies to purchase cycles, these insights will help us to deliver outstanding service to our partners and anticipate production demands early. ICLP will play a key role in both ensuring the programme is engaging for our partners and equipping us with vital data analytics.”
According to a press release, ICLP has used in-depth market research and commercial modelling to strategize and implement the Sibakaty loyalty programme, including everything from technology, marketing and creative to staff training. Distinctly, the programme addresses the needs of NAMAT’s two customer groups: ‘tier one customers’ (resellers, distributors, and wholesalers) who buy NEPROPLAST products directly from NAMAT and ‘tier two customers’ (traders) who buy NEPROPLAST products from tier one customers.
Tier one customers can earn points for purchases, which can then be redeemed online for a range of rewards, while tier two customers receive scratch cards for purchases, which can be scanned via a mobile app for entry into a prize draw and progress to a guaranteed reward.
The programme engages partners and resellers while also giving them their own competitive advantage –rewards and prizes for their customers, the release said.
Sanjit Gill, General Manager at ICLP Dubai, says, “This is a fantastic win for ICLP Dubai as it is our first non-tech sector channel client in the region. We have launched and currently manage several of these programmes elsewhere in the world, but it’s something truly new for the Middle East. While the initial programmes scope is targeted to the Jeddah region as a pilot, NAMAT has expressed a keen interest to expand the programme nationally, internationally, and across the other companies within the IKK Group.”