Customer Loyalty Program Study: Strengthening Brand Trust Across India

Client

A global leader in decorative surface solutions, renowned for its design excellence and customer-first innovation. The brand is committed to building enduring brand trust through loyalty initiatives that strengthen dealer and partner networks, turning relationships into long-term competitive advantage.

Objective of the Study

The study aimed to evaluate the effectiveness of a customer loyalty case study in India, measuring its reach, impact, and relevance across diverse markets. The focus was on validating member engagement, redemption behavior, and program awareness, while identifying opportunities to strengthen dealer relationships and enhance long-term brand affinity.

Research Methodology

To capture accurate and actionable insights, a structured nationwide field research for loyalty programs was conducted. The study involved face-to-face interviews with 350 members across 15 cities, including 9 base cities (270 respondents) and 6 outstation cities (80 respondents), covering the North, East, West, and South regions.

Interviews were conducted in local languages: Hindi, Odiya/Bengali, Marathi, Telugu, Tamil, Kannada, and Malayalam, for better engagement. Member IDs were verified on the app, with checks on redemption history and milestone awareness, while geo-tagged and time-stamped photos ensured authenticity. Each session lasted 10–12 minutes, resulting in reliable insights that truly reflected member experiences across geographies.

Key Findings and Learnings

The field survey revealed important patterns shaping member behaviour and program engagement:

Program Awareness & Gaps
Most members were aware of the loyalty program but had a limited understanding of milestones and benefits, highlighting key program gaps that affected participation and redemption activity.

Reward Preferences & Behaviour
The reward study showed clear contrasts; metro members preferred aspirational rewards, while smaller-town participants leaned toward practical, utility-based options, reflecting diverse consumer habits.

Regional & Communication Insights
Differences in language, dealer influence, and peer advocacy shaped engagement; dealers drove participation in the North and West, while word-of-mouth dominated in the East and South, underlining the need for localised communication.

Engagement Patterns & Digital Use
The member insights indicated generational contrasts; young members tracked points digitally, while older participants relied on dealer updates, offering valuable cues for improving digital outreach and overall loyalty impact.

Business Implications for the End Client

The insights enabled the brand to take decisive actions that strengthened its loyalty program and retention drivers:

Sharper Engagement & Clear Communication
Simplified program messaging made milestones and rewards easier to understand across markets, while localised communication in regional languages improved clarity and emotional connection.

Stronger Redemption Drive
Aligning reward options with regional preferences boosted redemption rates and enhanced overall satisfaction.

Dealer-Led Trust
Empowering dealers as advocates increased awareness and participation in key regions, reinforcing the program’s credibility.

Balanced Experience & Future Growth
By blending digital and offline engagement, the brand ensured inclusivity across age groups, creating a future-ready framework for scalability, adaptability, and sustained program differentiation.

Conclusion

The field survey revealed deep insights into member engagement and behavior, showing that while awareness of the loyalty program was widespread, encouraging deeper participation required sharper, insight-led interventions. The reward study highlighted clear contrasts; members in metro cities were drawn to aspirational rewards, while those in smaller towns valued practical, utility-based benefits. Regional nuances also influenced engagement; dealer advocacy played a vital role in the North and West, while peer influence was stronger in the East and South.

These research insights enabled the brand to refine its program design, strengthen communication, and create a future-ready loyalty framework that built brand trust and improved long-term retention. Backed by over 25 years of expertise, Market Xcel continues to help brands decode consumer habits, identify program gaps, and design strategies that maximise customer value and overall program success. Contact us to explore how we can turn insights into impactful strategies that drive meaningful loyalty and sustainable growth.