Loyalty Program Audit Case Study | Laminates Manufacturer

Client

A leading laminates manufacturer

Objective

The client, a leader in high-pressure decorative laminates with a global footprint in over 80 countries, sought to assess and validate the beneficiaries of its flagship loyalty program.
The goals of the study were to:

• Verify the authenticity of independent carpenters and explore contractor engagement improvement strategies

• Understand the engagement level with the mobile app and loyalty program benefits.

• Identify pain points in loyalty program execution and opportunities for improved stakeholder engagement.

This was not just a compliance exercise but a strategic loyalty audit aimed at carpenter-dealer relationship enhancement methods, reward program effectiveness assessment, enhancing reward program efficiency, and maximizing sales impact at dealer counters.

Approach

We designed a multi-city, face-to-face validation study using robust field verification, digital tracking, and competitive benchmarking.

Key Research Steps:

1. Database-Driven Sampling

   • Targeted 350 respondents from the client’s loyalty program database.

   • Covered top 15 cities with a mix of metro and outstation markets.

2. Face-to-Face Interviews (CAPI)

   • Captured detailed demographic, brand awareness, and product usage information.

   • Validated loyalty program membership details including ID, reward points, redemption history, and app login frequency.

3. On-Ground Verification

   • Collected geo-tagged photographs of respondents and outlets.

   • Verified material brands in use (plyboard, laminates, MDF, HDHMR, etc.).

   • Cross-checked if beneficiaries were linked to any dealership.

4. Competitor Loyalty Program Benchmarking

   • Assessed awareness and benefits of competitor loyalty schemes.

   • Captured reasons for switching or dual participation.

Sampling & Audience

Cities Covered:
Top 15 business markets across North, East, West, and South India.

Audience Profile:

• 50% Carpenters / 50% Independent contractors

• Mix of urban and semi-urban respondents

• Verified active members of the loyalty program 2.0 App

Deliverables

• Program beneficiary authenticity verification – Authentic vs. linked-to-dealer members.

• Loyalty Engagement Scorecard – Frequency of app usage, reward redemptions behaviour analysis, and milestone awareness.

• Competitive analysis of trade loyalty schemes – Benefits, brand preference triggers, and switching reasons.

• Photographic Evidence Repository – Geo-tagged, time-stamped images for validation records.

• Strategic Recommendations – Program refinement opportunities and engagement boosters.

Impact

The beneficiary audit allowed the client to:

• Ensure program integrity by removing ineligible participants.

• Strengthen trust and transparency among dealers, carpenters, and contractors.

• Benchmark against competitor loyalty programs to improve reward appeal.

• Optimize reward distribution and engagement tactics for better customer retention through incentive programs.

Testimonial from Client

"Market Xcel’s structured verification and in-depth loyalty program performance evaluation for manufacturers gave us the clarity we needed to streamline our app. The geo-tagged proof and competitor insights have been invaluable in refining our loyalty program." – Senior Marketing Manager, leading laminates manufacturer

Want to validate, optimize, and future-proof your loyalty program? Partner with Market Xcel to combine data-driven beneficiary verification with competitive insights that fuel stronger engagement and sales retention.

Get in touch today to transform your loyalty strategy into a competitive edge.