Description
AGENCY: Create Direct
CLIENT NAME: Philip Morris International
Campaign started: 03/01/2021
Campaign ended: 08/01/2022
Created at: August 23, 2021
BRIEF
- The company was interested in creating a campaign for IQOS through which retailers are being incentivized;
– - Focus on increasing profitability and strengthening retailers’ loyalty;
– - Create a campaign based not just on quantity (high sales), but also based on quality (promotional materials presentation).
STRATEGY:
Solution & Strategy
- Create a rewards program based on cashback for shop owners
- To receive cashback, shop owners buy PMI IQOS products. PMI uploads the transactions in the system, and the system calculates and allocates the money into the user accounts.
- The users may redeem the money, to be paid, on 2 options:
1. Uploads an invoices to Promotiful Portugal – a company that manages the cashback campaigns
2. Chose to be invoiced automatically, on their behalf, in order to receive the money
Mechanic:
Step 1 – The shop owner access the PMI Partner Portal (Open).
Step 2 – If he has rights on the Owners Campaign, he will be transferred automatically via SSO to our platform
Step 3 – In the Owners platform, he can see his transactions and how much money he has accumulated as cashback
Step 4 – If he wants to redeem, he must do the following:
1.Confirm his fiscal data
2.Confirm the IBAN account and uploads a statement from the bank as proof that it is his account
3.Choose how the cashback is transferred:
-> He can upload an invoice to Promotiful, with the amount and campaigns he received cashback
Or
-> He can choose Promotiful to make an automatic invoice on his behalf, which is instantly approved
Step 5 – After the invoice is validated, a SEPA file is being generated in order to make the payments
Philip Morris International had a specific target defined for each retailer. When meeting the target set, the retailer receives cashback. Retailer is rewarded monthly / quarterly depending on the target achieved.
Cashback based on high quality presentation of promotional materials:
-> For each store there is allocated a Brand Builder (PMI representative)
-> Brand builders have a portfolio of stores selected based on location
-> Brand builder pays monthly visits to retailers and collects data on the target achieved
-> The information is centralized and sent to us for the loading of the incentives
RESULTS:
The program has been recently launched (in March 2021). However, over 300k Euro were paid as cashback until now.
The program has a high success due to the:
- – Automatization of processes and payments
- – Management of PMI rewards campaign
- – Easy to be managed by the agencies
- – Transparency to the users / shop owners
- – Integration with Primavera – the ERP of the Promotiful Portugal
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