B2B Manufacturer Loyalty Program

Aquatrols Approach Loyalty Program Case Study

Aquatrols, a world leader in the development of cutting-edge soil surfactants, launched a B2B loyalty program with Brandmovers and is successfully driving sales growth while engaging and rewarding its customers.

PROJECT GOALS

Transition and relaunch an existing loyalty program to a new platform with new capabilities and an enhanced experience.

CLIENT

Aquatrols

PROVIDED SOLUTIONS

BENGAGED B2B SaaS Loyalty Platform, Program Strategy & Design

About

Aquatrols is the world leader in the development of cutting-edge soil surfactants and other specialty technologies that maximize the use of water and inputs in the agricultural, professional turfgrass, and horticultural markets. Today, Aquatrols produces products in three core categories: Water Management, Active Ingredient, and TurnfRx Nutritionals. They sell these products through a network of distributors to their end customers, who are mostly golf courses and turf managers.

Challenges Faced

After Aquatrols' previous vendor shut down, Aquatrols needed to find a new loyalty provider fast. Customers had become accustomed to earning points and redeeming for rewards so any major or long-term disruption to the program could cause significant damage to the customer-brand relationship.

Aquatrols needed to find a solution and a loyalty program provider who could:

Handle to complexities of their points earning structure
Allow for seamless transition of existing user data and point balances
Help them improve the loyalty program in key areas, including improving the user experience
Relaunch quickly with minimum disruption to current users

Opportunity

After an evaluation period, Aquatrols chose Brandmovers as their new provider because Brandmovers could both meet the technical and timeline demands, and laid out a strategic plan to incorporate new capabilities that would grow the loyalty program.

Within a few short months, the Approach Loyalty Program launched to users with all of the existing program functionality, integrations, and reward options customers were accustomed to, plus a substantial list of improvements and additions that met Aquatrols’ standard for excellence and the end-customers’ heightened expectations.

Overview

How It Works

Aquatrols customers purchase their Aquatrols products via distributors (not directly from Aquatrols). These distributors then provide their sales data to a third party data aggregator. Next, the data aggregator sends the transactional data back to Aquatrols and their loyalty provider, Brandmovers, which allows the Approach program to have unique and timely point earnings tied to back customer sales. This is all accomplished without requiring any additional effort from the customer, such as manually uploading their invoice or logging their transaction.

Within the Approach program, customers are able to login (via SSO) and engage with dynamic dashboards monitoring their purchases, view pending points, track category bonus statuses, and more. Customers can redeem accrued points as they wish within their portal for items such as gift cards, merchandise, distributor credits, and donations.

Complex Rules Logic

The earning logic for the program is nuanced and complex - users earn points for all purchases but bonuses and multipliers can be unlocked when these sales are made in the off-season and/or across multiple product categories.

Points Multiplier - using a points multiplier rule encourages customers to purchase during off-season months and keeps a consistent cash flow
Pending Points Feature - Pending points is an innovative feature that solves challenges around returned product, transaction date vs reported sale date, unpaid invoices, and more. Earned points are put into a “pending” state where they can be tracked on the users’ dashboard but not redeemed until they are made active.

Driving Customer Behavior

A primary objective of Aquatrols is to drive customers to purchase across multiple product categories. Historically, many customers would only know of (and purchase from) one or two product categories.

Category Bonus Rules - By creating bonuses for customers to earn additional points for meeting minimum volume thresholds across all three of its product categories, Aquatrols is able to encourage customers to buy more and look to Aquatrols for more of their business needs.

Sales Rep Inclusion

Aquatrols' internal sales reps are their own member category within the Approach program and are also able to earn points and redeem. Sales reps are able to login and view their customer accounts and look into key areas such as recent redemptions, outstanding points, pending points, category diversity, bonus status and more.

This increases their familiarity with the program so they're better equipped to leverage loyalty as a unique differentiator during customer meetings, such as showing them exactly how to meet the criteria for a point bonus.

Integrated Experience

Customer and sales data flow directly into the loyalty platform via API and SFTP integrations—no manual uploads required. As customers enroll or update their profiles, real-time API calls sync their data instantly. Sales data from AgData is passed securely via SFTP, eliminating error-prone invoice uploads and accelerating point awarding.

With Single Sign-On (SSO), users can access the loyalty dashboard directly from their customer portal with no extra logins or delays.

Customer Testimonial

“We came to Brandmovers with a unique sense of urgency because our previous loyalty vendor was suddenly ending their business. Thankfully, we were able to relaunch the Approach program on the Brandmovers platform quickly and efficiently with limited disruption to our customers, program administrators, and overall business. Not only were we able to seamlessly bring over the best parts of our ongoing Approach program (such as our complex point-earning logic, custom rewards, SSO, system integrations, etc.) but we were also able to upgrade the program's overall experience."

Collen CliffordMarketing Manager, Aquatrols

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Aquatrols Approach Loyalty Program Case Study

About

Challenges Faced

Opportunity

How It Works

Keys To Program Success

RESULTS

Customer Testimonial

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