Driving Deeper Engagement: A Spices Brand’s Journey to Customer and Retailer Loyalty

We begin every engagement by deeply understanding our client’s business. We tailor each loyalty program design to best suit their brand identity, growth ambitions, and operational realities. One of the best examples of this approach is our work with a leading Indian spices brand, renowned both locally and internationally, especially for its premium cardamom.

Their marketing team reached out to us with a clear business challenge: they had no visibility into secondary sales, no direct connection with end customers, and no structured way to engage or incentivize their retail network.

Where Client Journeys Begin

That conversation marked the beginning of a transformational journey. We helped them envision what was truly possible. Drawing on our extensive experience across industries like Manufacturing, Automotive, Construction Materials & Equipment, Security Solutions, Consumer Goods, Home Appliances, Steel & Cement, Logistics, and Medical, we shared real-world success stories. These examples demonstrated how loyalty programs had empowered similar businesses to build stronger relationships with their retailers and end customers.

Inspired by what they heard, they were eager to begin. But we knew that designing the right solution meant first understanding their business from the inside out.

We asked detailed questions about their supply chain, from manufacturing to the retail shelf. We explored who their target audiences were, where they wanted to start, and what their product mix looked like. We even dove into SKU-level data to ensure we built a program with the right mechanics and tracking in place.

To get an even clearer picture, we conducted business requirement workshops with their team. These sessions gave us deep insights into their distribution structure, sales model, and customer purchasing behaviour, everything we needed to build a program designed specifically for their ecosystem.

First Move into the Middle East Market

With the groundwork laid, the brand decided to launch a pilot program in the Middle East, a region where they already had a strong retail footprint. It was a smart, focused move to test the concept before scaling globally.

The core idea was simple but powerful: reward both customers and retailers for engaging with the brand.

Customers could earn points by purchasing spice packs and scanning them via their phones. The process was seamless and fit naturally into their existing buying habits.

But we also knew that retailers were essential to the program’s success. From day one, they were brought into the fold. As soon as stock reached their outlet, they began accumulating benefits, initially notional, and redeemable only after the product reached the hands of the end customer. This approach fostered deeper engagement across the sales chain and motivated retailers to actively support the program.

To keep the experience lively and engaging, we introduced gamification. Milestone-based rewards and lucky draws gave participants, both customers and retailers, a reason to stay involved and excited. The rewards were attractive, and the journey was fun, creating positive buzz around the brand.

Results in Action

When the program went live, the impact was encouraging. Customers started scanning, earning, and engaging with the brand in ways they hadn’t before. They weren’t just buying spices; they were becoming part of the brand’s community.

Retailers felt seen and appreciated. They weren’t just middlemen in a transaction anymore, they were partners in growth, recognized for their continued support and contribution.

Our Takeaway

This project was more than a loyalty program. It was a bridge that reconnected a trusted brand with its most important stakeholders: its customers and retail partners.

For us, it was an opportunity to apply our expertise from across industries and create a solution that was both practical and powerful. We didn’t just build a rewards platform; we helped spark meaningful relationships.