Strengthening Channel Relationships: A Tiles Brand’s Loyalty Transformation with Loyltworks

When we first got on a call with the team from one of India’s top tile brands, it was clear they were looking for more than just a loyalty platform; they were looking for a partner who could help them drive real engagement across their entire ecosystem of dealers, retailers, and masons.

Over the next few weeks, we sat down with their Marketing Head, Supply Chain Head, and IT Head, each bringing their own perspective to the table. What struck us was how aligned they were on the bigger picture: “We want to move away from fragmented, ad-hoc reward schemes and build a single, structured loyalty program that drives long-term business growth.” And that’s exactly where we came in.

Understanding the Ground Reality

At Loyltworks, we always begin by listening. Before talking about points, tiers, or rewards, we needed to understand their business from the inside.

• From the Marketing team, we understand how the brand was perceived in different regions, what schemes had worked in the past, and why loyalty had to go beyond just gifting.


• With the Supply Chain team, we explored product movement, distributor networks, and the challenges of tracking sales past the primary level.


• The IT team helped us understand their system landscape, what data was available, how their ERP functioned, and how we could build a seamless integration.

We held detailed requirement-gathering workshops across functions. We weren’t just building a program; we were solving a cross-functional business problem.

Designing the Right Loyalty Experience

After mapping out their business structure and channel hierarchy, we proposed a multi-layered B2B loyalty program designed specifically for:

• Dealers, who were rewarded for consistent monthly performance and higher-value product sales
• Retailers, who earned incentives for pushing strategic SKUs and referring masons
• Masons, the frontline influencers, who could scan packs, attend training modules, and earn recognition for their craft

Using our cloud-based L1 platform, we were able to create an integrated ecosystem. The app was built mobile-first, in regional languages, to make it intuitive for masons and retailers to participate. The backend connected directly with their ERP and distributor management system, ensuring accurate, real-time tracking of sales and claims.

Gamification elements like achievement badges, milestone bonuses, and lucky draws kept things fun and engaging. Our goal was simple: keep each stakeholder motivated, month after month.

One important feature we introduced, based on feedback from field users, was the Tiles Calculator.

This wasn’t just a nice-to-have. It became a daily utility tool for masons and retailers to estimate the number of tiles required for a specific floor or wall area. Simple to use, available in regional languages, and integrated right into the loyalty app, it reduced guesswork, saved time, and increased product accuracy. And while users came for the calculator, many stayed for the rewards.

Tech That Fits Their Ecosystem

The entire solution was built on our robust, cloud-native L1 platform. It connected seamlessly with their ERP and DMS, so data around stock movement, billing, and claims could flow cleanly.

We built a mobile-first app with offline capabilities and localized content. This made it easy for masons in rural areas to participate without friction.

Gamification added a fun, competitive edge, leaderboards, milestones, achievement badges, and surprise contests kept users engaged beyond just transactions.

Rolling Out and Seeing Impact

The brand chose to launch the program in their South and West zones, areas with a strong dealer base and significant untapped potential at the mason level.

The impact was quick and clear:

• Over 15,000 masons onboarded in the first quarter
• Dealer participation exceeded 80% of the active base within the first two months
• Sales of selected high-margin tile SKUs grew significantly in pilot regions
• Retailers started voluntarily referring masons and even small contractors

One retailer told the brand rep,“For the first time, we feel like we’re part of something ongoing, not just a Diwali scheme.” That’s when we knew the program was doing what it was meant to, building lasting relationships.

What Made This Project Special

This wasn’t just another deployment. It was a collaboration across three functions of a leading brand, all aligned to make their channel partners feel recognized and included.

We didn’t just build a rewards engine; we built a platform that brought together marketing vision, supply chain visibility, and IT precision, all while staying deeply grounded in how this industry works. For us at Loyltworks, it reinforced what we believe: The most effective loyalty programs aren’t about transactions. They’re about trust.