Client Overview
Century Plyboards (India) Ltd. is one of India’s most trusted and established brands in plywood, laminates, MDF, and decorative surface solutions. The brand’s growth in competitive markets is strongly influenced by contractors and carpenters, who play a decisive role in product recommendation and brand preference at the customer decision stage. To strengthen relationships with these key trade influencers, Century Ply aimed to build a consistent, scalable, and measurable engagement program.
| Program Detail | Description |
|---|---|
| Program Type | Contractor & Carpenter Loyalty Program |
| Target Audience | Contractors, Carpenters |
| Geography | Multi-region (India) |
| Engagement Model | Behaviour-driven, Points-based Loyalty |
| Key Objective | Drive sustained trade engagement and brand preference |
| Technology Platform | Loyltworks |
The Challenge
Century Ply faced several challenges common to trade-focused loyalty initiatives:
- Fragmented engagement
- Short-term scheme fatigue
- Limited visibility and measurement
- Active vs inactive participants
- Engagement frequency
- Program effectiveness across regions
Interaction with contractors and carpenters was spread across multiple offline activities, making engagement inconsistent
Previous incentive schemes generated temporary spikes but failed to create long-term loyalty or repeat engagement
The brand lacked real-time insights into
Century Ply needed a digital-first loyalty program that could shift engagement from transactional schemes to long-term relationships.
The Solution
Loyltworks designed and implemented a Contractor & Carpenter Loyalty Program focused on behavioural engagement, simplicity, and scalability
Key Program Components
- Digital onboarding for contractors and carpenters
- Points-based earning structure aligned to defined engagement behaviours
- Structured and relevant reward catalogue for trade audiences
- Simple and transparent redemption journeys
- Centralised dashboards for real-time tracking and reporting
The program was designed to reward consistent association with the brand, not just isolated purchases.
Program Execution
- Phased rollout across selected regions with the ability to scale nationally
- Clear communication and onboarding to ensure easy adoption by on-ground users
- Continuous engagement initiatives to maintain program momentum
Loyltworks supported Century Ply with end-to-end program management, including:
- Loyalty program design and architecture
- Platform deployment and configuration
- Participant engagement tracking
- Performance monitoring and optimisation
Measured Impact
- Improved active participation consistency among enrolled contractors and carpenters
- Higher repeat engagement frequency compared to earlier short-term schemes
- Enhanced visibility and reporting for internal sales and marketing teams
- Reduced dependency on disconnected, manual incentive activities
Century Ply transitioned from multiple isolated schemes to a single, unified loyalty ecosystem for trade influencers
Key Insight
Contractors and carpenters don’t disengage because rewards are insufficient; they disengage when programs are irregular, unclear, or difficult to track. By introducing structure, transparency, and continuity, the loyalty program helped rebuild trust and sustained participation.
Client Perspective
“The program helped us bring structure and continuity to how we engage with our contractor and carpenter network. Visibility and ease of participation were key improvements.”
— Century Plyboards, Marketing Team
Why Century Ply Chose Loyltworks
- Deep understanding of trade and channel loyalty ecosystems
- Ability to design programs around behaviour, not just rewards
- Simple digital experience tailored for on-ground trade users
- Reliable execution with ongoing program support
BUSINESS IMPACT
- Strengthened brand–contractor relationships, creating a loyal influencer network that consistently promotes Century Ply products.
- Generated measurable sales growth driven by loyalty-based incentives and tiered engagement strategies.
- Delivered actionable business insights through advanced analytics on purchases, reward trends, and contractor behavior.
- Improved efficiency in program operations with seamless ERP integration and automated workflows.
- Increased brand visibility and preference by making contractors active advocates in the interior and construction ecosystem.
Strategic Value for Century Ply
Through this loyalty initiative, Century Ply was able to:
- Strengthen relationships with key trade influencers
- Improve brand preference at the recommendation stage
- Bring structure, transparency, and measurability to trade engagement
About Loyltworks
Loyltworks helps brands design and manage customer, channel, and trade loyalty programs that focus on behavioral engagement, measurable outcomes, and long-term relationships, not just points and rewards.