Godrej Locks & Security
Carpenter Loyalty Program Case Study

• High Market Competition: The home improvement and hardware segment is crowded with numerous regional and national brands offering similar locking solutions.
• Maintaining Brand Recall: Godrej needed to remain top-of-mind among contractors and carpenters who influence purchase decisions.
• Loyalty Fatigue: Influencers were already part of multiple loyalty programs from competing brands, making engagement and retention difficult.
• Inconsistent Influencer Preference: Many carpenters and contractors shifted brand preference based on immediate incentives rather than long-term loyalty.
• Lack of Direct Engagement: Godrej lacked a structured, scalable platform to build long-term relationships and directly reward its influencer network.

Godrej Locks sought a dedicated loyalty program and digital platform that could engage contractors and carpenters directly and meaningfully. They wanted to incentivize sustained brand preference through rewards and recognition, ensure efficient tracking and management of loyalty points, and offer aspirational rewards to keep participants motivated. Additionally, they required a scalable solution capable of delivering measurable engagement across India.

The Godrej Vishesh Labh Club (GVLC) was developed as a comprehensive digital loyalty program to connect with and reward the influencer community:

• Seamless ERP Integration: Direct integration with Godrej’s sales and ERP systems enabled real-time tracking of product purchases and points.
• Dual Mobile App Ecosystem: Separate mobile apps for contractors/carpenters and sales executives ensured smooth user onboarding, QR code scanning, point management, and support.
• Rewards & Analytics Platform: An intelligent backend enabled real-time insights, redemption management, and performance analytics for administrators and merchants.
• Geo-Targeted Engagement: Location-based tools allowed focused activation campaigns in key markets.
• Referral-Driven Growth: Built-in referral features helped scale the user base organically while reinforcing peer-level trust and loyalty.
• Value-Added Benefits: Accidental insurance coverage for active members added an extra layer of value to the program.

• Collaborative Planning: Godrej's marketing and technology teams worked closely to align program design with business goals.
• Phased Implementation: The GVLC program was rolled out in phases across regions to ensure smooth adoption and incorporate on-ground feedback.
• Field Executive Enablement: Sales executives were equipped with a dedicated app to assist with member onboarding and real-time issue resolution.
• Ongoing Engagement: Continuous digital campaigns, reward updates, and referral promotions kept users engaged and active.
• Performance Monitoring: Regular analytics and reporting ensured program effectiveness and timely refinements.

The GVLC program has successfully transformed how Godrej Locks engages with its influencer ecosystem. It created a direct and meaningful connection with contractors and carpenters, improving their brand loyalty and satisfaction. With over 2 lakh members actively participating, the program strengthened Godrej’s market position amidst intense competition.

The intuitive mobile experience, easy reward redemptions, and referral-driven growth contributed to sustained influencer engagement. By combining digital innovation with human touchpoints, Godrej Locks has not only rewarded loyalty but also built long-term trust in the brand among its most critical partners.