Building loyalty for Dulux Trade

Take one business challenge

How to identify which of the 78,000 UK decorators offered a real opportunity to increase Dulux’s share of business.

Add a little creative juice

Research enabled us to identify the key questions to target the most ambitious decorators. These were offered incentivised stretch targets according to their loyalty and likely value.

Cut to the quench

55% of those who reached their stretch target actually exceeded it by over 25% and sales from these customers was still +28% YOY several months later. This campaign delivered a ROI of 514%. Precision Marketing Award.