DUBAI — With the goal of building loyal sales partner relationships and promoting best practice, plumbing supplies distributor NAMAT has selected ICLP to design, launch and manage an innovative new channel loyalty program. Believed to be the first of its kind in the region, Sibakaty – or ‘My Plumbing’ – leverages ICLP’s proven expertise in global channel programs to provide a competitive differentiator for National Marketing Est. Co. Ltd (NAMAT).

Part of the IKK Group, NAMAT has been the Kingdom of Saudi Arabia’s leading distributor of Neproplast products for more than 46 years. However, remaining competitive means finding new, exciting ways to strengthen existing relationships and acquire new customers.

Osama Bitar, business development & marketing manager at NAMAT, said: “For us, it’s a combination of building our knowledge of our partners and incentivizing loyal, productive relationships. In line with our GM’s vision and with ICLP’s expertise, we can increase engagement and sales, but we’re also hoping to fill in some of the gaps in our data. From sales frequencies to purchase cycles, these insights will help us to deliver outstanding service to our partners and anticipate production demands early. ICLP will play a key role in both ensuring the program is engaging for our partners and equipping us with vital data analytics.”

Since the company’s appointment in May 2017, ICLP has used in-depth market research and commercial modeling to strategize and implement the Sibakaty loyalty program, including everything from technology, marketing, and creative to staff training. Distinctly, the program addresses the needs of NAMAT’s two customer groups: Tier 1 customers (resellers, distributors, and wholesalers) who buy Neproplast products directly from NAMAT and Tier 2 customers (traders) who buy Neproplast products from Tier 1 customers.

Tier 1 customers can earn points for purchases, which can then be redeemed online for a range of rewards. Meanwhile, Tier 2 customers receive scratch cards for purchases, which can be scanned via a mobile app for entry into a prize draw and progress to a guaranteed reward.

Crucially, ICLP’s channel loyalty program for NAMAT engages partners and resellers while also giving them their own competitive advantage — rewards and prizes for their customers.

Sanjit Gill, general manager at ICLP Dubai, said: “This is a fantastic win for ICLP Dubai as it is our first non-tech sector channel client in the region. We have launched and currently manage several of these programs elsewhere in the world, but it’s something truly new for the Middle East. While the initial programs scope is targeted to the Jeddah region as a pilot, NAMAT has expressed a keen interest to expand the program nationally, internationally, and across the other companies within the IKK Group.” — SG