The Scope
A top company in the landscape and irrigation industry wanted to stand out from their competitors by convincing their customers to spend more money with them. To achieve this, they needed to create a unique program that would help them connect better with their customers and encourage them to increase their investment. The main aim was to develop a promotion that set them apart and strengthened their relationship with clients.
The Challenge
The client had trouble coming up with an exciting promotion to stand out from their suppliers and competitors. They wanted to find new ways to grow and shift their business goals to focus more on building stronger relationships with their customers. By connecting with HMI (now a part of 360insights), we were able to initiate the strategy required to achieve their goals.
The Solution
The client introduced a new program using advanced technology in behavioral economics to motivate their audience; landscape contractors and green industry professionals. This feature encouraged participants to set their own goals based on their interests and past purchases, rather than following set targets. The program ran for six months, offering three goal options tailored to what participants bought last year. By doing this, the company gave users a sense of control and motivation, with bigger rewards for higher goals. However, there was a risk involved—if participants didn't meet their goals, they wouldn't earn any points. This added an element of strategy to the program.
This approach engaged both contractors and clients, turning the usual incentive model into one that focused on personal goals and growth. It led to more participation and commitment, while also saving money, allowing the company to use resources more effectively. Feedback was very positive, with users liking the flexibility and personal connection to their goals. This new method resulted in strong growth, reinforced the company's reputation, and set a new standard for promotional strategies that build strong customer relationships and success. This example shows how modern technology can blend with traditional sectors to motivate and achieve results while keeping customers happy.
The Results
The organization achieved $19 million in additional growth and received a 1074% ROI. Participants saw a 24% YoY increase and those who hit their targets grew by 137% YoY, demonstrating successful KPI achievement. Positive user feedback validated the decision to implement goal-setting programs.
