Loyalty overhaul for Sugro UK

Retailers are being encouraged to change their behaviour to benefit from rewards with Sugro UK’s new loyalty scheme

Unveiling the AI-powered loyalty programme at its annual conference, Sugro UK is keen to offer a more personalised scheme which requires retailers to complete specific actions rather than just spending more on stock.

“Our previous e-loyalty scheme proved supplier-funded rewards work in our channel, but this is the next generation,” said Yulia Petitt, Sugro’s head of commercial and marketing.

Suppliers that support the initiative will be able to build campaigns around retailer behaviours they want to encourage, such as stocking a particular product, displaying POS material, ranging the correct SKUs or meeting merchandising requirements. Retailers can then provide evidence by submitting a photograph which is verified in order to release the reward.

Created in partnership with B2B customer engagement specialist ProConnect, the new scheme uses AI to ensure it is more personalised to deliver results, based on retailer purchase history.

“Suppliers will pay for something different – distribution they can prove,” said ProConnect CEO, Rob Mannion. “Our loyalty scheme puts supplier money through the wholesaler rather than around it, uses AI to target the right offer and the right store from real purchase history and verifies the shelf with a photo rather than a promise.”

AI loyalty ProConnect Rob Mannion Sugro UK Yulia Petitt