Objective
The Rewards Club is designed to:
- Introduce a target-and-reward framework that balances business goals with customer benefits.
- Motivate customers to increase their spending through achievable and appealing rewards.
- Foster stronger engagement with both dormant and low-spending customers, reinforcing loyalty to MKM.
Our Role
Our relationship with MKM began in 2015, when we collaborated to design and launch the MKM Rewards Club from the ground up. Since then, Loyalty Works has continued to manage and develop the program, delivering various successful campaigns and implementing regular improvements to ensure it remains engaging and rewarding for members. This long-standing partnership reflects our shared commitment to customer loyalty and continuous innovation. We do this by:
- Analysing customer and sales data to identify opportunities for growth and reactivation.
- Maintaining a target-and-reward model that encourages incremental spending.
- Managing the MKM Rewards Club brand and rewards to keep them attractive to customers.
- Operating the progressive web app (PWA) so customers can track progress easily.
- Coordinating multi-channel customer communications, including email, SMS, mailers, and telemarketing.
- Engaging branch teams to ensure smooth implementation and ongoing support.
The Challenge
While MKM maintains strong engagement with its frequent, high-spending customers, there was an ongoing opportunity to connect with less active customers: those who have lapsed, become dormant, or opened an account but never made a purchase. The company aimed to:
- Reactivate dormant customers.
- Encourage increased spending from low-activity accounts.
- Strengthen loyalty and increase product range purchases, particularly in higher-margin areas.
- Show appreciation to these customers, maintain relevance, and encourage them to prioritise MKM over competitors.
Key Features
Branch
Engagement
Branch directors are actively involved and support the program.
Enticing
Rewards
Designed to motivate low and mid-spending customers.
Regular Communication
Frequent messaging keeps both customers and branches informed and engaged.
Sub-Campaigns
Prize draws, gamification, and bonus spend incentives maintain excitement and motivation.
Simplicity
The program is straightforward for both customers and branch staff.
Strong Partnership
Loyalty Works and MKM collaborate closely, allowing for continuous optimisation and responsiveness to feedback.
The Results
The Rewards Club continues to deliver positive outcomes:
- Driving increased sales from low and mid-spending customers.
- Reactivating dormant accounts.
- Ensuring customers feel valued and appreciated through rewards and benefits.
- Strengthening engagement across both branches and customers, reinforcing loyalty and brand connection.
608 Installers were automatically enrolled to the Installer Club
1,411 Customers now enrolled due to strategic advertising
This represents a 132% growth over a couple of years Over 40% of installers use the platform monthly £16,000 in Rewards distributed via the catalogue £1.5M in Dimplex sales recorded since program launch Conclusion
The MKM Rewards Club shows how a data driven, customer focused loyalty program can support ongoing growth, customer reactivation, and stronger engagement. Through an active partnership with Loyalty Works, MKM continues to successfully develop a flexible, scalable program aligned with its wider business objectives.