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Marshalls Rewards

Marshalls is the UK’s leading manufacturer of stone and concrete hard landscaping products. Marshall's was looking for an improvement on their existing program to drive customer engagement and reward redemptions.

The Challenge

Although the client already had a loyalty scheme in place, they were unhappy with the results it was producing. The existing program was failing to achieve desired levels of customer engagement, site traffic or reward redemptions. They needed to re-energise their loyalty offer and make it more customer-friendly, measurable and motivating for UK installers and merchants.

Objective

Our goals were to:

Build a refreshed, points-based loyalty scheme that would incentivise purchases of Marshalls products and increase engagement among their installer/merchant network.
Create a digital platform (“Marshalls Rewards”) where customers could log in, view their points/sales balance, and redeem rewards, making the program easy and transparent to use.
Drive rapid uptake and usage of the refreshed scheme, demonstrating early momentum and thereby supporting Marshalls’ wider commercial strategy for the installer channel.

Key Elements

Important factors that helped the scheme succeed:

Points-based reward structure: Simple to understand and tied directly to product purchases, which aligned incentives between Marshalls and their installer/merchant customers.
Platform Transparency: The ability for customers to log in, check their balance and redeem rewards removed friction and strengthened usage.
Pre-launch marketing momentum: By engaging the customer base ahead of launch, the scheme achieved unusually high early adoption.
Channel-specific audience: By focusing on the installer and merchant network (rather than purely consumer retail), the scheme tapped into a motivated business-customer segment.
Measurable early results: Within days of going live, the scheme registered significant engagement, giving Marshalls confidence in the platform and approach.

Our Role

Points Based 
Scheme

We designed and launched a points-based scheme. Customers earn points each time they purchase qualifying Marshalls products via merchant or home-delivery channels.

Bespoke Digital
Portal

We built the bespoke digital portal, enabling users to log in, track their points, view sales, redeem rewards and engage with the program online.

Marketing &
Communications

We developed a marketing and communications plan around the launch, including pre-scheme e-shots to alert the database, push sign-ups, and turn interest into action.

The Results

The launch of the Installer Club has been a resounding success, demonstrating strong engagement from installers across both tiers. This initiative led to increased product registration and proof-of-purchase activity, as well as greater awareness and utilisation of the client’s own training resources. The platform has also fostered enhanced brand loyalty, creating a more active and informed installer network. Since its inception, the program has experienced impressive growth.

43% of the client’s customer database logged into the new scheme portal within four days of its launch.

Almost 100 additional contractors signed-up in less than a week, showing the refreshed scheme stimulated uptake among a previously under-engaged segment.

Marshalls’ internal feedback was very positive: they recognised the new scheme as a meaningful improvement over their previous loyalty effort, and a tool to engage installers more effectively.

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

We assisted Marshalls in transforming their under-performing loyalty scheme into a modern, engaging rewards program playable by their installer and merchant network. By deploying a clear points-based structure, a clean platform and pre-launch marketing momentum, we enabled Marshalls to achieve high early engagement and build a foundation for ongoing loyalty and growth.