Objective
IBMG faced several key challenges:
- A significant proportion of their customer base was dormant or under-engaged, reducing repeat purchase opportunities.
- They were launching a rebrand and introducing a new family of brands under the T Club initiative and needed to build awareness and adoption of the new identity.
- Their existing customer-loyalty activity lacked a dedicated digital platform, clear messaging, automated communications and campaign infrastructure to drive measurable uplift.
To tackle these issues, our goals were:
- To design and launch a bespoke loyalty programme for IBMG’s three brands (Chandlers, Parkers & Fairalls) that would convert both dormant and active customers into engaged programme members.
- To deploy a seamless digital platform for loyalty and rewards, integrated with automated communications and an online reward hub, that would support the rebrand and promote the new T Club identity.
- To drive measurable improvements in engagement (sign-ups, click-throughs, opens) and ultimately to lift sales across all three brands.
Our Role
Loyalty Works acted as IBMG’s strategic partner and delivery team.
We consulted with IBMG’s sales and marketing team to set bespoke targets and reward levels appropriate for each invited customer segment. We designed and built a custom loyalty platform: customer-friendly sign-up flows, an integrated online reward hub, clear messaging around the new T Club brand, and automated email communications linked to site activity. We created tactical campaigns to drive initial uptake and ongoing engagement, coordinating closely with branch teams to ensure internal adoption and external visibility.
Key Elements
- Segment-targeted invitations: By working with both dormant and active customers (a pool of ~17,000), we maximised reach.
- Strong digital infrastructure: The online reward hub and automated email flows removed friction in member enrolment and participation.
- Clear rebrand messaging: The T Club branding was consistently rolled out across the three brands, helping unify the loyalty experience and build awareness.
- Branch level engagement: Sales staff across the brands embraced the scheme as a sales tool, helping convert conversations into loyalty registrations.
As a result of these elements, IBMG saw tangible benefits: rapid sign-ups, improved engagement and positive sales growth across all brands.
Receipt Upload
System
Installers submit purchase receipts through a structured form capturing key data: wholesaler details, invoice numbers, product categories, and proof of purchase.
Rewards Hub
Integration
Real-time points tracking and reward redemption interface, tailored to installer preferences.
Streamlined User
Experience
Intuitive navigation with quick access to uploads, benefits, rewards, and on boarding resources.
The Results
The loyalty scheme delivered strong results within the first three months:
41% of the invited customers signed up to the T Club programme.
Email campaigns averaged a 44 % open rate, with 39 % of recipients clicking through and registering via the links. Importantly, overall sales across the three brands grew by 27%. 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
By partnering with Loyalty Works, IBMG successfully launched the T Club loyalty programme across three brands, converting a large portion of their customer base into engaged members, leveraging strong digital infrastructure and branch-level support, and ultimately driving substantial sales growth. The programme was positioned as a core retention and engagement mechanism for the group, delivering value both to the business and its customers.