Business Objective

  • Promote Wimsatt top-of-mind awareness and loyalty with residential/commercial Builder & Contractor customers when they are deciding which building products to use.

Context/Challenge

  • Wimsatt is a mid-size distributor of roofing, siding, windows & doors, and composite lumber who strives to compete beyond price alone by offering value-add business services to it’s industry customers.

Marketing Approach & Solution

  • Mercury developed the “Wimsatt Rewards” program enabling builders and contractors to automatically accrue rewards points redeemable for merchandise rewards with every Wimsatt order they place:
    • Merchandise rewards include a wide variety of Lifestyle items plus several “tools of the trade” builders/contractors can use when commuting to/from work, on the jobsite, or in the field office.
  • Rewards platform was linked to the Wimsatt Business Center where builders can learn more about Wimsatt products, place an order and access other Wimsatt partner business services:
    • Direct mail announces the Rewards program and drives traffic to the online Business Center to learn more. Monthly follow-up mailings remind customers to redeem their rewards points.

Results

  • Online traffic to Wimsatt’s Business Center increased dramatically in the months following the Rewards program launch and overall quarterly sales increased 20%.  
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