Strategy

PMI Owners is an IQOS loyalty campaign for shop owners that are being rewarded with cashback for meeting a specific target. The promotion is based not just on quantity (high sales), but also based on quality (promotional materials presentation). The focus is on increasing profitability and strengthening retailers' loyalty.

PMI Owners is the successful IQOS loyalty campaign for shop owners that are being rewarded with cashback for meeting a specific target. Cashback is offered based on meeting a specific sales target on different activation campaigns and on a monthly review of promo material presentation in stores. By focusing on both quantity and quality, the program aims to increase profitability and strengthen retailers' loyalty. The processes and payments are automatized, making the program easy to manage and transparent for the users. The program targets retailers but also retailers' staff. We created a rewards program based on cashback. Cashback is offered based on meeting a specific sales target on different activation campaigns and on a monthly review of promo material presentation in stores. To receive cashback, shop owners buy PMI IQOS products. PMI uploads the transactions in the system, and the system calculates and allocates the money into the user accounts. The target each retailer must achieve is set by Philip Morris International. When meeting the target, the retailer receives cashback. Retailers are rewarded monthly or quarterly depending on the target achieved.

 

Results

The program has high success due to the: - Automatization of processes and payments - Management of PMI rewards campaign - Easy to be managed by the agencies - Transparency to the users/shop owners - Integration to Primavera – the ERP of the Promotiful Portugal. The PMI Owners loyalty campaign has shown great results since its launch in March 2021. The program targets retailers and their staff, offering cashback rewards for meeting specific sales targets and maintaining high-quality promotional material presentations in stores. By focusing on both quantity and quality, the program aims to increase profitability and strengthen retailers' loyalty. The PMI Owners campaign a testament to our creative and strategic thinking, resulting in its great success.

Conclusion

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