Silver Chef Loyalty Program

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Key achievements

• 
  24.8 %
  Sales growth
• 
  100 %
  Customer retention
• 
  100 %
  Redemption rate

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The Challenge

When hospitality businesses need equipment, they’ve turned to Silver Chef to fund these high-value kitchen and back of house purchases. Like every market, competitors target Silver Chef with promotions and discount all in an attempt to shift short term customer sales and steal customers. Silver Chef needed to protect profits by reinforcing customer relationships.

The Solution

To enable Silver Chef to build customer relationships, Incremental proposed a high-touch, high-value dealer loyalty program, Silver Lining Rewards.

The loyalty program’s core message was simple: with Silver Chef, every sale has a silver lining.

This lining? High value and engaging rewards, customised speficially to the customer group.

Using branded reloadable Visa prepaid cards, Silver Chef’s dealer customers could convert their points into branded cash. Alternatively, Silver Chef’s customers could choose valuable high-end rewards via the reward concierge.

Each sale that dealer made turned into reward points, available as the deal was initiated. This meant that every time a participant visited the site, they could convert value and reward themselves instantly.

Importantly, our proprietary Customer Loyalty Programs. customers to track their progress, and their team’s progress, and to move up successive reward tiers, depending on their total sales.

Technology Lead

This website hub allowed Silver Chef to understand dealer growth and engagement, and target additional promotional activities more strategically.

Data-rich email campaigns support by promotional modules highlighted dealers their total points, their reward tier and interactive elements like scratch and win and entries into spin and win activations.

The program gave Silver Chef’s most valuable dealer-customers the VIP treatment: these dealers received a concierge service for claiming and booking top-tier high-value rewards, plus they enjoyed a three-day, all-expenses-paid business retreat.

The targeted incentive marketing campaigns with personalised eDMs delivered an average 84% click-through rate and kept Silver Chef’s dealer-customers engaged with the program.

Results

Thanks to their Silver Lining reward program, Silver Chef blocked their competitors from stealing any customers. Plus, despite the industry suffering zero-growth, the reward program delivered 24% sales growth.

This program’s rich rewards and strong engagement levels meant Silver Chef’s dealer-customers claimed 98% of all points earned. Aside from loading cash onto the dealers’ reloadable VISA cards, the program also rewarded dealer-customers by purchasing a Rolls Royce and booking Greek Island holidays.

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“Silver Chef have worked with Incremental for over three years and they have consistently delivered an outstanding and industry leading rewards program. IMG’s focus and dedication to the foodservice industry has allowed them to transform our dealer network and deliver year-on-year growth of 24%, with a monthly claim rate on average of 80%. IMG’s innovative direction coupled with their passion has made working alongside them a breeze and Silver Chef are proud to be associated with such an incredible agency” #dreamteam.”

Alana Hesse,
Silver Chef Hospitality Equipment Funding
Marketing Executive