Fujifilm X Rewards

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Key achievements

• 
  175 %
  Sales Growth
• 
  71 %
  Engagement Rate
• 
  4 %
  Market Share Growth

The Challenge

Fujifilm is a world leader in imaging, information, and document technologies. However, with a legacy based around film cameras, it was having trouble breaking out of that box and hoping to be recognised for the digital mirrorless cameras it creates today. It felt that the best way to change their customers’ preconceived notions was to convert the in-store staff into brand advocates.

The main objectives of the program were:

• Market Share: Help Fujifilm achieve sales targets and grow market share by rewarding brand loyalty and incentivising future sales

• Customer Engagement: Educate the salesperson on Fujifilm products by rewarding them for completing training modules

• Build Brand Advocates: Develop and grow a trade program that other in-store staff will aspire to be a part of

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The Solution

FujiFilm and Incremental began by determining the end-customer audience, which was 25-34-year-old males who are photography enthusiasts looking to hone their skills with advice from professionals alongside new technology.

Although it was determined that online information-gathering was a large portion of where they may educate themselves, the most significant opportunity to change their perception was through in-store staff advocating for the brand, as the influence they offer is more substantial amongst indecisive consumers and can affect the final purchase decision.

Incremental developed the program to target in-store staff with an ongoing, points-based loyalty program that would reward them for driving selected stock sales. The points could then be redeemed for a wide range of rewards, including merchandise, Visa prepaid, and retail gift cards. Store owners also earn points based on their team’s sales and have the option to redeem for reloadable Visa cards.

Beyond simple sales, program participants can also gain bonus points for viewing training materials and completing training quizzes, allowing them to build their FujiFilm knowledge and advocate for the brand as seasoned experts with authoritative knowledge credentials.

The program was launched to selected retailers, inviting owners and sales staff. A welcome email and self-registration were made available for sales staff only. The program platform was hosted on a website that provided easy access for all participants. Launch videos and brochures accompanied it to boost initial awareness, a poster for in-store staffrooms to keep the promotion front-of-mind, and reloadable cards being presented to store owners for their redemption needs.

Utilising reporting insights to track training behaviours and all submitted invoices, a range of rewards was developed to best suit the target market. This data was also used to streamline the invoice validation process to optimise the speed of points being issued from redemptions.

The Result

Fujifilm X Rewards has been a shutter-snapping success!

• Fujifilm has seen a massive uplift in sales (175%) and increased knowledge of its products.
• Market share increased by 4%.
• Participant feedback has been excellent, with in-store salespeople feeling highly engaged and loving the program.
• The training and education aspects of the program have proven that the brand is now known for a broader range of cameras and technology rather than the initial perception of film cameras only.

Over 71% of points issued have been redeemed, with added benefits being convenience and resonance of the rewards selection and improved job satisfaction.