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Smart continues to lead in retail distribution with industry-pioneering rewards program

by Smart Communications, Inc. | May 26, 2015
[25 May 2015] Smart Communications (Smart) has consistently stayed ahead of competition in terms of having the biggest retail distribution network, with more than a million Smart Load retailers nationwide. This is in part attributed to the Smart Ka-Partner Rewards Program introduced in 2012.

Smart Communications (Smart) has consistently stayed ahead of competition in terms of having the biggest retail distribution network, with more than a million Smart Load retailers nationwide.

This is in part attributed to the Smart Ka-Partner Rewards Program introduced in 2012.

“At that time, other companies were trying to replicate our distribution model in order to expand their retailer network. So we focused on maintaining our partnership and strengthening our engagement with the retailers in our network. The Ka-Partner Rewards became our key differentiator in the trade, versus competition,” says Perry Bayani, First Vice President and Group Head for Sales & Distribution at Smart.

The program was also designed to be a way for Smart to recognize the efforts of all Smart Load sellers all over the country, “and the key role they play in our own success,” according to Bayani.

“To this day, our Ka-Partner Rewards program continues to stir excitement and inspire hope among our retailers,” adds Bayani.

The Smart Ka-Partner Rewards Program is a point system where every P100 load sold is converted into one point, which the load retailers can accumulate to avail of instant prizes and services. 

Instant prizes include SMS and airtime or load wallet value, with which the retailers can augment their working capital for load. 

Alternatively, they may also choose to accumulate their points that they can then exchange for e-tickets -- or raffle entries, to join the quarterly and annual grand draws.

Quarterly raffle prizes per region include P100,000 and P10,000 cash prizes, and P1,000 in gift certificate.  The nationwide grand raffle prizes include three P1M in cash, twenty P100,000 in cash, sari-sari store package, brand new laptops, and Hakot Papremyo where a retailer gets to take home all grocery items he or she is able to grab from the supermarket aisles in 1 or 2 minutes.

In addition, the Ka-Partner Rewards has a retailer incentive program that credits 300 FREE SMS (‘tri-net’ or Smart, TNT and Sun) when they hit a specified monthly sell-out to subscribers.   

“The mechanics of the rewards program are straightforward, and easy to understand and participate in. The goal was to provide immediate gratification through the instant rewards they can redeem, and provide excitement by giving them a chance to win major prizes in the Ka-Partner quarterly and grand raffle draws. It is designed to motivate our Smart load retailers to work harder in bringing our services all the way to our subscribers,” says Bayani.

He adds that the program has developed a strong equity among Smart Load retailers in providing incentive for their loyalty.  In addition, it has given retailers a sense of pride to be part of the Smart Ka-Partner.  

“Our load retailers really value the program and this can be equated to other loyalty programs of big national chains in the country.  Given our reach and relationship with retailers, more and more FMCG companies would like to participate in our conventions and do tie ups with us,” reveals Bayani.   

The 2015 Ka-Partner Rewards Program is giving even more prizes. There is also a plan to differentiate the rewards ‘basket’ of high value retailers or those who post higher load sales, from other segments.

“Moving forward, the Ka-Partner program will also include negosyo/business tips to help educate our retailers on basic store and cash management skills.  So the Ka-Partner brand is not just about exciting rewards but also a medium to uplift the lives of small scale entrepreneurs,” concludes Bayani.