App Based Loyalty Program

Context:
Plumbers are a critical, hard-to-reach stakeholder in construction — the person who installs, but rarely the person a B2B brand markets to directly. Viega needed a way to build sustained engagement and loyalty with this segment, not just occasional visibility.

Ownership:
I led the development and launch of "Viega Masters," Viega's app-based loyalty program built specifically for plumbers.

Execution:
I conducted deep-dive research into plumber behaviour and buying patterns, designed a point-based reward system incentivizing repeat purchases, collaborated with tech partners to build the mobile app experience, and led the communication campaign driving awareness and adoption. Plumbers could upload invoices and earn points redeemable for high-aspiration rewards — home appliances, smartphones, even motorbikes — creating tangible, ongoing motivation to stay engaged with Viega products.

Result:
Over 5000+ plumbers onboarded within the first year just in Delhi NCR — turning a traditionally hard-to-reach segment into one of Viega's most engaged stakeholder groups.