App Based Loyalty Program

I led the development and launch of ‘Viega Masters,’ an innovative, app-based loyalty program aimed at strengthening engagement with plumbers — a critical stakeholder group in the construction ecosystem.

I spearheaded every phase of the initiative:
• Conducted deep-dive research into plumber behaviour and buying patterns
• Designed a point-based reward system tailored to incentivize repeat purchases
• Collaborated with tech partners to build a user-friendly mobile app experience
• Launched communication campaigns to drive awareness and adoption

The app enabled plumbers to upload invoices and earn points redeemable for high-aspiration items like home appliances, smartphones, and even motorbikes — creating tangible motivation for continued use of Viega products.

The result? Over 10,000+ plumbers onboarded within the first year, significantly boosting brand engagement and loyalty within this hard-to-reach but crucial segment.