Philips DAP: "El Club del Vendedor" (The Salesperson's Club)

Client: Philips SA, Domestic Appliances and Personal Care Division (DAP)
Industry: Home appliances / personal care
Year: 2004

The Challenge

Starting in 2004, Philips’ DAP division was looking for a loyalty program for the sales force at the major chains selling its products that would, beyond building loyalty, give them concrete sales tools and update their product knowledge.

The Solution

“El Club del Vendedor Philips DAP” (“The Philips DAP Salesperson’s Club”) was created (March 1 to December 31, 2004), with training courses of three weekly classes (two theoretical, taught by professors from Universidad del Salvador, and one hands-on product class taught by a chef). Training was delivered in the City of Buenos Aires, Greater Buenos Aires, the interior of the country, and in Asunción and Montevideo. Three mini-campaigns were added: a family photography contest, a 5-a-side soccer tournament among chains (32 teams), and a contest for “the most unusual sale of the year.” Those who completed the training received a member card with discounts.

Results

A total of 678 salespeople were trained. The Sales course was rated excellent or very good by 71%, the Small Appliances course by 81%. 70% rated receiving this kind of training as excellent or very good, and 85.3% said they wanted to attend again. The 5-a-side soccer tournament far exceeded sign-up expectations, filling all 32 teams within the first week.

Notable Details

This is a long-running loyalty program (10 months) built around a permanent added-value structure (benefits and discounts), not just one-off prizes. It corresponds to a different division and a different year than the “Campeones Philips Service” case (Service Division, 2006); they are not the same campaign, even though both were run for Philips. The campaign won Gold at the 2005 Globe Award for Best Business-to-Business Action, and Bronze at the 2005 FIP (Iberoamerican Promotions Festival).

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