How Influencer Loyalty Program helped the leading Paint Brand

A leading paint manufacturer in India with a strong presence across protective and decorative coatings. The brand mainly operates through a wide distribution network of dealers, retailers, contractors and painters across multiple regions.  

While marketing campaigns and retail distribution were important to the brand, the company recognised that the painters played an important role in influencing the decisions of the customers during purchase. Homeowners and contractors heavily relied on the recommendations of the painters for the preferred paint brand, quality of the product, and application suitability.  

However, despite their influence on purchase decisions, what the brand realised was engagement with these influencers had largely remained fragmented and transactional, limiting the brand’s ability to build a long-term loyalty and consistent product advocacy. 

Before launching a structured Loyalty strategy for their influencers, the company faced a lot of challenges within its painter ecosystem,  

Painter Onboarding Problems 

Onboarding the painters on scale was a very time consuming and a manual process, involving paperwork, manual data entry and multiple verification steps. This led to delays in registration, higher chances of error, and drop offs during onboarding. 

OnReaching and Onboarding painters at scale across regions is a major hurdle for the brand. Manual processes and multiple verification steps led to delays and inefficiency.  

Low Visibility into Influencer Behaviour 

The brand lacked a centralized system to track participation, reward distribution, and engagement levels across regions. This made it difficult to identify high-performing influencers or design targeted engagement campaigns. 

Fragmented Communication Across Regions 

Painters across different regions received inconsistent communication about offers, campaigns, or new product launches. This limited the brand’s ability to maintain regular interaction with its brand advocates.  

Increased Competition  

In a highly competitive paint industry, painters frequently recommended alternative brands if they received better incentives, increasing the risk of losing market share at the ground level.  

Operational Complexity in Running Incentives 

The token-based incentive system was manual and time consuming, involving errors and delay in payouts. This caused increased administrative workload impacting overall efficiency.  

To address these challenges, the brand needed a tech-driven, scalable loyalty solution that could engage painters consistently while reinforcing brand advocacy across regions. 

The brand launched a centralised Influencer Loyalty Program powered with Benepik’s solution to strengthen engagement across its painter community.  

The program enabled the brand to move beyond transactional incentives by creating a structured ecosystem where the painters could earn rewards, track performances along with staying connected to the brand.  

Seamless Painter Onboarding with Instant Verification 

Painters were onboarded effortlessly with the programs built in KYC & Aadhar verification, ensuring secure and compliant registration.  

This simplified onboarding process significantly reduced participation barriers and enabled large scale enrolment of painters.  

Customizable Loyalty Program Structure 

The loyalty program was designed to be flexible, allowing the brand to create: 

• Tier-based loyalty programs 
• Target-driven campaigns 
• Region-specific incentive schemes 
• Seasonal and festive reward campaigns  
• Seasonal and festive campaigns, especially around high engagement periods like Diwali, drove higher performance.  

This ensured that the program could align with sales goals and regional market dynamics.  

Instant and Automated Rewards Distribution 

Benepik’s automated incentive engine enabled real-time reward distribution through multiple payout options, including: 

• UPI transfers 
• Bank transfers 
• Redeemable reward points 
• White goods 

Instant reward disbursement helped maintain excitement and ensured that painters received incentives quickly for their participation. 

Gamification and Leaderboards 

Gamification elements like Spin-the-Wheel, was introduced to increase engagement amongst the painters.  

This created a sense of achievement, motivating the painters to increase their performance.  

Omnichannel Engagement Platform 

Painters could access the program through multiple digital channels, including: 

• Mobile applications 
• Web portal 
• WhatsApp 

This ensured that painters could interact with the program easily, according to their preferred communication channel. 

 Instant Cashback and Reward Points  

Painters now received instant cashback and reward points through QR scans or invoice upload feature. The reward points could be redeemed in real time, ensuring quick and seamless rewarding.  

Data-Driven Insights and Analytics 

The Benepik platform provided real-time dashboards and analytics enabling the brand to monitor: 

• Painter participation levels 
• Region-wise engagement performance 
• Campaign effectiveness 
• Overall program ROI 
• Scheme Participation trends  

These insights helped the brand continuously optimize its loyalty strategies and identify high-value influencers within its network. 

Following the implementation of the Influencer Loyalty Program, the paint brand observed measurable improvements across its painter engagement ecosystem. 

1. Scalable Painter Onboarding and Community Growth- With instant onboarding via KYC and Aadhar verification, 15,000 painters were onboarded across different regions.  This resulted in a significant reduction in onboarding friction and expanded the active influencer base.  
2. Increased Participation and Engagement- Omnichannel communication, effortless onboarding, instant rewards, customised schemes drove 3X increase in participation within the first 90 days of the program rollout, ensuring consistent engagement across the painter network.  
3. Reduced Brand Switching through Continuous Incentivisation- Real-time reward redemptions and instant cashbacks created continuous motivation for painters to stay engaged within the program. This led to a stronger preference for the brand and reduced switching to the competitors.  
4. Improved Visibility with Data-Driven Insights- Real time dashboard provided a clear picture into painter’s scheme participation and engagement, which enabled more data driven decisions to optimize campaigns and strategies.  
5. Stronger Regional Market Influence- Region specific campaigns helped in engaging the painters for effectively at a local level. Festive campaigns specially during Diwali drove 5X higher engagement, strengthening brand presence at the point of purchase.  
6. Direct Impact on Revenue Growth- Structured Incentives and instant rewarding drove higher product recommendation and usage, which resulted in a clear uplift in sales and overall revenue.  

In the paint industry, purchase decisions are strongly influenced by who guide homeowners and builders during the selection process. 

A structured influencer loyalty program enables brands to: 

• Strengthen relationships with painters 
• Encourage consistent brand recommendations 
• Increase repeat product purchases across projects 
• Improve visibility into influencer behaviour 
• Build stronger regional market influence 

When influencers feel recognized and rewarded, they become powerful advocates who actively promote the brand across multiple projects and customers.