Toro: The One Landscape Contractor Rewards Program
The Toro Company is a leading worldwide provider of innovative solutions for the outdoor environment. Their products include lawn mowers, snow blowers, and irrigation system supplies for commercial, residential, agricultural, and public use. Their family of 17 outdoor equipment brands includes Toro, Spartan Mowers, Trencor, Unique Lighting Systems, and Irritrol, found in professional distributors, dealers, rental stores, and retailers in over 125 countries.
The Toro Company faced a need for first-party data and increased purchase frequency. Initially, the original Toro Rewards program with 3 tier logic was run adjacent to loyalty programs for other divisions via different platforms. Based on the program’s success, The Toro Company chose to aggregate all of their loyalty programs into one and worked with 3 tier logic to launch The One Landscape Contractor Rewards Program for landscape contractors in Canada and the United States.
Consumers earn points by purchasing qualifying Toro, Irritrol, and Unique Lighting Systems products and participating in other activities like watching videos, completing surveys, and sharing photos. They can then redeem those points for rewards. This helps drive sales, increase purchase frequency, improve customer loyalty, and capture first-party data.
Program Objectives
Influence initial purchases
Drive brand awareness and loyalty
Increase purchasing frequency
Improve brand engagement
Collect customer data
Strategy
3 tier logic used PLATFORM³ to configure a consumer portal for The Toro Company’s The One Landscape Contractor Rewards Program, leveraging the following modules:
Contests & Promotions
Purchase Receipt Validation
Retargeting & Automated Messaging
Loyalty, Rewards & Gamification
Social Content Sharing
Gift Cards & Rewards
Data Capture & Analytics
Under the promotion, consumers purchase qualifying Toro, Irritrol, and Unique Lighting Systems products from participating in-store or online retailers in order to earn points and redeem them for rewards. To start, consumers can register on the consumer portal before or after making a qualifying purchase. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchases by registering and uploading a picture of their receipt to the consumer portal. Once their purchases have been validated, consumers are rewarded with points. Program members can also view product catalogs for each brand and read Toro’s Take Five newsletter to get the latest product updates, both of which are available directly on the website.
With PLATFORM³’s Loyalty, Rewards & Gamification module, consumers can also earn points in other ways. In addition to uploading and validating receipts, they can watch educational videos about Toro, Irritrol, and Unique Lighting Systems products or share content and information about The One Landscape Contractor Rewards Program on Facebook. They can also complete a survey to earn points. The survey asks them questions about their landscape business, such as what services they offer and what types of customers they have. It also asks which brands best meet their needs, what purchasing factors influence their buying decisions, and whether they participate in other manufacturers’ loyalty programs.
This spring, Toro is utilizing the Contests & Promotions module of PLATFORM³ to execute a spin-and-win sweepstakes. As part of an internal sales promotion, contractors who are awarded one of the 500 codes can enter a single sweepstakes on The One Landscape Contractor Rewards Program. This is an effective strategy for increasing program registrations, considering that some contractors who receive the code may not have signed up for the program yet. The sweepstakes offer a variety of enticing prizes, such as a $1,000 Ticketmaster gift card, a $500 Apple iPad Air, a $500 Expedia gift card, Beats Fit Pro headphones, a soundbar, a $200 Visa gift card, and program points ranging from 500 to 2,500 points.
The points they earn by participating in the program can be redeemed for digital gift cards from companies like Amazon, Bass Pro Shop, Disney, and The Home Depot. Points can also be redeemed for brand apparel, accessories, and gear, discounts on equipment like lawnmowers and leaf blowers, and vouchers for Toro, Irritrol, and Unique Lighting Systems products. The top tiers of The One Landscape Contractor Rewards Program are 200,000 points for a $2,000 digital gift card, or $2,500 product voucher, or 25,000 points for $250 worth of brand merchandise, respectively.
The consumer portal also hosts a monthly feature product page. Each month, Toro chooses a product to feature and provides information about where to buy it, how to use it, and how it’s made. This feature is useful for boosting sales of a certain product or highlighting a specific contractor.
Additionally, Toro has product catalogs for Toro, Irritrol, and Unique Lighting Systems available for download once consumers are registered. These catalogs contain valuable information about hundreds of products from each brand, including specifications, features, uses, and product comparisons. This is a worthwhile resource for sales representatives to boost their product knowledge and improve their sales pitches.
PLATFORM³’s Data Capture & Analytics module allows The Toro Company to track the loyalty program’s progress and growth in real-time and collect valuable insights about their consumers. Not only do they learn about their consumers’ purchasing activity and behavior through their receipt uploads, but they also capture meaningful information about their shopping motivations and business needs via the aforementioned survey. For example, the survey informs The Toro Company whether program members value product reliability or product price, whether they primarily work with residential or commercial clients, and if they source their equipment from Lowes, Home Depot, Ace Hardware, and so on.
The Toro Company can use this data to make well-informed strategic decisions and determine how to better fulfill their customers’ expectations. It also helps them design future promotions, drive sales, increase purchase frequency and customer loyalty, and collect valuable user first-party data.