Fujifilm is the world’s leading data tape manufacturer, known for breakthrough products and technologies to store and protect critical business information. It sells millions of cartridges worldwide but still has to battle for share in a commoditized market where brands alone don’t close the deal – price does. And if that’s not challenging enough, Fujifilm sells all of its data tape through an indirect distributor channel that carries every competitive product there is.
www.tapepower.com
We created TapePower, a loyalty program that rewards frequent buyers with products and services to make data centers more efficient. High volume purchasers receive extra benefits including access to industry conferences, expert information, enhanced online support and personal tours of Fujifilm’s manufacturing facility; adding real value beyond the technology itself gives customers a reason to choose Fujifilm tapes over other comparable products.
Fujifilm employs an indirect sales strategy through national resellers and can’t talk directly with end-users. So we created a reseller portal where Fujifilm distributes its latest branded promotions and product information. And we strengthened relationships between Fujifilm, its distributors and tape purchasers by allowing resellers to process loyalty points for their own customers; they build ties with satisfied customers, and Fujifilm end-users enjoy no-hassle rewards.
We designed TapePower to be a fully integrated loyalty program that is managed completely online. That makes it far more efficient than its manual predecessor, where points and paperwork could take months to process and report. The web-based interface is simple to use and customers can use their points virtually as soon as they complete their Fujifilm purchase.
We built a powerful back-end that ties the entire loyalty marketing and sales program together and delivers impressive functionality for FujiFilm managers. Marketing analysts have direct access to program reports at the reseller and SKU level for better accountability, tracking and analytics. Fujifilm’s internal sales force can see how individual resellers are performing and track responses to current promotions.
