“Thousands of members on paper, and half the dealers never use it.”
Sign-ups prove little. We count active dealers: those who bought or sold your product this month.
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BTL & Activation · Trade & channel marketing · Dealer loyalty programmes
Dealer loyaltyprogrammes
Since 201565+ in-house team6 cities
Rules a dealer can say in one line. Tested in one district first.
A strategist calls you in one working day.
/ 01 Dealer loyalty programme
Give a reason to push you.Then check who did.
Points do not make a dealer loyal. A rule he can repeat in one line and a reward that arrives on time do.
PromotEdge designs and runs points and slab programmes for brands that sell through dealers, distributors, mechanics, electricians and painters, so they stock, recommend and re-order your brand.
Who this is for. Sales heads of brands that reach the customer through someone else: dealers for pipes, wires or paint, distributors for spares, and the mechanic who tells the customer what to buy. Chemists for healthcare brands and brokers in real estate can use the same ideas.
How we start. With logic and your numbers. We ask ten of your dealers one question: what would make you push this brand over the next one? Then we run one district for one full cycle and compare it with similar districts.
Our in-house team of 65+ people plans and runs it, with consultants and partner agencies where needed. The overview is on trade and channel marketing; to launch at a meet, see dealer meets. To reach the mechanics and masons who guide buyers, see trade influencer meets. Cement and paint brands can read building materials.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What you receive
From ten dealer chatsto a monthly report.
| Deliverable | What it is | When you get it |
|---|---|---|
| Listening notes and number read | What dealers say makes them push a brand, and sales by dealer and district | Before design |
| Rulebook and reward menu | One page in the member's language, the one-line version on top; you set the pool | Before the pilot |
| Claim route and checks | How members join and claim, by WhatsApp or app, and the rules that catch fakes | Before the pilot |
| One-district pilot | Where it runs, which districts we compare with, what we count | Pilot start |
| Statements and report | A message to each member, and a report on active dealers and secondary sales | Every month |
Timings are planning guidance. Rewards can raise GST and TDS (tax deducted at source) questions for your accountant. We do not give tax advice.
/ 03 Common hurdles
What usually gets in the way,and the way through.
“Dealers say the scheme is too complicated.”
We write the rule so a dealer can repeat it in one breath, in his own language.
“A few claimed invoices may not be real.”
Every claim is matched to a record you hold, and one invoice cannot be claimed twice.
“A mechanic took the first gift and never came back.”
People stay for what helps their work or pays on time. We test the reward with ten members first.
“Your biggest dealers win every reward.”
We reward growth over each dealer's own last year, so a small dealer can win.
“Payouts are late, and finance and dealers argue about tax.”
A fixed payout date, a statement for every member, and rules your accountant has read.
Want us to read your current scheme? Send the leaflet and we will say what a dealer actually understands from it. Get a free growth plan
/ 04 How a programme is built
From a dealer's counterto a district pilot.
- 01
Weeks 1 to 2: listen
Ten dealers, your area managers and some tradespeople: what makes them push you, or someone else?
- 02
Weeks 2 to 3: read the numbers
Sales by dealer, from your billing or DMS (distributor management system: software that records what each distributor sells on). We find who has gone quiet.
- 03
Weeks 3 to 5: write the rule and the checks
One or two ways to earn, one payout date and checks against fake invoices, agreed with sales and finance.
- 04
Pilot: one district, one full cycle
Launched at a small dealer meet, with the scheme sheet on WhatsApp the next morning.
- 05
Compare and decide
Active dealers and secondary sales against similar districts, failures shown too. Then you scale, change or stop.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
How we deliver it, and why
How your business model changes the plan
A dealer-led B2B (business-to-business) maker pays slabs to bulk buyers. A brand sold through mechanics pays points for small, frequent purchases. A franchise network rewards outlets that keep standards. A D2C (direct-to-consumer) brand with a few resellers keeps it simpler: one rule, one payout date.
- Listen to ten dealers before writing a rule. A rule the counter does not believe is never repeated. Listening notes in the dealers' own words.
- Pay for one behaviour, not five. A dealer who has to read a leaflet to earn will skip it. One page and one line.
- Match every claim to a record you hold. Leaks start where claims go unchecked. A claim log you can audit.
- Pilot in one district, then compare. A guess scaled to ten states is an expensive guess. Active dealers against similar districts.
Go deeper: a brand that went to the trade first
Fevicol and the carpenter
Fevicol's own site says the Parekh brothers began in 1954, and that in 1959 they created a synthetic alternative to animal glue and named it Fevicol. To win adoption they marketed it directly to carpenters, not to retail stores, which was the usual route at the time. The point for a loyalty plan: the person who uses the product can matter as much as the shop.
Source: Fevicol website, About, read 10 October 2026
AI in dealer loyalty: today and next
Today: WhatsApp
Meta says Business AI on the WhatsApp Business app can answer customer questions 24/7 from your own catalog and profile, in all native Indian languages, and that the owner can take over a chat at any time. A dealer asking "when is my payout?" is the same kind of question.
Source: Meta, Business AI on WhatsApp for small businesses in India, posted 14 May 2026, read 10 October 2026
Today: invoices
Google Cloud's Invoice Parser reads fields such as invoice number, dates, totals, supplier and line items from an invoice. That can speed up claim checks, but whether an invoice is real still depends on the records you hold.
Source: Google Cloud, Document AI processor list, read 10 October 2026
Next
Our view: reading a claim photo and replying to a dealer will get cheaper. Deciding what to reward, and catching a pattern that looks wrong, will stay a human job. Want us to look at where AI could help your scheme? Ask us.
Planning a launch meet for the pilot district? Tell us the date and the dealer count. Talk to us
/ 05 Cost
What affects the costof a dealer loyalty programme.
We don't publish a price list. One district is a very different job from five states. The reward pool is your money, so it sits on its own line. The quote follows within 2 working days.
What affects the cost
- How many dealers, distributors and tradespeople, and how many districts
- The reward pool, usually the biggest line, set by you
- How claims are checked: WhatsApp, app, invoice matching or field visits
- Languages, platform set-up and message charges
How we quote
- You tell us who you sell through and what should change.
- We write the scope: rulebook, claim route, checks, pilot and report.
- Our fee, the reward pool and the pilot sit on separate lines, for your approval.
What you get in the quote
- Dealer listening and the number read
- Rulebook, claim route and checks
- A one-district pilot and monthly report
Comparing quotes? Ask whether claim checks and the pilot are inside the figure. A cheaper quote often leaves them out.
Our beliefWe know digital inside out, and we think like an Indian business.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
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In their own words
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No pressure. No sales pitch.
Tell us who sells your product.We'll show you what makes them push.
Straight answers.
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Use slabs for dealers and distributors who buy in bulk and think in monthly targets. Use points when members buy small and often, such as mechanics, electricians and painters. Start with one in one district, because doing both on day one is usually too hard to explain.
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No system stops all of it, but good checks make cheating more trouble than it is worth. Match each claim to a record you hold, allow each invoice once, cap claims per member each day and flag odd patterns, such as one phone claiming for many shops.
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Not on sign-ups. Judge it on active dealers each month and on secondary sales, meaning what distributors sell on. Compare the pilot district with similar districts. We agree these numbers with your sales head first. See analytics and tracking.
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They can raise tax questions. The answer depends on the type of reward, who receives it and how it is paid. Your own accountant must advise on GST and TDS. We do not give tax advice. We write the rules clearly, so your accountant can read them.
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Yes. Our servicing team is based in cities across India. We work hybrid, stay in touch every day and meet you in your city at least once every three months. When the pilot needs it, we place one of our team at your office or plant.
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It depends on the number of members and districts, how claims are checked, the platform and the length of the pilot. We don't publish a price list. We quote after a first conversation, with the reward pool on its own line.