The builders merchant market is highly competitive and dominated by three big players – Placemakers, Carters, and the ‘independent’, ITM. Getting market share gains is hard, with no competitive advantage in the products sold.
A builder’s relationship with a merchant is largely with the rep who services their business. This makes the relationship vulnerable to a change of rep or the rep moving to another merchant and taking the builder with them.
To reduce their reliance on this relationship and to offer a point of differentiation, they developed the ITM App. Offering tools, industry news, technical product updates, and lifestyle content on topics of interest like fishing, motor racing and rugby. The app also addressed one of the main customer pain points helping builders manage and record their Licensed Building Practitioner (LBP) points from anywhere, virtually.
The challenge was to get builders to download the App. A two- phase approach was used first appealing to the rational merits of the app with staff initiating direct conversations with customers and trade press, followed by an emotional offer to have some fun, and Go Fish!
Builders were offered a FREE VR Headset so they could compete in Go Fish! The link to New Zealand’s First Virtual Fishing Competition could only be accessed via a link in the ITM App. So the App had to be downloaded in order to play.
The campaign achieved outstanding results with App downloads surpassing the target by 214%, doubling the session engagement target. The VR game has also proved popular with some players still hooked over 10 months after the campaign has ended.