Business Summary
Villeroy & Boch wanted to strengthen brand loyalty among specialist craftspeople in the bathroom and sanitary sector. To do so, the company worked with dotSource to implement a loyalty programme based on the »Salesforce Loyalty Management« module. In just five months, a minimum viable product (MVP) was created, combining a points-based system, tiers and promotions, and integrated into the existing system landscape.
By integrating relevant data, Villeroy & Boch gains valuable insights into the purchasing behaviour of its B2B customers. This supports the sales team with clear information for proactive customer communication. The loyalty programme is designed to be rolled out to additional countries and target audiences.
Client | Villeroy & Boch AG |
Industry | Consumer Goods |
Technology | Salesforce Loyalty Management |
Focus | Loyalty Management, Customer Relationship Management (CRM) |
How Villeroy & Boch Benefits from a Loyalty Programme
Retention of specialist craftspeople through attractive rewards
Proactive sales activities enabled by clear, easily accessible status information
Standardised logic for awarding points and managing tier progression within the loyalty programme
Project Overview
About Villeroy & Boch
The Villeroy & Boch Group is one of the world's leading premium brands in the »Bathroom and Wellness« and »Dining and Lifestyle« segments. Founded in 1748 and headquartered in Mettlach, Germany, the company stands for innovation, design and excellent quality.
With its strong brand portfolio and its two main brands Villeroy & Boch and Ideal Standard, the Group is represented by over 12,000 employees in more than 140 countries worldwide.
Initial Situation
Villeroy & Boch wanted to strengthen brand loyalty among specialist craftspeople in the bathroom and sanitary sector with its own loyalty programme. To achieve this, an MVP was to be implemented quickly – based on Salesforce Loyalty Management and capable of being further developed during ongoing operations. Moreover, the programme was to be integrated tightly with the existing Salesforce environment without complicating the everyday working life of specialist craftspeople.
Challenges
The main challenge was handling complex data analytics within the Salesforce architecture so that all relevant transactions could be correctly aggregated and evaluated. In addition, legal requirements for documenting bonus points and tier classifications had to be met. The logic for tier upgrades and downgrades as well as exceptions like extra points had to be defined in a way that kept ongoing management straightforward for Villeroy & Boch.
Innovative Loyalty Programmme in Just Five Months
In-Depth Requirements Elicitation
As part of a joint workshop, Villeroy & Boch and dotSource defined criteria categories, rules for tier progression within the loyalty programme as well as the underlying authorisation concept and data model. This provided a clear foundation for configuring Salesforce Loyalty Management.
Efficient Data Integration
The CRM experts at dotSource ensured that all relevant data within the Salesforce architecture was correctly aggregated and interconnected. The implementation was carried out in close coordination with Villeroy & Boch's internal IT team to make the best possible use of existing structures.
Transparency and Excellent B2B Usability
The loyalty programme is designed to let specialist craftspeople view their current points balance at any time and see exactly why it has changed. As a result, the system remains easy to understand and transparent for B2B users – even with complex logic in the background.
Flexibility for Tailored Support
The new system supports exceptions such as extra points, making it possible to respond to individual situations. Furthermore, it enables differentiated customer communication in line with the specific needs and preferences of specialist craftspeople.
Interfaces to the Partner Portal
The loyalty programme is integrated with existing systems like the »ViPartner« partner portal through dedicated interfaces. Automated data transfer reduces manual effort and ensures consistent information for participants in the loyalty programme.
Significant Benefits for Field Sales
An indicator of upcoming tier upgrades and downgrades highlights which measures make sense for which partners. This enables field sales representatives to proactively approach B2B customers and initiate targeted activities to strengthen customer loyalty.
Scalable Loyalty Programme as a Driver of Market Success
The joint project by Villeroy & Boch and dotSource quickly resulted in a functional and efficient loyalty programme using the »Salesforce Loyalty Management« module. With this solution, the company now has a modern tool that strengthens customer loyalty and optimises B2B sales processes. This elevates loyalty management from a purely bonus-based programme to a key lever for managing customer relationships and market activities. Going forward, dotSource continues to support Villeroy & Boch, for example through the implementation of additional promotions to further boost engagement among the B2B target audience.
Take the Next Step and Benefit from a Loyalty Programme for Your Customers and Partners
- Deeper insights into the untapped revenue potential of existing customers
- Greater visibility of your most engaged partners for marketing and sales
- Campaigns you can plan around clearly defined tiers and target audiences
- Flexible promotional tools for managing relationships on a customer‑by‑customer basis
Free Loyalty Management Consulting Session
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