Guinness boosts customers’ profitability with Yɛn Nyim Mbom” loyalty program

Guinness Ghana Breweries PLC has today renewed its commitment to boost customers’ profitability with the launch of a loyalty program targeting its key wholesalers, retailers and distributors across the country.

Dubbed “Yɛn Nyin Mbom”, which means ‘let’s grow together’, the loyalty program will reward customers with outstanding sales performance and innovative ways that ensure products reach consumers.

Speaking during the launch ceremony, Teye Mkushi, Finance Director at GGBPLC noted that the loyalty program is a great way to give back to customers and to add value to their business since they are a key part of the company’s growth and sustainability.

“At Guinness, we believe in creating value for all our stakeholders and we are happy to introduce “Yɛn Nyim Mbom” to support our customers who ensure that our products reach the market and consumers everyday”.

The best performing customer and overall winner will get a brand new mini-truck while other prizes for the top performers will include cash prizes of up to GHc 10,000 every quarter, free DSTV subscriptions, television sets and freezers, a bar make-over for the tier one top performer and percentage volume increments.

The Commercial Director at GGBPLC, Obinna Anyalebechi speaking at the launch ceremony said “Our customers deserve the best for their loyalty and support to our brand. We are happy to be delivering a loyalty program that will boost their profits as a result of stocking our products. Their growth is our priority and we encourage all them to be part of “Yɛn Nyim Mbom” so we can grow together”.



Minister of Business Development, Ibrahim Mohammed Awal who delivered the keynote address at the launch urged the management of Guinness Ghana Breweries PLC to source hundred percent of its raw materials from Ghanaian farmers.

He also asked them to take their customers  as partners and develop them to transcend the shores of Ghana.

The “Yɛn Nyim Mbom” loyalty program will run from July to December, 2019.

About

Beginning July GGB PLC will run the trade loyalty scheme to support its customers to achieve remarkable growth in their business. The scheme will reward customers with a mini truck, bar make overs as well as other amazing prizes monthly and quarterly.

Mechanics

Customers will be selected and rewarded based on their loyalty to the company and the   more points they accumulate during the program.



To participate:

• Customers who achieve a minimum of 100 percent on volume will be rewarded with one case for every 20 cases sold.
• Customers who will attain 85 to 99 percent, will also get one case for every thirty cases sold. This attracts 50 points.
• Customers gain extra 20 points for stocking a minimum of 20 cases of GGB PLC brand (FES, Star, Origin and Gulder) whiles ensuring that the products price fall within competition.
• Customers qualify for tier one when they sell 1000 cases and tier two when they sell 600-900 cases monthly. Automatically, this qualifies a customer to enjoy five percent of volume target achieved for our monthly rewards.

Rewards

• Each quarter, GGB PLC will reward the first winner with GHS 5000.
• The 2nd – 20th customers will be awarded TVs and freezers as consolation prizes.
• The overall grand prize is a mini-truck for the top performing customers.
• For bar outlets, 100 percent of volume achieved will give customers a five percent volume on sales.
• For bar outlets, customers gain 50 points when they sell 100 cases sold which offers them five percent on volume.
• Customers gain two percent when they achieve a minimum of 85-99 percent.
• When customers stock a minimum of three cases of each of GGBPLCs brand (Including FES, Gulder, Origin, Malta, Guinness, and Star) they will gain ten points.
• Customers gain 20 points when they comply with GGBPLCs standard pricing for products.
• Ensuring visibility of GGBPLCs brand at customer’s outlets such as category posters, back bar merchandising and planogram adherence gives the customer 50 points.
• We classify customers under tier one when they sell 100 cases, they fall within tier two when they sell 50-99 cases and tier three by selling 20-49 cases under every month.
• Customers are rewarded with five percent of their volume target achieved.
• Quarterly rewards will include TV sets and bundle of souvenirs for top 10 performers with the highest growth volume.
• The total grand prize is a bar make-over for the tier one top performer.
• Tier two and three top performers will enjoy free six months DSTV activations for the top ten performers with highest volume growth.

About the “Yɛn Nyin Mbom,” loyalty program

From 1st July, GGBPLC will run a loyalty initiative, with the aim of:

1. Building brand affinity and advocacy among its distributors
2. Increasing volumes across the portfolio

The program will run for a year, during which there will be a 360 campaign to celebrate key distributors and outlets, in a bid to drive awareness on the initiative and educate people on how it works.

Theme of the initiative and what it signifies

The loyalty program is dubbed “Yɛn Nyin Mbom,” which, when translated from Akan to English means “Let’s Grow Together.” This initiative is specifically designed for our customers to enable and encourage business growth and achieve profitability.

This program is devoted to GGBPLC customers who fall under the categories of distributor, wholesaler and retailer. This program is specifically designed to reward their loyalty and dedication while enabling and encouraging business growth and profitability. Sales targets will be given to customers each month and by meeting these targets, points will be accumulated to measure performance. Customers with outstanding performance will be selected to be rewarded monthly and quarterly. The grand-prize for the overall winner will be awarded at the end of the year, when the program reaches its climax.