Selleys is a 75-year-old market leader in DIY home improvement. The objective was to move retail partnerships beyond the purely transactional, transforming a fragmented network of distributors into genuine brand advocates for the APAC market.
I developed a 'Loyalty-as-Currency' strategy, mapping the complete partner journey from onboarding to rewards. This hybrid ecosystem combined physical POS activation with an automated digital communication system—including responsive HTML5 newsletters that delivered personalized partner growth metrics directly to their inboxes.
- ➜ Achieved over 45% increase in brand awareness of Selleys amongst DIY retailers in Singapore
- ➜ Resulted over 54% partner sign-ups within 8 weeks of launch
- ➜ Transformed purely transactional relationships into active brand advocacy
- ➜ Hybrid ecosystem bridging offline retail sites with digital automated channels
- ➜ Successful sub-brand identity creation under strict parent brand guidelines of Selleys
