A deep dive into the added-value approach to B2B loyalty
Introduction: adding value to establish relationships
In B2B ecommerce, loyalty is no longer won through discounts alone. Exclusive pricing is now expected, and while cost-saving incentives still play a role, businesses that want to build long-term partnerships and create mutual value need to go further. Wholesale loyalty programs function as strategic customer retention and engagement tools, with many of them incorporating added-value elements within their approach.
By layering in benefits that go beyond price – from points-based systems and tiered memberships to genuinely useful perks – wholesale brands can strengthen relationships, encourage advocacy and position themselves as partners in their customers’ growth. With 88% of customers saying the experience a company provides is as important as its products or services, a tailored loyalty program can make all the difference.
In this post, we’ll explore how added-value B2B loyalty programs work, highlight examples from leading brands and outline the benefits and considerations for wholesale businesses looking to move beyond traditional discount models.
What ‘added-value’ loyalty means in B2B
Added-value B2B loyalty programs provide benefits that are strategic, practical or experiential rather than purely financial. In contrast to the B2C approach of quick wins and building brand love through freebies, B2B added-value loyalty programs are designed to:
- Support customers in their day-to-day business operations.
- Motivate longer-term engagement rather than one-off purchases.
- Create a differentiated experience that makes switching to competitors less attractive.
Rather than instant gratification and emotional appeal, with B2B added-value approaches the incentive must be tailored to your customers’ goals to be effective. Whether they’re focused on improving operational efficiency, enhancing service for their own customers or unlocking professional development, the best rewards will be aligned with their strategic growth aims.
Key elements of an added-value loyalty approach
Free gifts and perks that mean something
If your loyalty approach features freebies, finding the right rewards for your customers is key to driving engagement and loyalty. The days of including a box of biscuits with an order are behind us. In B2B loyalty, free gifts only work when they’re useful to the customer’s business or aligned with their individual needs. The best rewards are aspirational, meaningful or both.
For a successful added-value B2B loyalty program, the benefits need to create an emotional connection, making your brand the obvious choice in a field of potential suppliers.
When it comes to emotional connection, we like the example of Truckwash, a business providing fleet cleaning solutions. They implemented a scheme where drivers earned free gifts with a difference – they could redeem their rewards in the form of toys to bring home to their children. This struck a chord because so many of the drivers worked away for long periods of time and it resulted in a 12% increase in sales. This is a great example of how thoughtful gifts that are of direct use to your customers can drive higher sales.
For rewards more focused on customers’ work rather than personal lives, the Vaillant Advance scheme from the heating technology brand is a perfect example. Installers earn points for each boiler or heat pump installed and can redeem them against free gifts like tools, branded workwear or gadgets. These practical rewards are delivered at no extra cost, rewarding the installer’s loyalty with something of real value to their work.
Why it works: Customers feel understood by the brand and rewarded in ways that have a tangible impact on their work or life.
Points-based programs
Perhaps the most straightforward way of measuring and rewarding loyalty, points programs are often the mechanism for earning the types of perks mentioned above. But the opportunities for rewards go beyond branded workwear and tools.
As with all approaches to B2B loyalty, points schemes need to be carefully tailored to be genuinely rewarding for customers. Sometimes referred to as ‘earn and burn’, the value lies less in the accumulation of points themselves and more in the meaningful redemption opportunities.
Looking again at Vaillant Advance, installers are offered benefits beyond the freebies above. Other rewards available include: exclusive extended guarantees; dedicated support and training; exposure through the Vaillant ‘Find an Installer’ tool; cashback and credit to spend online and even the chance to win a holiday of a lifetime. (25 top-tier installers were taken on an exclusive luxury trip to Iceland in 2024). Points are logged both offline and online, integrating this loyalty program across all customer touchpoints.
The wholesale tools distributor Toolstream is another business offering their customers rewards for points. The more ‘Toolpoints’ customers earn, the more they can redeem from options including Toolstream products and marketing support as well as gadgets like iPads, days out and gift vouchers.
This approach keeps things simple – more points = more rewards. By offering a range of redemption options Toolstream taps into multiple motivations and allows customers the choice of perks like products which support their work or those which are more focused on their home life like technology and experiences.
Why it works: Points programs encourage short-term repeat purchases and can be highly effective in driving consistent order flow. But they must feel worthwhile and be easy to track, otherwise the scheme risks becoming background noise.
Taking it up a notch with tiered benefits
Tiered B2B loyalty is the natural evolution of the more straightforward points schemes. Tiered programs are designed to motivate customers to grow with you. By implementing progressive levels of rewards, you can create mid- and long-term goals for your customers to work toward, promoting ongoing engagement with your brand.
The initial tier of a program might include access to basic perks and promotions, but customers will only unlock bigger and more valuable rewards as they progress through tiers thanks to consistent ordering or completing training. This approach taps into the mentality that every purchase is a step towards something valuable and creates a long-term loyalty habit.
Marriot Bonvoy is a well-known example of a tiered program in the B2C space but the scheme also applies to business travellers. Joining as a member without an annual minimum for nights stayed unlocks immediate benefits of complimentary in-room Wi-Fi, exclusive rates and mobile check-in. As travellers accumulate more nights throughout a year, they climb the tiers, accessing additional benefits at each level including free in-room gifts, late checkout and guaranteed upgrades and bookings. Customers also earn more points per booking the higher their tier, offering an additional incentive to remain loyal to the Marriot brand and its partners.
CRM platform Salesforce has adopted a tiered approach to customer engagement with Trailhead. Customers who engage deeply – through training, community involvement and platform adoption – are rewarded with status, recognition and access to resources. Users can earn ‘Agentblazer’ status and then advance through levels up to legend whilst developing skills that will help them achieve their career goals. This example is a proven strategy within the tech industry to keep partners loyal, rewarding deeper engagement and performance with escalating benefits.
Why it works: Tiered loyalty builds trust and commitment over time. Customers are more likely to consolidate spend with one supplier if they know it helps them unlock better terms, exclusive access or strategic benefits down the line. When used well by SaaS brands, tiered B2B loyalty embeds customers in a community as well as enabling them to upskill, building long-term loyalty through benefit-driven programs without free gifts.
The benefits of added-value loyalty programs
Done well, added-value programs can transform the relationship between a wholesale brand and its customers.
Benefits include:
- Stronger partnerships – perks that support business operations show you understand customer needs and deepen trust.
- Increased retention – rewards linked to professional growth or operational success make it less likely that customers will switch suppliers.
- Greater differentiation – points and tiers help you stand out in a crowded market without competing solely on price.
- Upselling and cross-selling opportunities – loyalty data highlights purchase patterns and enables you to incentivise broader engagement with your full product range in a targeted way that feels relevant to your customers.
- Brand advocacy – customers who feel genuinely rewarded are more likely to recommend your business to others.
Things to consider when it comes to added-value B2B loyalty
While effective when run well, added-value loyalty schemes come with their own considerations.
- Relevance is everything – free gifts must be practical. A misjudged reward risks undermining trust.
- Margin protection – points or tiered rewards need careful modelling to ensure profitability.
- Complexity vs clarity – tiered systems work best when customers understand exactly how to progress. Over-complicated structures can discourage engagement.
- Integration – linking offline and online ordering activity is essential to ensure every customer action counts toward rewards. This often requires thoughtful integration with ERP and CRM.
At GPMD, we help businesses implement loyalty programs that balance customer value with commercial impact. Using Shopify Plus, we integrate loyalty functionality directly into your ecommerce platform, ensuring redemption is seamless and rewards are consistently applied across all touchpoints.
How to get started with added-value loyalty
Building a B2B loyalty program that truly delivers starts with clarity and careful planning. There is no one-size-fits-all approach to B2B loyalty. The approach you choose as a brand will always depend on your product, target audience and wider business objectives.
When considering implementing an added-value loyalty program, here are the first steps we’d recommend:
- Know your customers – survey or interview them to understand what types of rewards would genuinely support their work.
- Start simple – pilot one approach (e.g. points without tiers) before layering in additional benefits.
- Link rewards to strategic goals – align perks with behaviours you want to encourage, whether that’s repeat orders, product adoption or advocacy.
- Leverage technology – use Shopify Plus and integrated loyalty apps to automate reward tracking, streamline redemption and link online/offline activity.
- Communicate clearly – make sure your customers know what’s on offer, how they qualify and how to make the most of the program.
- Monitor and refine – track metrics like repeat order rates, average order value and retention to optimise over time.
When it comes to communication, there’s a lot you can do to maximise the potential of your added-value B2B loyalty program.
- Segmenting your audience to send personalised communications based on previous purchases ensures each customer receives information and offers that are genuinely relevant to them.
- Using behavioural triggers can drive higher engagement. If a trade partner is just below the next tier of your loyalty programme, a targeted message encouraging them to keep moving towards that milestone can have an immediate impact. So can celebrating anniversaries and achievements – the personalised communication makes customers feel recognised and valued.
- Your loyalty communications can also educate and empower your customers. Providing quick installation tips, industry insights or access to exclusive training sessions can make your loyalty programme feel like an essential tool for professional growth.
Whatever form it takes, your B2B loyalty program needs to be embedded within your overall sales and marketing approach rather than sitting to one side as a bolt-on.
Conclusion: adding value that keeps customers coming back
Added-value loyalty programs are about much more than freebies. In B2B, they’re a powerful way to build long-term partnerships, deepen engagement and create loyalty that lasts. Layering them up with elements from emerging B2B loyalty trends can make them even more effective.
Whether it’s practical perks, a holiday of a lifetime or community status and skill gains, the common thread of the examples above is relevance and impact. These programs work because they support customer goals and make it harder to justify going elsewhere.
At GPMD, we help wholesale businesses embed loyalty into their wider ecommerce strategy. From tiered pricing structures to reward integrations and customer engagement tools, we make loyalty part of a platform that supports growth and partnership.
Explore our full range of Shopify B2B services or get in touch to find out how we can help you build a loyalty program that goes beyond discounts and delivers real value.
