MAM
The role of innovation in keeping B2B loyalty programs relevant
Mumbai: In today’s dynamic and fast-paced business landscape, customer loyalty is no longer something that can be taken for granted. For B2B companies, loyalty programs have become essential for building strong and sustainable relationships between brands and their partners. The value of these programs lies in their ability to not only retain but also engage customers, channel partners, distributors, and suppliers.
However, the real challenge is keeping these programs relevant, especially in an era of rapid digital transformation. The modern B2B buyer is more informed, more demanding, and less loyal than ever before. The key to keeping these programs relevant and impactful is innovation. By leveraging new technologies, data analytics, and personalization, businesses can transform loyalty programs into powerful tools that not only engage customers but also drive growth.
The evolution of B2B loyalty programs
B2B loyalty programs have evolved significantly over the past few decades. Traditionally, they were centred around basic rewards systems—points for purchases, discounts, and tier-based benefits. However, as technology advanced and market dynamics shifted, these traditional methods became less effective.
Today’s business customers expect personalized experiences, seamless digital interactions, and rewards that go beyond monetary incentives. The transformation from transactional to relational loyalty is now in full swing, and innovation is at the heart of this shift.
Brands must not only adapt but actively embrace new technologies and trends to remain competitive. The loyalty landscape is changing fast, and the programs that thrive will be those that place innovation at the forefront of their strategy.
Innovation: The lifeblood of modern loyalty programs
Innovation in loyalty programs is no longer optional; it is essential. Here’s how businesses can leverage innovation to keep their loyalty programs relevant and impactful:
1. Personalisation powered by data & AI
One-size-fits-all loyalty programs are a relic of the past. Today’s B2B customers are expecting the same level of personalization they receive in their B2C interactions. This is where data and AI play a pivotal role.
By harnessing data analytics, companies can build detailed customer profiles that capture everything from past purchase behaviours to engagement preferences. AI can further enhance this by predicting future actions, enabling businesses to offer highly personalized rewards, offers, and experiences tailored to individual customers or segments.
2. Gamification for engagement
Gamification has proven to be an effective strategy in B2C loyalty programs, and it’s now making waves in B2B as well. Gamifying the user experience not only makes it more engaging but also encourages repeat interactions, driving sustained customer loyalty.
By introducing elements such as leaderboards, point systems, and badges, businesses can turn mundane transactions into rewarding experiences. For example, a loyalty program could offer points for completing tasks such as attending webinars, participating in product training, or completing surveys. These points could then be redeemed for valuable rewards, creating a sense of achievement and encouraging deeper engagement with the brand.
This strategy transforms transactional relationships into interactive journeys, making the customer feel more connected to the brand.
3. Seamless omnichannel integration
In today’s B2B environment, clients engage with companies across multiple channels, including digital platforms, in-person meetings, email, and mobile apps. To maintain loyalty, it’s crucial that businesses offer a seamless, integrated experience across all touchpoints.
This is where omnichannel integration becomes crucial. An omnichannel loyalty program ensures that customers can engage with a brand consistently, regardless of the platform. Whether they are placing orders through a sales representative, checking product availability on a mobile app, or attending an industry event, their loyalty points, rewards, and interactions should be synchronized in real-time.
Additionally, omnichannel integration allows businesses to gather a comprehensive view of the customer journey, providing valuable insights that can be used to further optimize and personalize the loyalty experience.
4. Leveraging blockchain for transparency & security
With an increasing focus on transparency, security, and trust, blockchain technology is emerging as a game-changer in B2B loyalty programs. Blockchain’s decentralized ledger system ensures that all transactions are transparent, traceable, and secure, making it an ideal solution for managing loyalty points and rewards.
By adopting blockchain, companies can ensure that loyalty points are accurately recorded and cannot be altered or manipulated. It also makes the redemption process more secure and transparent, giving customers peace of mind that their accumulated rewards are legitimate and safe.
Blockchain can also be used to streamline loyalty ecosystems by allowing multiple companies to collaborate on joint loyalty programs. These decentralized ecosystems make it easier for customers to earn and redeem points across multiple businesses, enhancing the value and appeal of the loyalty program.
5. Sustainability as a loyalty driver
Sustainability is no longer just a buzzword; it’s a key consideration for many B2B customers. Companies are increasingly seeking to align with brands that prioritize environmentally friendly practices and demonstrate a commitment to social responsibility.
By integrating sustainability into their loyalty programs, businesses can resonate with this growing demand. For example, loyalty points could be awarded for adopting sustainable business practices, such as reducing carbon emissions or choosing eco-friendly suppliers. Alternatively, rewards could include donations to environmental causes or the ability to invest in green initiatives.
The future of B2B loyalty programs
As B2B markets become more competitive, the pressure to retain clients and maintain long-term relationships is intensifying. Innovation in loyalty programs is no longer a “nice to have”; it is a necessity for businesses looking to stay ahead. By harnessing data, embracing personalization, and providing omnichannel engagement, businesses can create loyalty programs that resonate with modern B2B clients.
The future of B2B loyalty lies in creating programs that go beyond transactional rewards. Instead, businesses must focus on building loyalty through trust, value, and meaningful experiences. Innovation is the key to achieving this, ensuring that B2B loyalty programs remain relevant, engaging, and capable of driving sustained growth in the years to come.
This article has been authored by Almonds AI co-founder & CEO Abhinav Jain
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
