Welcome to a new frontier of customer loyalty - one that doesn’t just live on shelves or in shopping carts, but on job sites, in supply yards, and within dealer networks.
In Episode 6 of Engagement Matters, Beyond the Transaction: How to Power Loyalty in the Trades, we go beyond traditional B2C frameworks and focus on a space where loyalty is harder to win and more crucial to growth: the trades.
Snipp’s Christopher Cubba and Brendon Lemon are joined by Bethany Sanker, Director of Client Services at Interrupt and together, they explore how B2B brands in the trades can move beyond the transaction - building channel loyalty not just with pricing, but through smarter rebates, simplified engagement, and strategic relationship-building.
In many B2B industries, especially within the building and construction sector, loyalty is traditionally seen as a byproduct of habit or convenience. But the reality is changing fast. From economic pressure to changing buyer expectations, brands are finding that transactional loyalty simply doesn’t hold up anymore.
The big challenge? Unlike a consumer browsing a product on a shelf, trade professionals are balancing timelines, budgets, relationships with distributors, and the expectations of their own clients. That complexity makes loyalty stickier - but also harder to win back once it’s lost.
“The trades? That’s a different world. Loyalty there isn’t emotional - it’s earned, every single time.” - Brendon Lemon, Director of Business Development, Snipp
In many B2B industries, especially within the building and construction sector, loyalty is traditionally seen as a byproduct of habit or convenience. But the reality is changing fast.
From economic pressure to changing buyer expectations, brands in the trades are finding that transactional loyalty simply doesn’t hold up anymore.
In the trades, loyalty is earned through performance, not promises. Professionals (contractors, Installers, distributors etc.) are loyal to what gets the job done - products that work, service that delivers, and systems that save time. Rebates are one of the most effective but often underutilized tools in this equation. Historically seen as a volume incentive, rebates often live in disconnected silos. But modern rebate management can be so much more. Well-executed rebate programs deliver more than just incremental sales - they build loyalty by reducing friction and increasing perceived value.
“We’re seeing a shift. Brands are waking up to the idea that rebates can do more than just push volume. They can build loyalty - if you run them right.” - Chris Cubba, Chief Revenue Officer, Snipp
Smart rebate programs can:
But the key is removing friction. That means digital claim systems, automated tracking, and real-time reward delivery, because if your rebate program feels like work, no one’s coming back for round two.
When rebates are streamlined - think automated approvals and digital payouts, they’re not just functional. They’re loyalty engines.
Transactional loyalty, single-use coupons, seasonal offers, or static incentives don’t hold up in today’s fast-moving trade environments. Professionals are juggling project deadlines, tight margins, and supplier relationships. They don’t have time for inefficient programs.
Always-on channel incentive programs, like those highlighted in Snipp’s guide to winning B2B loyalty, focus on consistency over short-term tactics. They’re designed to reward behaviors continuously and meaningfully, making loyalty feel like an asset, not a task.
With always-on channel loyalty programs, brands can:
It’s not about asking more of the customer. It’s about making loyalty part of the experience, not an add-on.
The trades have traditionally lacked robust customer data compared to B2C. But that’s changing. Digital activations, rebate submissions, and loyalty programs are finally giving brands a window into buyer behavior.
Snipp’s insights from rebates for channel incentive programs show how first-party data from well-integrated programs can transform business intelligence:
“It’s not just about knowing who your customer is - it’s about knowing how to talk to them. Data helps you create value, not noise.” - Bethany Sanker, Director of Client Services, Interrupt
To maintain long-term customer relationships in the trades, brands need to understand what actually motivates professionals to stick around…or switch.
Trade professionals aren’t loyal because of legacy branding. They’re loyal to what works: reliable products, consistent service, and clear value.
Margins are tight. So yes, price is critical. But even more important is perceived value - support, speed, and simplicity all count just as much.
If your rebate program takes too long or your customer support is inefficient, you’re costing them money. The trades move fast - your loyalty strategy needs to, as well.
The past few years have reshaped how trade professionals view loyalty. Supply chain issues, rising costs, and labor shortages have made pros more open than ever to trying new brands, not out of curiosity, but out of necessity.
That means loyalty is more fragile and more flexible than ever.
The brands that win today are the ones that:
So what should loyalty look like in the trades today? Here’s the new blueprint:
Skip the points. Reward real purchases with real value fast. Cash back, tiered rebates, and product bundles go a long way.
Trade pros are always on the go. Your loyalty and rebate experiences should work seamlessly on any device, whether they’re on a job site or in a warehouse.
Use loyalty programs to collect meaningful data and use that data to tailor offers, recognize milestones, and build deeper relationships over time.
Don’t overcomplicate it. Communicate clearly, make claims easy, and remove every unnecessary step. Time saved = loyalty earned.
In the trades, customer loyalty isn’t flashy - it’s earned over time, with consistency and clarity. Brands that think beyond transactions - and invest in smarter, streamlined by creating a channel partner incentive program - will outlast those stuck in old playbooks.
If you’re wondering how to build loyalty in the trades, start here: simplify your programs, use data strategically, and never underestimate the power of trust.
In the trades, loyalty isn’t bought. It’s built one rebate, one relationship, and one seamless experience at a time.
To connect with a loyalty expert to know more on how to foster channel loyalty, contact us here!