Selling through resellers doesn’t mean giving up control. For manufacturers across electrical, plumbing, HVAC, construction, and more, the challenge is clear: how do you influence the end user without owning the transaction?
Traditional promotions rarely build long-term value, and price cuts only erode margin. To grow, you need a direct connection to the tradies choosing your products day in, day out, regardless of where they buy.
That’s where we come in. At 212F, we design loyalty and incentive programs that work in complex B2B channels and are tailored to your specific audience and market. Our solutions aren’t off the shelf. They’re built around your objectives, your customer behaviours, and the outcomes you need to shift.
Whether you want to increase product preference, reward repeat usage, or drive behaviour in a specific trade segment, we give you the strategy, tech, and tools to make it happen.
You don’t sell directly to the end user, but that’s who decides whether your product gets picked up at the counter, loaded onto the ute, or used on site. When you’re relying on resellers to move your product, you lose visibility, influence, and connection with the tradies who actually drive your volume. When you’re just one SKU among many, loyalty becomes purely transactional.
The real cost is data. Without a direct relationship, you don’t know who your customers are, how they buy, or what drives their decisions. Loyalty and incentive programs give you that missing link: real behavioural insight. You can identify your most valuable customers, reward high-impact actions, and shape future sales activity around what’s proven to work. That’s how brands protect margin and grow share of wallet in a competitive market.
Add to that the growing skills shortage in the trades; with fewer qualified tradies in the field, every buying decision matters more. If you’re not building loyalty and preference now, someone else is. These are the pain points we solve every day. Explore the full series below to see how a targeted program can give you the edge.
No two trade markets are the same—and neither are the customers in them. That’s why we build every program around your brand, your objectives, and your audience.
Whether you want to drive repeat purchases, influence reseller behaviour, or reward high-value tradies with something unforgettable, we’ll tailor a solution that gets the job done. Each option below can be deployed on its own or combined for greater reach and impact. Our platforms work across all program types, giving you real-time data, behavioural insight, and full visibility from day one.
We don’t deal in theory, we build programs that deliver. Explore case studies from manufacturers across the varied trade industry who have used loyalty, incentives, and travel rewards to increase customer retention, influence buyer behaviour, and drive measurable sales growth. You’ll also find relevant articles and travel reward inspiration that show how a well-executed program creates real, lasting impact.
Nulon are always looking at ways to engage with our customers and support your relationships in meaningful ways that create opportunities for mutual growth. We are extremely pleased with the results of Nulon Xccelerate Rewards. It’s a program like no other in our space and I would highly recommend the 212F.
212F are a proactive, supportive event partner who are responsive to the needs of our business. Our events are always delivered to an exceptionally high standard, and with 212F’s industry experience and amazing support we couldn’t ask for a better event partner in organisation of our annual National Conference.
212F has consistently delivered outstanding products and experiences over the many years and many program incarnations I have worked with them on. They deliver a top-tier experience all round – understanding the business objectives and tailoring the promotion/experience to suit.
212F do an excellent job of managing our rewards program, talking to our partner community – great clear communication, along with an in-depth understanding of our business needs. The engagement, the support, the forward thinking, it’s all been next level and hugely appreciated.
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