{"id":1452,"date":"2024-11-12T08:48:50","date_gmt":"2024-11-11T21:48:50","guid":{"rendered":"https:\/\/new212fprod.wpenginepowered.com\/au\/channel-partner-program\/"},"modified":"2026-02-04T10:07:55","modified_gmt":"2026-02-03T23:07:55","slug":"channel-partner-incentives","status":"publish","type":"page","link":"https:\/\/212f.com\/au\/b2b-solutions\/channel-partner-incentives\/","title":{"rendered":"Channel Partner Incentives"},"content":{"rendered":"\n\n\t
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\nReward Channel Partners to Power Your Supply Chain\n<\/h2>\n\n<\/div>

Many B2B supply chains revolve around Channel Partners. They enable brands to reach their end-consumer and depending on your industry, would typically identify as wholesalers, distributors, retailers or resellers<\/strong>.<\/p>\n

Achieving preferential standing amongst these channel partners can make or break your business\u2019 chance of success.<\/p>\n

With more than 73% of commerce happening through sales channels<\/strong>, incentivising partners has become standard practice since it hits two important business goals at the same time\u2014building a strong relationship with partners and driving an increase in sales numbers.<\/p>\n

They control the customer conversation and database, so finding ways to get your products promoted by channels partners is crucial.<\/p>\n

By implementing a channel partner loyalty program, B2B companies can gain others benefits such as brand loyalty and better market position, all while keeping partners motivated to prioritise your brands over your competitors.<\/p>\n<\/div>\n\n\n\n\n

\n\n\n\t\t\t\t\t\t\t\t\tGet in touch<\/a>\n\t\t\t\t\n\t\t<\/div>\n\n\n<\/div>\n \n\n\t\t\n\n
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The B2B Sales Channel <\/h2>\n\n\n
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Wholesaler Programs<\/h3>\n\t\t<\/div>\n\t\t
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Wholesalers are businesses that purchase large quantities of products directly from manufacturers, which they break down into smaller quantities and sell to turn a profit. They are conduits between manufacturers and the final point of purchase in a B2B2C supply chain \u2013 often selling to retailers, SME storefronts or the product installer themselves.<\/p>\n

The trade industry is a prime example of this channel. 212F has long history of trade wholesaler to installer channel loyalty programs. Whether this is plumbing or electrical wholesaler selling directly retailer or tradesperson, channel loyalty programs promote sales growth, connection and build loyalty.<\/p>\n\t\t<\/div>\n \t\t

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Channel Loyalty Programs<\/div>\n\t\t<\/div>\n \t <\/div>\n <\/a> <\/div>\n\n\n\n\n<\/div>\n<\/div>\n\n\n\n
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Distributor Programs<\/h3>\n\t\t<\/div>\n\t\t
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Distributors work in a similar vein to wholesalers, where they purchase large volumes of products, directly from the manufacturer; however, they tend to work further up the supply chain. Distributors may sell into wholesalers, or direct to other business customers within B2B channels. Both are fundamental in the movement (or distribution) of products throughout the supply chain.<\/p>\n

212F manage food distribution channel programs, where in a warehouse there is only so much stock a distributor can hold. Our program concepts here encourage distributors to change held stock & products for preferred brands with the use of rewards and not rebates.<\/p>\n\t\t<\/div>\n \t\t

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Reseller Programs<\/h3>\n\t\t<\/div>\n\t\t
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A reseller is simply a person or business purchasing goods to sell them to somebody else, rather than using the product themselves. These middle salespoints are popular within the ITC industry, which relies on resellers to not only sell products and services into business but also overlays the sale with maintenance of the products sold.<\/p>\n

Many IT reseller programs 212F has managed include training and sales-based rewards for reseller partners, allowing brand’s tone of voice to fit within the program.<\/p>\n\t\t<\/div>\n \t\t

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Retailer Programs<\/h3>\n\t\t<\/div>\n\t\t
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Retailers represent the final point of sale for most products that we purchase today. They can be ‘brick and mortar’ physical stores or digital shopfronts where the end-consumer of the product makes the transaction. In some contexts, these stores can wield a lot of influence, especially where trade or B2B transactions take place.<\/p>\n

These channel programs can be sales target-based incentives, encouraging retailers to range more products and grow sales. This model fits many industries and influences the last 3 feet in a sale.<\/p>\n\t\t<\/div>\n \t\t

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\nIncentivising Channel Partners or Driving Sales Channel Loyalty?\n<\/h2>\n\n<\/div>

There are two primary levers available to brands when seeking to influence a change amongst your channel partners; you can incentivise the act of achieving growth targets within a set timeframe or reward their loyalty with an always-on points-based system. Each option has specific functions to solve specific issues plaguing your business:<\/p>\n