Creating channel partner chemistry

Drive desired channel partner outcomes through Behavioural Science.

We live in the information age. Which in all respects should be making life easier. But in fact, too much information is becoming detrimental to the decisions your channel partners make, especially when they’re deciding whether to side with your brand or not.

When it comes to building loyalty, Behavioural Science is helping your partners see past all the unneeded clutter. By helping them create ‘real’ emotional connections. Yes, you guessed it, brand love.

But what’s the real science behind Behavioural Science? And what does it mean for you and your channel partners?

Let's create meaningful experiences

We’re all seeking deeper channel connections. The truth is, you need to be treating your partners the same way you’d like to be treated. It’s only then brand love is achieved.

A fusion between neuroscience, psychology and anthropology helps us better understand the way humans, and more importantly how your partners think and feel. It’s these disciplines which dig deep into conscious and nonconscious thinking to reveal what actually drives better attitudes and behaviours.

Loyalty is earned through the right relationship building. It’s allowing your partners to realise the ‘what’s in it for me’ in order to build a long-term relationship.

Research tells us that loyal customers spend 67% more than new ones through repeat purchases, larger cart sizes, and frequent upsells.

Loyalty, it's a simple science

When working to build better relationships, the right loyalty programs have continuously proven to turn engagements into better outcomes. The basic idea is that behavior is followed by a reward. The key is the reward needs to be attractive, but most importantly within reach. If you want to win over your partner, delight them with ease.


Here are 4 key psychological principles that will help you drive better engagement with your loyalty programs:

1. The closer your channel partner is to reaching a goal, the more effort they will put into achieving it.

2. Let your partner feel like they are already on their way to achieving a goal

3. Your channel partner perceives loss and gain very differently, and it can determine how they interact with your loyalty program.

4. An elevated social status is one of the main driving factors behind participation in a loyalty program.


Finding the right balance

Changing behaviour can be challenging. There are a few watch-outs that need to be considered when running successful loyalty programs. Rewarding a behaviour too frequently can result in blown-out budgets, but failing to reward often will result in channel partners losing that spark with your brand.

Remember, loyalty is driven through human psychology of reinforcing the right behaviours through positive rewards. Channel partners who redeem more, are more likely to show greater retention, even spreading the word to their friends, loved ones and colleagues.

“The reward needs to come often enough so that there is reinforcement. At the same time, it can’t be too close. Then it wouldn’t be meaningful.” - The late Xavier Dreze, Professor of Marketing at Wharton and UCLA.


The Hachiko difference

The key principles of Behavioural Science apply to all our programs - connecting engagement with loyalty and results. Whether it’s through gamification, competitions or bite-sized incentives, we can help you create better connections with your partners.

So there you have it, there’s a science to driving the right behavioural change from your partners. Winning their brand love and turning that loyalty into results you’ll love!


To create better emotional connections with your channel, chat to us today.

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