Disproving the myth that traditional B2B audiences won’t go digital ...

When you think of a traditional trade audience (installers, mechanics, contractors etc) you might assume they’re hard to reach with anything digital. Too old-school. Not tech-savvy. Resistant to change. 

But that assumption is increasingly outdated. In fact, our experience – and data – shows quite the opposite: with the right approach, digital loyalty does work for traditional B2B audiences. And when it’s done well, it works brilliantly. 

Here’s why. 

Tradespeople Are Mobile-First, Reward-Focused, and Ready 

Despite perceptions, many tradespeople are early adopters of mobile tech — not because they’re digital enthusiasts, but because mobile makes their job easier. 

• 74% of tradespeople use smartphones for work daily (Rated People, 2023) 

• Rewards remain a key motivator, particularly in sectors with tight margins and competitive supplier relationships 

The takeaway? This audience isn’t offline — they’re just selective. They engage where the value is clear, the interface is simple, and the benefit is tangible. 

Real Success with Non-Digital Natives 

We’ve seen impressive results working with brands targeting installer and trade audiences – even among those who previously relied entirely on pen, paper, phone or face-to-face. 

• One brand achieved a 47% month-on-month growth in claims after launching a simplified loyalty portal with email reminders and offline support 

• Another client enabled registration via POS QR code scanning, reducing registration friction and increasing participation by 36% in the first three months 

Key features that made the difference: 

• No app downloads – just mobile-friendly web access 

• Step-by-step onboarding with visuals, not jargon 

• Dedicated ticket support and real-world demos by internal advocates in the field 

Why User-Centric Design Matters 

Digital loyalty must be built for the user, not just the brand. That means: 

• Clear value proposition: “What do I get, and how fast?” 

• Minimal clicks: Avoid complexity, keep journeys short 

• Consistency across channels: Online, SMS, in-store or on-site, the experience should feel connected 

This isn’t about dumbing down. It’s about smart simplicity, making digital tools that feel just as intuitive as the job sheet in their back pocket. 

People Still Matter: The Role of BDMs and Account Managers 

Digital doesn’t mean impersonal. In fact, Account Managers are crucial to digital adoption among traditional audiences. 

Whether it’s: 

• Talking a new installer through the platform face-to-face 

• Helping submit their first claim 

• Or simply reinforcing the value of the programme in their regular visit 

BDMs and Account Managers bridge the trust gap – they make digital human. 

The Verdict? It Works — When You Do It Right 

Digital loyalty isn’t just for millennial marketers or Gen Z consumers. With the right mix of design, support, and communication, it absolutely works for traditional B2B audiences. 

We’ve seen it. We’ve built it. And we know what makes it tick.