This month we feature the Lenovo 360 Expert Achievers Programme. LEAP has been in existence since 2016 but was relaunched into the UK market in 2025 as a new channel engagement initiative designed to accelerate growth among Lenovo’s UK partners and support their teams in boosting technology adoption for businesses across the country.  

Around 90% of Lenovo’s sales come through partners, which sets the context as to why LEAP is strategically so critical, and not just a marketing initiative. 

It is a compelling example of how to align partner behaviour, learning, and sales performance within a single ecosystem. Built for channel partners rather than end consumers, LEAP offers useful lessons for brands looking to drive measurable commercial outcomes through loyalty. 

What Makes LEAP Successful? 

At its core, LEAP is tightly integrated into Lenovo’s wider partner ecosystem. Rather than operating as a standalone rewards scheme, it is embedded within the Lenovo 360 framework and accessed through the Partner Hub, ensuring it sits directly in the flow of partner activity, which results in high levels of awareness and participation. 

The programme rewards two high-value behaviours simultaneously: selling and learning. Participants earn points not only for transacting Lenovo products but also for completing structured training. This dual incentive model strengthens both immediate revenue and long-term capability, a combination that many similar loyalty programmes fail to achieve. 

The results underline this effectiveness. LEAP participants have been shown to generate significantly higher revenue on incentivised products, with reported uplifts of up to 16 times greater than non-participants. Such performance indicates that the programme is not simply engaging users but actively changing behaviour and, with that, commercial outcomes. 

Other key components for success are ease of access and flexibility. As the programme is accessed via the Lenovo partner hub, sign up and ongoing interactions are easy and accessible. Participants earn points not only by selling eligible Lenovo products but also by completing training courses through Lenovo 360. Points can be redeemed for a wide range of options, including prepaid cards, which increases perceived value and reduces friction in redemption. Once participants cross a points threshold, they earn a raffle ticket for the Score BIG Incentive quarterly prize draw, this year offering the opportunity to attend the FIFA World Cup 2026™. Other prizes include luxury breaks, shopping vouchers and experience days, with winners announced each quarter. 

How Does LEAP Drive Customer Engagement and Behaviour? 

The key to success is that LEAP is not simply transactional, crucially, it is also designed around behavioural reinforcement rather than passive accrual. It creates a clear loop: 

• Learn about products  
• Sell products 
• Earn points 
• Redeem rewards 
• Re-engage with new promotions 
• And so on … 

This approach to loyalty programmes encourages continuous participation rather than one-off engagement, which builds a relationship, develops brand knowledge and brand trust and ultimately creates loyalty with longevity. 

The inclusion of training as an earn mechanic is particularly important. By incentivising knowledge acquisition, Lenovo ensures that partners are better equipped to sell higher-margin or more complex solutions, thus increasing revenue-earning potential. This aligns partner behaviour with Lenovo’s strategic priorities, rather than simply rewarding volume. 

Gamification also plays a role. Threshold-based incentives, such as earning entries into prize draws once certain point levels are reached, add a competitive and aspirational layer. This moves participation in the programme into motivational loyalty, where participants are driven by both rewards and recognition. 

Importantly, LEAP targets individuals within partner organisations, not just the organisations themselves. This personalisation increases emotional engagement and accountability, as sales and technical staff directly benefit from their own actions. 

Of the programme, Natalie Noor, Director, UK&I Channel & SMB at Lenovo said: “LEAP reaffirms our long-standing commitment to our channel partners and their staff, with an initiative that rewards teams for both driving sales and growing their knowledge. With a simple rewards system accessible through the LEAP portal, staff receive rewards for their efforts, adding to a range of incentives supporting our valued partners to learn, sell, connect and grow with customers.” 1 

Key Performance Statistics 

We searched the internet for key performance stats on LEAP to support this success story and came across the following stats:2 

Revenue and sales impact 

• LEAP participants generated up to 16× more revenue on incentivised products versus non-participants  
• In earlier programme data, participating firms delivered: 
• 10.9 times more revenue on average than non-participants 
• 13.6 times more revenue when learning was included 

Such data proves that the programme is not just engaging users but, crucially, is materially shifting commercial outcomes. 

Channel contribution and influence 

LEAP participants represented only 11% of the channel but drove 57% of Lenovo’s total non-direct sales revenue. This demonstrates disproportionate value from engaged participants and underlines the effect of participation. 

Sales behaviour change 

Participating firms sold 8.1 times more products overall, increasing to 10.2 times more when engaging with training and sales claimed through LEAP increased 44% year-on-year, proof that the programme is driving behaviour change. 

Learning and engagement metrics 

Number of participants undertaking learning increased 51% year-on-year and training module completion increased 58% year-on-year. Such data reinforces the strength of the “learn and earn” mechanic. 

Programme growth and adoption 

Active participants grew by 55%, reaching c. 3,700 participants at c. 700 partner firms. The programme has been such a success it now operates across 100+ countries and nine languages. 

What These Stats Actually Mean 

1. Learning is the multiplier 
The jump from 10.9 to 13.6 times revenue when learning is included shows that education is not a side mechanic, it is the growth engine. 

2. Engagement concentration drives outsized ROI 
11% of partners delivering 57% of revenue is a classic loyalty dynamic where highly engagement segments outperform dramatically. 

3. Behaviour change is measurable and sustained 
The increases in product sales, training completion and year on year growth show that LEAP is not a short-term promo but a sustained behavioural system. 

What Improvements or Innovations Could Enhance LEAP? 

LEAP is a clear industry leader in loyalty, but there are opportunities which would evolve and enhance the programme further. 

1. Enhanced personalisation through data 
While the programme already targets individuals, there is scope to deepen personalisation using behavioural data. Tailored missions, product recommendations, and nudges based on past activity could increase relevance and conversion. 

2. Real-time feedback and visibility 
Improving dashboards with clearer, real-time tracking of points, progress, and rewards would strengthen engagement.  

3. Broader experiential rewards 
Adding more curated experiences or exclusive partner benefits could increase emotional resonance, personalisation and differentiation. 

4. Social and team-based mechanics 
Team challenges, leaderboards, or collaborative goals could strengthen engagement within partner organisations and encourage collective performance. 

5. AI-driven learning pathways 
Integrating adaptive learning journeys to recommend training based on role, performance, or sales gaps could make the learning component even more impactful. 

6. Sustainability-linked incentives 
Incorporating rewards tied to selling energy-efficient or sustainable products could align the programme with wider environmental or corporate social/governance goals and appeal to increasingly conscious partners. 

In conclusion, the most effective B2B loyalty programmes in the UK combine transactional rewards with behavioural rewards. Lenovo LEAP is a prime example reporting learning-engaged participants generating revenue at a rate nearly 14 times higher than non-participants. It has achieved this through not simply rewarding behaviour but shaping it. It is a prime example of a loyalty programme going beyond the simple transactional and aligning behaviour and business objectives to become a strategic growth engine. 

Perhaps the most compelling evidence of LEAP’s effectiveness is its commercial impact. Participants have been shown to generate up to 16 times more revenue on incentivised products, while representing just 11% of the channel yet delivering 57% of non-direct sales. This is not engagement for its own sake; it is behaviour change at scale. 

Aspirational, non-cash rewards consistently outperform cash equivalents in B2B settings, because they create memorable, shareable experiences that reinforce brand association. A trip to Porto in a Ford Transit van is remembered and talked about in a way that a bank transfer is not. 

Furthermore, personalised targets avoid the demotivating effect of fixed thresholds that only the largest operators can reach. When a sole trader with a base of 30 annual boiler installations sees a target of 35, it feels achievable. When they see a flat threshold of 100, they disengage entirely. 

What is abundantly clear is that the most successful programmes are built on data capture from day one. The real long-term value of programmes like Lenovo LEAP is not the reward redemptions themselves, but the previously invisible picture of customer behaviour, product preferences, and performance variance that the data reveals. 

What Next? 

Platforms such as Lenovo LEAP demonstrate what is possible when learning, engagement, and rewards are brought together into a single, cohesive ecosystem. However, delivering this level of sophistication requires the right infrastructure behind the scenes. This is where LoyaltyStream adds significant value. 

LoyaltyStream provides all the core components needed to design and manage a programme of this nature within one platform. From configurable earn-and-burn mechanics and flexible reward catalogues to integrated learning environments through its Academy module, it enables businesses to incentivise both behavioural and transactional actions seamlessly. Crucially, it removes operational complexity, allowing teams to launch quickly, automate key processes, and scale globally without heavy internal resource. 

In practical terms, a business could replicate a LEAP-style “learn and earn” model by combining training pathways in Academy with targeted promotions, personalised incentives, and real-time performance tracking. The result is a fully joined-up experience that not only drives engagement but also delivers measurable commercial outcomes without the need for multiple systems or manual programme management. 

If you are looking for input and advice on building a high-impact successful loyalty programme, or transform or re-platform an existing one, visit the Stream Loyalty website to see what we offer and book a discovery meeting with one of our specialist loyalty team: https://streamloyalty.com/  

Sources:  

1 PCR Magazine https://bit.ly/4sHIiSn) 

2  Motivforce and B2B Marketing