Work type: Branding

After four successful years of helping to build brand loyalty amongst their valued customers,  boiler manufacturer Ferroli asked Sans Frontiere to modernise and redevelop Installersmate.co.uk, the online loyalty club that we created for Ferroli in 2014.

Aimed at Gas Safe engineers and plumbers, Installersmate is a time and money saving resource for busy installers where they can register and manage their Ferroli product installations and access exclusive offers such as free warranty upgrades.

Sans Frontiere was commissioned to redesign and build the new loyalty club website to create a fresh look with an enhanced user experience. This included a range of improvements to the product registration process, the addition of an SMS annual service reminder function, advanced postcode matching, a feedback form and the facility to upload photos.

A major aspect of the redevelopment for 2019 was the introduction of Reward Points which can be redeemed for a wide range of items such as experience days out, electronics and Ferroli branded workwear.

Building brand loyalty is achieved by giving the customer what they want and for busy installers this meant that a key offering of the new website was the creation of a web-based app for use on all mobile devices.

As a full service agency, Sans Frontiere promoted the rebrand of the loyalty club with PR, an eshot, social media and trade press advertising.

Sans Frontiere continues to update, manage and host the website: http://www.installersmate.co.uk

Offering customers an online loyalty club has become de rigueur for boiler manufacturers so when Ferroli asked Sans Frontiere to enhance their brand and reputation within this highly competitive market, we came up with the concept of Installersmate. But Installersmate is much more than just a website; as well as a range of benefits for plumbing & heating engineers who install Ferroli boilers, the key offering of this new website required Sans Frontiere to utilise the web services of a third party organisation by using their API.

This complex back-end development work allows installers to make their boiler installation notifications with Gas Safe Register – something they are required to do by law – via Installersmate with Ferroli paying the £2.20 fee for them. The success of this project involved precise adherence to Gas Safe Register’s requirements, which we achieved thanks to our digital expert knowledge and dedicated account management.

Building brand loyalty is achieved by giving the customer what they want; Sans Frontiere’s experience of marketing within the energy sector meant that we knew what Ferroli’s customers would be looking for, and it didn’t need to be over-complicated.

As well as free Gas Safe notifications, Installersmate provides installers with a secure place to keep a record of all their Ferroli boiler installations, a quick and simple way of registering their customers’ valuable warranties and regular competitions, plus a points-per-purchase rewards scheme planned for 2015.

Installersmate also comes with a great business-building tool – an email reminder service that tells both the customer and the installer that the boiler’s annual service is due. By programming the system to trigger an email to both parties six weeks before the anniversary of the installation, Installersmate helps to build loyalty between the installer and customer and protects the reputation of the brand by encouraging best practice.

The creative design of the website reflects Ferroli’s branding, which is both striking and familiar to installers, and has a friendly ‘face’ that was meticulously selected to appeal to our target market.

After launching the loyalty club with PR, an eshot and trade press advertising, the target market of Gas Safe registered engineers began to sign up at a rate of knots and the Ferroli brand continues to reap the benefits.