Designing B2B loyalty programs that deliver results

B2B loyalty isn’t just about points, rebates, or repeat purchases; it’s about building strategic relationships that deliver measurable business outcomes. 

The B2B Buyer Loyalty Index 2025 from SAP Emarsys highlights what we’ve long observed: B2B buyers today expect personalisation, seamless experiences, and tangible value just like consumers. They’re quick to switch suppliers if those expectations aren’t met. 

At Arktic Fox, we’ve been deep diving into best-in-class B2B loyalty programs to understand what drives value and creates enduring relationships in product-based environments. Across industries, the strongest programs are those that combine relevance, trust, and value - balancing immediate benefits with long-term relationship building. 

Inside the programs elevating loyalty in B2B markets 

Lawrence & Hanson - Sparky Plus Loyalty Program 

Winner of the 2025 Asia Pacific Loyalty Award (Best Overall B2B Program) 

What it offers: Lawrence & Hanson, one of Australia’s leading electrical wholesalers, operates one of the biggest loyalty programs in the electrical industry - Sparky Plus. Customers earn points when purchasing from branches, online, or affiliated suppliers. 

Members can accelerate their earnings through monthly point boosters and climb through three tiers to unlock greater benefits. Points can be redeemed through a rewards store featuring over 30,000 products and thousands of branded gift cards - or through a concierge service that enables personalised rewards, from paying invoices to funding family holidays. 

Top-tier members who reach over 500,000 points annually unlock “Bucket List Trips” to destinations like Singapore or Thailand - a reward that builds community and brand connection. 

Why we like it: Sparky Plus empowers customers to choose rewards that are personally meaningful — not just transactional discounts. Its concierge service transforms loyalty into a lifestyle experience. 

Monthly points promotions also give the brand fresh, relevant content to engage members, driving larger and timed purchases. This is a program that both rewards loyalty and drives measurable business outcomes. 

Key takeaway: Sparky Plus delivers value at both a transactional and emotional level by blending flexibility, personalisation, and aspirational experiences to deepen customer relationships. 

Ampol - AmpolCard for Business 

What it offers: Ampol’s AmpolCard offers businesses a suite of practical benefits that make managing fuel and fleet expenses easier. Members save fuel and link their card to Everyday Rewards, earning loyalty points on every fill and shop. 

Business management tools are integrated: one ATO-approved monthly statement, spend controls, reporting dashboards, and accounting software integration (Xero and MYOB). Cardholders also receive access to up to 12% off vehicle servicing and repairs, and roadside assistance - all consolidated into one invoice for simplicity. 

Why we like it: AmpolCard delivers dual value - direct per-litre savings and Everyday Rewards points - while simplifying fleet administration. The business-portal tools make it a B2B loyalty product with operational value, not just a discount mechanism. 

Key takeaway: For businesses with regular fuel needs, AmpolCard drives both cost savings and efficiency. It’s a smart example of blending loyalty programs into core business operations. 

Beaumont Tiles - Trade Club 

What it offers: Beaumont Tiles’ Trade Club rewards their trade customers with points on every purchase, redeemable for tile vouchers. Members also receive exclusive deals, free business cards, specialist product training, access to industry events, and even a free coffee in-store - building community and connection. 

Partnerships extend the value proposition: members get additional benefits through HiPages, adding business growth support to the mix. 

Why we like it: Beaumont’s model rewards both the tradie and their customer - if a homeowner buys under a tradie’s account, the tradie still earns the points. This flexible mechanic keeps rewards aligned with loyalty. 

The added perks - like product training and a hot coffee waiting at the counter - create experiences that go beyond points by supporting the tradie to better use their products, which creates a win-win situation. The free hot coffee also creates reasons for tradies to visit the store on a regular basis – making it a home whilst out on the job.  

Key takeaway: Trade Club is a strong example of a multi-layered loyalty proposition, balancing tangible rewards with community and professional development. 

Crafting B2B loyalty propositions that deliver outcomes and strengthen relationships 

The best B2B loyalty programs don’t just reward transactions - they create outcomes. So how do you build an effective B2B proposition? 

Start with outcomes, not rewards. 

Define what success looks like for your business - whether that’s stronger retention, a higher share of wallet, or deeper customer advocacy - and design the program around those goals.  Programs that seek to improve engagement vs driving change in purchase behaviour require different program models to drive the desired outcomes. Therefore, being clear about outcomes from the outset ensures program design is conducive to the outcomes desired from the initiative and the investment.  

Understand your audience. 

Use customer data and insights to identify pain points and value drivers. Focus on where you can create the biggest impact and use this to shape your proposition. Ask: are your customers looking to save time or money, grow their business, or strengthen their professional network? 

Choose the Right Loyalty Program Model. 

Based on your goals and audience, choose the right model (or combination) to deliver on the desired outcomes. There are various ways to think about B2B loyalty program models. We at Arktic Fox find the following program types helpful to guide the design of effective B2B loyalty programs, often blending them to create hybrid approaches. 

1. Efficiency Boosters 

Help customers save time and money through transactional benefits like discounts, rebates, or extended credit. 

Pros: Easy to communicate and demonstrate tangible value. Drives frequency and repeat purchase. 

Cons: Primarily transactional; competitors can replicate easily. 

2. Business Enhancers 

Help buyers run or grow their business through training, premium support, or marketing opportunities. 

Pros: Builds stickiness, enables upsell, and creates tangible business outcomes. 

Cons: Requires ongoing investment in capability, support, and updates. 

3. Knowledge Connectors 

Strengthen community and connection through networking events, conferences, or knowledge hubs. 

Pros: Builds advocacy and long-term relationships. 

Cons: ROI is harder to quantify; communities need consistent moderation. 

Align loyalty across departments. 

Your B2B loyalty proposition touches sales, marketing, procurement, IT, finance, and service, and so it is important that all departments know the role they play to effectively deliver the program and create a memorable loyalty experience. Auditing the buyer journey to identify friction points and determine how the program sits as part of your broader experience is important.  According to SAP Emarsys, 28% of B2B buyers say a disjointed buying experience negatively impacts their loyalty. 

Forming a cross-functional loyalty task force can help share data across systems, track engagement and program impact, and coordinate messaging and initiatives across the business. 

Taken from the B2B Buyer Loyalty Index 2025, SAP Emarsys

Measure and optimise 

Strong B2B loyalty programs are built on continuous learning. Measurement shouldn’t just focus on how many customers are enrolled or how much they’re spending - it should track how the program is shaping behaviour and sentiment over time. This means looking at quantitative metrics like purchase frequency, repeat order rates, and engagement with program features (redemptions, training participation, event attendance). Combine this with qualitative insights from surveys or interviews to understand how customers feel about your brand relationship - because emotional loyalty often precedes transactional growth. 

Optimisation then turns insight into action. Use dashboards that integrate data across systems - sales, CRM, digital engagement - to identify trends and friction points. If engagement is dipping, test new incentives or refresh your communications. If a particular benefit is overperforming, amplify it. The best programs operate in perpetual beta, evolving as customer needs and market conditions change. This data-led adaptability is what transforms loyalty programs from cost centres into strategic growth drivers. 

Final Thoughts 

B2B loyalty is no longer a byproduct of good service - it’s a strategic discipline.  The brands that win in loyalty are those that see and understand the true role and value it plays to deliver and enhance business performance.  

At Arktic Fox, we see the future of B2B loyalty not as a points game, but as a partnership game - where value is shared, experiences are personalised, and relationships are built to last. 

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At Arktic Fox, we help brands design loyalty strategies that move beyond table stakes and truly deepen customer engagement. Find out more about how Arktic Fox can help you evolve your loyalty approach.