Retailers are being encouraged to change their behaviour in exchange for rewards as 

part of Sugro UK’s new AI-powered loyalty scheme.

Unveiled at Sugro’s annual conference, the loyalty scheme – created in partnership with

B2B customer engagement specialist ProConnect – is designed to reward independent 

retailers for completing specific actions set by suppliers rather than simply spending 

more with their wholesaler. 

Suppliers that support the initiative will be able to build campaigns around behaviours 

they want to encourage, from trialling or stocking a particular product to displaying POS 

material, ranging the correct SKUs or meeting agreed merchandising requirements.

A key part of the scheme is gamification, with retailers able to spin a digital wheel to 

reveal a personalised reward or incentive.

Rather than every customer seeing the promotion, ProConnect uses purchase history to 

help identify which offers and activities are most relevant – meaning retailers could be 

encouraged to try a line they’ve never stocked, re-engage with a product they’ve 

stopped buying or complete an in-store action.

Retailers can also be asked to provide evidence that an agreed task has been 

completed by submitting a photograph through WhatsApp, with ProConnect’s AI photoverification technology able to confirm if a reward can be released.

“Our previous e-loyalty scheme proved supplier-funded rewards work in our channel, 

but this is the next generation,” said Yulia Petitt, Sugro’s Head of Commercial and 

Marketing.

“ProConnect has used AI to target retailers with the right offer at the right time based on 

their purchase history and to verify what’s actually on shelf, making for a more 

personalised experience that will deliver results.”

The programme is supplier-funded, so participating Sugro member wholesalers don’t 

have to pay for the rewards themselves, while supporting brands will receive campaign 

reporting showing which stores were targeted, who took part and if subsequent 

purchasing behaviour changed.

“Suppliers will pay for something different – distribution they can prove,” said 

ProConnect CEO, Rob Mannion. “Our loyalty scheme puts supplier money through the 

wholesaler rather than around it, uses AI to target the right offer and the right store from 

real purchase history and verifies the shelf with a photo rather than a promise.”

For more information, please contact ProConnect’s Head of Communications, Chris 

Evans, by emailing chris.evans@b2b.store

https://www.thegrocer.co.uk/news/sugro-uk-launches-ai-powered-loyalty-scheme/723752.article