VIPros, 4 years later: assessment and outlook

With the help of a few pioneering industrialists, VIPros has initiated a system that is unique in France, capable of:

• Identify the craft businesses likely to buy their products (until then, industrialists only limited to distributor contacts),
• To be able to dialogue directly with them to prescribe the product-services most suited to their needs and bring them to better use,
• To rely on a collective of complementary brands to build loyalty, with a lively and generous program,
• To capitalize on the experience feedback shared with all the brands to identify needs, anticipate renewals, make targeted offers and therefore more interesting for craftsmen.

In 4 years, the VIPros program has:

• Registered a qualified base of 11.000 craft businesses, representing according to INSEE classifications, between 45.000 and 85.000 professional users,
• Developed one of the most sophisticated tools to manage a permanent relationship with these companies,
• Created an unprecedented commercial animation system, via 3 promotional levers:
  • Points
  • cashback (more efficient and more image-bearing than traditional reimbursement offers)
  • immediate reductions (unique BRI in France, being deployed for the 1st physical and online tests),
• Initiated a Data Science research program, validated by the State, to optimize the animation of VIPros communities (brands, artisans, distributors).

All these investments are pooled and constitute the 1st ROI of the industrial partners.

But the adventure will not end there, VIPros will step up its efforts and investments to:

• Promote the program through collective actions funded by the newly established common base: direct marketing, highly attractive promotional offers, exhibition and events during the next Batimat-Interclima-Idéobain trade fairs,
• Accelerate the deployment of "Cashback" and "Immediate Reduction" levers at physical and online distributors,
• Provide relevant answers and targeted offers to VIPros craftsmen, thanks to the analysis of their needs.

A target of 50 industrial partners and 40.000 craft companies by 2023 for the French building sector alone… Enough to consolidate VIPros' position on the market and make its links ever stronger with its various players ...