Dulux Trade Points

Project Overview

Dulux Trade Points was a long-running loyalty programme designed to build sustained engagement with professional decorators and tradespeople. The programme rewarded repeat purchase, reinforced brand preference, and created an ongoing dialogue between Dulux and its core trade audience. The work spanned strategy, creative development and execution across multiple touchpoints, evolving year-on-year to remain relevant, motivating and commercially effective.

Objective

The primary objective was to increase loyalty, frequency of purchase and brand advocacy among professional decorators — a highly competitive and price-sensitive audience.

The programme needed to:

• Reward genuine trade loyalty

• Encourage repeat behaviour over time

• Strengthen emotional connection to the Dulux Trade brand

• Deliver measurable commercial value

Crucially, the work had to feel useful, credible and motivating to real tradespeople — not promotional or superficial.

Scope of Work

Our collaboration covered the full lifecycle of the programme, including:

• Loyalty Programme Concept and Evolution
  
  

• Brand Identity and Visual System for Trade Points
  
  

• Web and Mobile App Design & Development
  
  

• Trade-facing Print, Direct Marketing, POS and Promotional Materials
  
  

• Campaign Creative and Supporting Content

  
  

• Ongoing refinement to maintain engagement and relevance
  
  The work balanced strategic clarity with practical execution, ensuring consistency across all trade touchpoints.