How do you turn a loyalty programme into an engaging relationship lever?
Convergence supports Socoda in modernising its B2B loyalty programme
The paradox of the long-established loyalty programme
A B2B loyalty programme that lasts 30 years is a rare asset. It is also a trap. Over the years, it settles into habit, loses visibility, and ends up resembling what it has become rather than what it could be: a purely transactional tool – you spend, you accumulate points, you pick a gift. And when you try to wake it up, you run into a dilemma: modernise, yes, but without breaking the attachment of those who have been loyal to it for decades.
This is the challenge that Socoda, a network of distributors specialising in construction and industry, entrusted to us for its Le Cercle programme.
BrandSocoda
SectorProfessional distribution
BusinessNetwork of building and industrial distributors
Website socoda.fr
A brand territory to rebuild
The audit of the existing programme revealed a paradox. Le Cercle had solid foundations – 30 years of history, an evocative name, a base of engaged members – but its communications had gone quiet: no storytelling, no formalised value proposition, little visual consistency. The programme was strong, but its story was missing.
Our proposal: lay down a new brand territory in service of the programme. On substance, write a narrative that tells what Le Cercle delivers. On form, refresh the visual identity while keeping the cues that anchor the attachment.
Rebuilding the identity without breaking the attachment
Rebranding a long-established programme is not like rebranding a new brand. There is a history to respect, habits not to disrupt, and materials in circulation not to render obsolete.
We worked on a graphic evolution in continuity: keeping the name, modernising the logo, re-energising the colour palette, structuring the typographic system.
The result is a more contemporary visual universe that adopts the codes of modern loyalty programmes – energy, community, engagement – while staying aligned with the parent Socoda brand guidelines.
“The mechanics work, but the relationship is fading.”
Building a design system to steer the programme over time
For a loyalty programme to live on over time, you need a modular system able to produce dozens of consistent materials: sales, point-of-sale and digital.
For member-facing materials: presentation tools and a POS kit for in-branch activation.
For digital: a library of assets (logos, templates, photos, illustrations) that lets the teams produce a whole year of activations without starting from scratch.
A transactional programme rewards spending. A relationship programme creates moments. To shift Le Cercle from one model to the other, we designed an annual activation programme structured around five gamification mechanics, each playing a role in the member life cycle.
- The Welcome activation greets each new member with an interactive game that immediately places the relationship under the sign of enjoyment.
- The Anniversary activation celebrates the member's length of membership with a personalised game, valuing attachment over transaction.
- OBJECTIF X2 doubles points over a given period to reactivate purchasing behaviour.
- POINTS+ creates one-off promotional moments to reignite engagement.
- The QUIZ showcases product knowledge and maintains the editorial bond with members.
Each mechanic comes as a complete kit: activation email, visuals, web animation or teaser video, how-to tutorials. The programme is no longer just about accumulating points: it gives the member's year its rhythm.
At the halfway mark, the programme has already delivered on an essential promise: re-energising the Socoda teams themselves. Member distributors' sales reps now have tangible tools to talk about the programme to tradespeople.
The digital activations provide concrete touchpoints to push throughout the year. And the new identity creates a sense of rediscovered pride around a programme that seemed to have settled into routine.
RESULTS
B2B loyalty, an area of expertise for our agency
For our communications agency specialising in the construction industry and housing, this project illustrates a conviction: a successful B2B loyalty programme is not a points account; it is a relationship system that builds connection between a brand, its partners and their end customers.
Whether you are a manufacturer looking to structure a tradespeople's club or a distributor wanting to modernise an existing relationship programme, the winning formula is the same: a clear story, a living identity, a robust design system, and activations that give the year rhythm.
Would you like to modernise or rethink a B2B loyalty programme?
Our finest collaborations, told by the people who know them best
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
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