Instantor Rewards

Sanbra Fyffe sells its Instantor-branded plumbing products through merchants and distributors, not directly to the plumbers who fit them - which left the brand with no point-of-sale relationship to the trade customers actually driving repeat purchase. The brief was to build a loyalty programme that could reward plumbers and installers anyway, without the traditional POS integration a direct-to-consumer brand would rely on.

A trade loyalty programme without a direct sale to build on

Most loyalty platforms start from a transaction the brand can see. Sanbra Fyffe couldn't see one, because the sale happens at a merchant, not at Instantor. Brandfire built Instantor Rewards as a single web and mobile app platform where the proof of purchase comes from the plumber instead of the point of sale. Receipt uploads, competitions, and tiered redemptions all live in one place, giving Sanbra Fyffe a direct line to a trade audience it had never had one with before.

Receipt uploads instead of POS integration

Rather than trying to integrate with every merchant's till system - a project with no realistic path to completion across a fragmented distributor network - the platform asks plumbers to upload their own receipts. A photo of a receipt from any merchant purchase earns points, which sidesteps the integration problem entirely and puts the proof of purchase where it's easiest to capture: in the plumber's hand, right after the sale.

A tiered structure built for repeat engagement

A single reward for a single purchase doesn't build loyalty; it just pays for one transaction. Instantor Rewards uses a tiered structure instead, where climbing tiers unlock increased point values on every purchase after. That turns the incentive from "upload one receipt, get one reward" into a reason to keep buying Instantor products and keep coming back to the app - the tier only pays off if the plumber sticks with it.

Competitions that keep the app open between purchases

A plumber doesn't buy plumbing supplies every week, so a platform built only around receipt uploads risks going quiet between visits. Regular competitions give members a reason to check in even when they've nothing to upload. Prizes have included short breaks, tickets to major sporting fixtures, and shopping vouchers. It's the kind of incentive that gives a trade audience with no direct relationship to Sanbra Fyffe a genuine reason to keep the app installed, rather than deleting it after the first redemption.

Together, the receipt-upload workaround, tiered structure, and ongoing competitions give Sanbra Fyffe something its distributor network alone couldn't: a direct, continuing relationship with the plumbers who fit its products, run as a live programme rather than a one-off campaign.

Frequently Asked Questions

What is Instantor Rewards?

Instantor Rewards is a loyalty programme for plumbers and installers who buy Sanbra Fyffe's Instantor products through merchants. Members upload purchase receipts, earn points through a tiered structure and enter regular competitions using a web and mobile platform.

Why use receipt uploads and tiered rewards for this trade audience?

Sanbra Fyffe does not sell directly to installers, so receipts provide proof of purchase without merchant POS integration. Higher tiers increase the value of future points, rewarding sustained purchasing, while competitions create reasons to return between transactions.

What outcome has the programme delivered?

It has created active engagement with plumbers, supported repeat participation through tiered rewards and given Sanbra Fyffe a unified direct channel to end users despite indirect sales. The digital programme also replaces manual trade-incentive processes with a scalable platform.

Could this model suit another manufacturer that sells through distributors?

Yes. It suits brands that need to engage installers, contractors or other end users without owning the point of sale. The proof-of-purchase rules, membership criteria, tiers and rewards should reflect the distributor model and the behaviour the manufacturer wants to encourage.

What is required to implement an indirect-channel loyalty programme?

The brand needs a web or mobile member journey, clear eligibility and receipt requirements, a way to process proof of purchase, defined points and tier rules, a relevant reward catalogue, competition operations and member communications. Merchant POS integration is not required for this model.

How should success be measured?

Measure active members, receipt uploads, repeat participation, movement through tiers, competition engagement and reward redemption. Those indicators show whether the programme is reaching the trade audience, encouraging continued purchasing and replacing manual processes with sustained digital use.