Brief

Introduction

Club Gyprock is a trade loyalty program designed to reward and support plastering professionals across Australia. Developed by CSR Gyprock, the program offers members exclusive benefits, rewards, and promotional opportunities to enhance their trade experience. This case study explores how Club Gyprock has evolved into a highly valued loyalty program, driving engagement and brand loyalty within the construction industry.

Background & Challenge

The plastering trade is highly competitive, with professionals seeking value not only in product quality but also in long-term support from suppliers. Before Club Gyprock’s launch, there was a gap in the market for a program that directly rewarded Smaller to medium sized trade customers for their loyalty and purchasing behaviour. The challenge was to create a system that would not only incentivize purchases but also build a strong and highly engaged community around the Gyprock brand.

Execution

Strategy & Implementation

To address these challenges, Club Gyprock was launched in May 2020 as a tiered loyalty program offering:

• Points-based rewards system – Members earn points for every eligible purchase made in Gyprock Trade Centres, which can then be redeemed for gift cards, exclusive merchandise, the latest technology, etc.
• Exclusive promotions & offers – Special member-only deals on a wide range of products and seasonal campaigns.
• Industry engagement – Invitations to trade events, product education, and networking opportunities.
• Surveys & feedback loops – Regular member surveys to tailor rewards and promotions to customer preferences.

Key marketing efforts include digital campaigns, in-store point of sale, and direct email marketing to encourage sign-ups and ongoing engagement. Partnerships with key reward suppliers also helped expand the reward options available to members.

Results

Results & Impact

Since its inception, Club Gyprock has seen remarkable success, with:

• A growing and active membership base – Thousands of active trade professionals enrolled.
• High redemption rates – Members actively redeeming points for valuable rewards, reinforcing their engagement.
• Positive member feedback – Surveys indicate strong satisfaction with the rewards program, influencing purchasing behaviour and supplier loyalty.
• Increased brand affinity – Club Gyprock has strengthened its connection with this customer segment, leading to sustained product preference and repeat business.

Key Takeaways & Future Plans

The success of Club Gyprock highlights the power of targeted loyalty programs in targeted industries. Key lessons include:

• The importance of listening to members through surveys and feedback mechanisms.
• The value of offering practical, trade-focused rewards.
• The effectiveness of integrating promotions with loyalty incentives.

Looking ahead, Club Gyprock aims to enhance its digital experience, expand its reward catalogue, and introduce new promotional mechanics to keep members engaged and continuously adding value to their trade businesses, providing customers with a first-class program and experience.

Conclusion

Club Gyprock has proven to be a game-changer in the plastering trade, fostering long-term loyalty and brand trust. The program has positioned itself as an indispensable tool for Gyprock customers, reinforcing CSR Gyprock’s leadership in the industry.