Rational restructures dealer loyalty programme

Rational cooking demonstration crop
Rational Deal partners will be rewarded for holding combi oven cooking demonstrations.

Combi oven manufacturer Rational is to further develop its Deal distributor loyalty programme.

In an exclusive interview with Catering Insight, the manufacturer’s new UK MD, Simon Lohse, revealed: “In the UK, distributors have only had the one standard up until now, they are either a Deal partner or they’re not. But we will be developing bronze, silver and gold levels to give a bit more of an aspirational element to it.

“The levels will be based on the training a dealer has received, its presence and reach in the market, as well as volume of sales. It’s really about the commitment the dealer is showing towards the Rational brand and we are recognising that within the grading of the Deal partnership agreement.

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“It will be clear as to how dealers can move up that ladder and what we expect to happen in the next 12 months to get to the next level. We will support them to do that.”

The developments will include producing icons for a distributor’s website to show that it has received Rational-approved installation training, that it is a service partner, or that it is a CookLive site, holding combi oven cooking demonstrations.

Look out for the March issue of Catering Insight for the full interview.

Tags : combi ovensloyalty schemeRational
Clare Nicholls

The author Clare Nicholls

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