CHIPMAKER AMD is rolling out a new Fly Buys-style channel programme that rewards loyal resellers with marketing funds.
The AMD Solutions Provider Programme sees partners gain Rewards Points when they sell the company’s products. Points are also handed out for attendance at AMD events and for taking part in the company’s trai-ning programmes.
AMD’s senior marketing executive for Australia and New Zealand Caroline Francis says once accumulated, these points can be cashed in for various marketing activities.
“It’s very similar to providing co-op dollars. Rather than providing a rebate which can be used to fund customer discounts, we add value in directly relevant ways that help them to grow their businesses,” she says.
AMD developed the new programme after querying channel partners. Francis says the feedback found resellers wanted real-time rewards so the new programme gives them a response in 24 hours when they claim points.
“We wanted to develop one-to-one relationships with the entire channel and build stronger loyalty.”
The Solution Provider Programme breaks AMD’s channel into three separate categories: the top tier, made up of wholesalers, are known as Premier. Professional is the name the company gives to its OEM and systems integration partners. The largest category is Reseller, which caters for dealers, component sellers and low-level integrators.
AMD currently has between 400 and 500 registered resellers in New Zealand. Francis says the important feature of the programme is that it gives the smaller companies access to resources that they wouldn’t usually have.
Resellers wanting to take part in AMD’s programme have to enrol and register their business details. This information will be made available online to prospective customers.