DCLUB: the DAB Pumps Loyalty Program

A multi-country B2B loyalty program for professional installers and plumbers

The DCLUB is DAB Pumps’ loyalty program designed for professional installers and plumbers. Active across Italy, the Netherlands, and the United States, it rewards participants with points and gift cards for purchasing, installing, and training on the brand’s products. The DCLUB Loyalty Program DAB Pumps represents a concrete example of multi-country B2B loyalty in action — with mechanics tailored to each market while maintaining a shared underlying architecture.

Why a loyalty program for installers and plumbers?

Contests and incentive campaigns targeting trade professionals — installers, plumbers, technicians — have become one of the most powerful strategic tools available to brands. Unlike traditional consumer campaigns, professional-facing initiatives work on multiple levels simultaneously: they drive sales, encourage deeper technical knowledge of products, generate organic word-of-mouth, and build a lasting relationship between the professional and the brand.

The professional installer is a purchasing decision-maker with real influence: they’re the one recommending a product to the end customer and ensuring it’s installed correctly. Investing in their loyalty means having a presence throughout the entire sales process.

The DCLUB was created with exactly this goal in mind: to incentivize sales of DAB Pumps products, increase brand visibility, and strengthen relationships with the professional network across three strategic markets — Italy, the Netherlands, and the United States — each with its own cultural, regulatory, and market characteristics.

B2B loyalty programs prove effective because they tap into deep behavioral drivers:

Recognition of professional achievement through tiered levels and progressive rewards
Encouragement of technical development through training
Community building via a “Refer a Friend” mechanic
Structured data collection for the brand (registrations, installations, feedback)
Digitalization of the brand-professional relationship through a dedicated app

The DCLUB program: mechanics and structure

The DCLUB is a digital loyalty program, accessible via a dedicated app, that allows registered installers to accumulate points through a series of qualifying actions. Points convert into tangible rewards once predefined thresholds are reached.

How points are earned

The points-earning mechanics are designed to reward both purchasing behavior and broader engagement with the brand. The primary action is installing a DAB Pumps product: the participant scans a unique QR code located in the product’s technical compartment and earns points corresponding to that specific model. Every installation counts, and points accumulate over time with no cap.

But the program goes beyond simple transactions. Points can also be earned by connecting the pump to the DAB Pumps service center via the app — an action that deepens the digital relationship between the installer and the brand — as well as by attending technical training sessions, industry trade shows, or completing surveys. Word-of-mouth is rewarded too: referring a colleague to join the DCLUB earns points as soon as the friend completes their registration.

The DCLUB across three markets: local differences and adaptations

One of the most notable aspects of this project is its ability to apply a consistent program architecture across three very different regulatory, cultural, and market environments. Each country required specific adaptations to the mechanics, rewards, and communications.

United States

The program is open to certified installers and plumbers residing in all 50 U.S. states and the District of Columbia, running from August 2025 through the end of 2026.

The reward structure is the most elaborate of the three markets, with five progressive tiers culminating in a double reward at the top level: either a high-value gift card or an experiential trip for two. This alternative reflects the American appreciation for experience-based rewards, which often outweigh purely monetary value in perceived impact.

Worth highlighting is the weight given to technical training: attending DAB Pumps training sessions is one of the highest point-earning non-purchase actions available — a clear signal of the priority the brand places on the competency of its professional network.

The Netherlands

The Dutch program, open to the full network of installers and plumbers across the country, runs during the same period as the American market.

The structure is leaner — three tiers — and rewards come in the form of gift cards redeemable across a broad multi-brand catalog spanning fuel, groceries, fashion, electronics, travel, and beauty. The variety of categories is a deliberate choice: in a market that values consumer autonomy, offering flexibility in rewards increases the program’s perceived relevance.

Italy

The Italian program, running from January 2026 to January 2027, is open to installers and plumbers based in Italy. The top tier goes beyond financial reward: those who reach the highest level receive a dedicated customer service package for 24 months — a reward that speaks directly to the professional for whom reliable post-sale technical support is a core part of their business.

The complexity of international management

Coordinating a loyalty program across three countries simultaneously is far more than translating a set of rules into three languages. It means navigating three distinct regulatory systems, three different bureaucratic procedures, three reward cultures with different expectations, and three markets with deeply varied channel dynamics.

This kind of project demands a single coordination point: one partner capable of managing operational complexity in each individual market while keeping the broader vision intact and adapting where needed. Promosfera’s expertise across the regulations of 85 countries worldwide makes it possible to turn this complexity into a genuine competitive advantage for the brand.

Strategic takeaways from the DCLUB experience

The DCLUB demonstrates that a B2B loyalty program works when three conditions align:

Simple, transparent digital mechanics
A reward system that genuinely meets the target audience’s expectations — whether financial, experiential, or service-based
Local adaptation that fully complies with each country’s regulations

One program, three markets, one vision

The DCLUB Loyalty Program DAB Pumps is a concrete demonstration of how a B2B loyalty program can be designed with international ambitions while remaining deeply rooted in the specifics of each individual market. This isn’t a copy-paste job — it’s a conceptual platform executed with intelligence and expertise across three very different contexts.

It’s worth remembering: there is no market sector that is “unsuitable” for promotional initiatives. From food and beverage to automotive and industrial hydraulics, every industry can build effective programs — provided it has the right expertise in mechanics design, regulatory management, and reward selection.

Do you want to launch your own loyalty program in Italy and/or internationally?