About Pacific Packaging Australia
Pacific Packaging Australia supplies the tonne bags and bulk containers that keep construction sites, farms, and manufacturers running. Ten years in, about half its revenue comes from customers who keep coming back, not because of a sale, but because their operations demand it.
When Dotdigital built its loyalty product, Managing Director Sabi Brar signed up early, becoming one of the first businesses live on Dotdigital Loyalty. Retail brands have plenty of loyalty playbooks to borrow from. A B2B supplier gets none, and Pacific Packaging Australia wanted to be first in line to build one that actually fit.
There’s no such thing as an impulse buy here
Pacific Packaging Australia’s customers don’t shop on a whim. A procurement contact reordering tonne bags is weighing price, reliability, and whether the supplier turns up on time, not chasing a badge or a flash sale. A traditional loyalty program just wouldn’t suit their customers.
- No playbook to borrow. Loyalty programs are built for retail. Pacific Packaging Australia’s customers buy on need, on their own timeline.
- The loyalty was already there, just unrewarded. Customers kept coming back for the product and the service, but nothing recognized it.
- Rewards had to match real buying cycles, not quick, frequent purchases.
“Loyalty for us was never about handing out discounts” Sabi says. “It’s the product quality and the service around it. Get that wrong once with a business customer and they’re gone. PackPoints was about rewarding loyalty we’d already earned, not manufacturing it from scratch.”
Dotdigital Loyalty, built for a business that runs on need, not impulse
Phase 1: Designing for reality, not retail
There was no obvious off-the-shelf loyalty playbook that fitted Pacific Packaging Australia’s B2B buying cycle, so the team worked directly with Dotdigital to build one from the ground up, launching PackPoints on Dotdigital Loyalty with four mechanics designed specifically for a non-impulse audience:
- A welcome bonus that’s already a reward. Every member starts with 250 points, exactly enough for an A$10 voucher. New members can redeem real value before placing a single order.
- Points that build fast, because orders are big. Members earn 1 point per A$1 spent. With average orders well over A$250, most customers cross another reward threshold in a single purchase.
- A tier ladder built for long relationships. Rewards scale from a A$10 voucher at 250 points to A$100 at 2,500, giving bigger or more frequent buyers a reason to keep climbing.
- Tiers based on real purchase behavior, not guesswork. Using order value and typical gaps between purchases, the team modeled customer segments similar to champions, loyal customers, and at-risk accounts, then set a 12-month point expiry to match how long Pacific Packaging Australia’s customers actually take between orders.
“We pulled data from both the Dotdigital and Shopify dashboards to figure out what a genuinely loyal customer looked like for this business, then built the tiers around that pattern,” says Kayla Wilks, Customer Success Director at Dotdigital. “The one-year expiry wasn’t a guess. It matched real buying gaps, so it nudges without ever feeling out of reach.”
“There’s no impulse buying in our world,” Sabi adds. “What PackPoints does is make sure that when the need does come around, we’re the ones with something extra waiting for them.”
Phase 2: Making the reward visible
Early on, customers couldn’t easily see their own progress. The fix: a points progress bar built into the mini cart, showing members exactly how close they were to their next reward.
“Once we added that little bar showing people how close they were, redemption picked up noticeably,” Sabi says.
Phase 3: Letting the data lead
With the program live and working, the team turned to Dotdigital’s reporting to see what was actually driving results, and started planning the next round of visibility, including surfacing loyalty more prominently on product pages ahead of a site refresh.
If a customer couldn’t redeem their points at checkout, I’d hear about it immediately. I haven’t heard a word, and that tells me it’s working exactly as it should in the background.
Sabi Brar, Managing Director, Pacific Packaging Australia
The best customers just got a reason to order even more
Seven months after launch, PackPoints has 20,000 members, and repeat purchase rate climbed from a 1.39% baseline to a peak of 6.38%, 4.6x where it started.
The clearest signal that this is having a positive impact on revenue is in the tiers. Top-tier members reorder at 85.71%, against 13.57% at entry level, and place average orders of A$1,187.38, more than six times the entry-tier average.
In a business built on need rather than impulse, the reward was never going to create demand out of nothing. It just had to be there the moment demand showed up, and with Dotdigital Loyalty, it is.
More visibility, and a bigger role for loyalty this year
Pacific Packaging Australia isn’t done building on Dotdigital Loyalty.
“The next phase for us is getting deeper into the data, and making sure Loyalty works hand in hand with everything else we run through Dotdigital,” Sabi says.
That includes surfacing points more prominently across the website, and a bigger role for loyalty in this year’s Black Friday campaign. The first points-expiry emails are also due to fire soon, once early members hit their 12-month mark, aimed at re-engaging lapsed members – making the business case for loyalty even stronger.
