Unlike traditional loyalty programs that reward spending, DELIGHT celebrates life moments—turning customer relationships into heartfelt, memorable journeys
In an age where loyalty programs often blur into a stream of discounts, cashback, and reward points, Home Centre has taken a bold and refreshing detour. With the launch of Home Centre DELIGHT, the brand has crafted a premium loyalty experience rooted not in transactions, but in emotional resonance, celebration, and the joy of gifting.
The results? Nothing short of transformative: a 2.4× increase in repeat visits, 1.4× boost in average transaction values, and 4–4.5% topline contribution from program members—all achieved within the first year of launch.
From Transactional to Transformational: The Genesis of DELIGHT
Launched in 2024, DELIGHT was Home Centre’s answer to the increasingly commoditized loyalty landscape. Most brands were offering the same playbook—spend more, earn points, redeem later. But Home Centre saw a powerful opportunity to deepen customer relationships by aligning rewards with the very essence of its brand: homemaking, celebration, and emotionally meaningful moments.
Extensive customer research revealed that people didn’t want more coupons—they wanted connection, recognition, and experiences that last. From housewarmings to festive dinners and first homes, Home Centre already played a part in significant life moments. DELIGHT was designed to honour and enhance these occasions.
A Loyalty Program Built on Gifting—and Emotion
Rather than rely on deferred gratification, Home Centre made gifting the hero of its loyalty model. DELIGHT members receive beautifully curated physical gifts every two months—seasonal home items that are instantly usable, aesthetically refined, and deeply personal. These gifts aren’t just brand touchpoints; they become a visible part of the customer’s home and lifestyle, reinforcing the emotional bond with the brand.
Each gift—whether elegant home décor, festive dinnerware, or premium lifestyle accessories—is chosen to reflect both utility and celebration. Presented in premium packaging and offered through an experience-rich in-store pickup, the gifting process becomes a memory, not a transaction.
“With DELIGHT, we wanted to go beyond the usual discount-led loyalty programs,” says Rajat Anand, Lead – CRM, Home Centre India. “It was designed to offer something more meaningful and lasting—thoughtful gifts that stay with our members, serving as a lasting reminder of their relationship with Home Centre.”
Customer-First Thinking and Test-and-Learn Rollout
To ensure DELIGHT resonated across diverse consumer segments, the program was piloted in Bangalore (Tier 1) and Coimbatore (Tier 2) over a six-month period. This tiered testing approach helped fine-tune key aspects—gifting frequency, onboarding channels, communication tone, and redemption mechanics.
Based on both quantitative metrics (repeat purchase behaviour, gift redemption rates) and qualitative feedback, the program evolved rapidly. CRM and POS integration ensured seamless enrolment and redemption, while store associates were trained to enhance the member experience through thoughtful engagement.
WhatsApp emerged as the preferred communication channel, offering real-time updates and reminders that felt more conversational than promotional. These personalized nudges helped reinforce the sense of delight—and drove real behavioural change.
“Our goal was to create a loyalty experience that felt more like a celebration than a program,” shares Shikha Mazumdar, Head of Marketing & VM, Home Centre India. “From personalised gifting to WhatsApp engagement, we designed every touchpoint to surprise, delight and retain our customers meaningfully.”
Measurable Impact: Revenue, Retention, and Advocacy
In less than a year, Home Centre DELIGHT demonstrated powerful outcomes—both financial and emotional.
These figures underscore the shift from transactional benefits to emotional loyalty—a strategy that not only drives sales but builds lasting customer relationships.
“With DELIGHT, we’ve gone beyond transactions to truly build a relationship,” affirms Sitaram Kumar, CEO, Home Centre India. “It’s a program anchored in emotion, celebration and value—and it’s delivering results across the board.”
Designed to Scale
Behind its simplicity, DELIGHT is powered by a robust technology backbone integrated with Home Centre’s CRM. The operational design supports real-time performance tracking, compliance with data privacy standards, and consistent execution across 90 stores nationwide. Associate training modules ensure the premium feel of the program is upheld in every interaction.
In-store visual merchandising, digital promotions, and WhatsApp updates work in unison to create a surround-sound brand experience—one that customers feel, not just see. 
Conclusion: Loyalty, Reimagined with Heart
With DELIGHT, Home Centre has elevated customer loyalty from a marketing tool to an emotion-led engagement strategy. In doing so, it has carved out a space in retail where loyalty is not earned through discounts—but through surprise, celebration, and human connection. At a time when brands chase eyeballs, Home Centre is winning hearts—and delivering measurable results.
