GM Modular: influencer + retailer for electricians & retail counters
Modular switches sit in a peculiar middle: low enough ticket that the counter can sway the choice, visible enough that the electrician's aesthetic recommendation matters, and premium-tiered enough that range-selling decides brand economics. Legacy engagement in the category ran on physical coupons inside boxes — a mechanism with no identity, no data, and leakage nobody could measure.
The challenge
GM Modular's paper-coupon scheme settled in 60+ days, leaked an estimated fifth of its spend to harvesting and counterfeit coupons, and produced zero intelligence about which counters or electricians actually moved premium plates. The brand needed to migrate a coupon-habituated trade to digital without losing them in the transition.
What Unotag did
Coupon-to-QR migration design
Unotag designed a phased migration rather than a hard cutover: for one quarter, packs carried both the legacy coupon and the new QR with a visible earn-rate premium on the QR. The trade migrated itself — scanning paid more, instantly. Coupon redemption wound down on schedule with no field revolt, the failure mode that kills most digitisation attempts in this category.
Dual-audience program on one identity graph
Electricians earn per inner-box QR scan; counters earn via OCR-verified invoice uploads — both on linked profiles, so the platform sees the electrician-counter relationship. Range-selling logic was encoded for counters (multipliers for billing 4+ product lines) and streak logic for electricians (consecutive premium-plate scans).
Display verification by photo-AI
GM Modular's display schemes had been settled on field-team judgment — contested, inconsistent, and expensive to audit. Unotag replaced this with AI-scored display photos: counters submit shelf images, the model scores brand prominence and planogram compliance, and scheme payouts follow the score with the image as audit evidence.
Settlement re-engineering
Unotag rebuilt settlement from claim-based to computation-based: achievements derive continuously from verified scans, invoices and display scores, so period-end settlement became an approval step instead of a reconciliation project. The cycle went from 60+ days to 7.
Leakage forensics on the legacy scheme
As part of onboarding, Unotag ran a forensic audit of two years of coupon redemptions — quantifying duplicate patterns, geographic anomalies and dealer-concentration that pointed to harvesting. The recovered budget funded the new display layer at flat net cost.
The value Unotag added
Leakage converted into program budget
Serialised single-use QR validation eliminated coupon fraud structurally; the forensic audit gave finance the number, and the saving funded engagement expansion without new spend.
Range-selling became visible and buyable
Counter-level line-billing data exposed which outlets sold the catalogue and which sold one hero SKU — and the multiplier scheme moved the long tail measurably.
Settlement credibility rebuilt trade trust
Seven-day, dispute-free settlement reversed years of scheme cynicism; participation in subsequent schemes rose because the trade believed the payout.
An auditable display network
Photo-AI scoring turned visibility spend from a field-team argument into an evidence-backed, queryable asset.
What made it work
1. Paying a visible premium on the new channel migrates trade behaviour without mandates.
2. Linking electrician and counter profiles revealed — and monetised — the relationship between them.
3. Computation-based settlement is the single biggest trust lever in trade schemes.
Facing the same challenge?
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