Increase Channel ROI with the Right Sales Incentive Program
How to Increase Sales with a Channel Partner Incentive Program
This case study demonstrates how a leading global automotive manufacturing company, producing over 1.5 million vehicles annually across eight countries, successfully increased their accessory sales in the US market. The company faced the challenge of declining engagement in its existing promotion, a lack of product and program knowledge among dealership staff, and the need to upsell company-manufactured accessories vs. cheaper off brand products to new and returning customers. To address these issues, they turned to All Digital Rewards (ADR) to revamp their incentive program.
Challenge:
The key challenges included increasing Company manufactured accessory sales to maintain brand commitment and vehicle performance while competing with the aftermarket. ADR needed to reinvigorate the existing promotion, raise awareness of Company accessories’ superior product quality compared to aftermarket alternatives, and boost engagement and sales at participating dealer locations.
Solution:
ADR conducted a thorough analysis of the client’s objectives and consulted with automotive dealers to ensure program success. It became clear that upselling Company accessories to both new and returning customers was critical for the program’s success. ADR implemented a web-based sales claim site that seamlessly integrated into the manufacturer’s dealer system, eliminating the need for multiple logins. The solution included gaming technologies and a knowledgebase to enhance engagement and product knowledge. Each promotion had a unique theme to generate excitement among participants.
Upon launch, the promotion included the following elements:
- Announcement Email and Promo Box: Dealership participants received an announcement email and a promo box containing a welcome letter, informational brochure, themed manufacturer-branded items, and snacks to capture the attention of sales, service, and accessory managers.
- Scheduled Encouragement Emails: Throughout the three-month promotion, participants received scheduled encouragement emails to keep them engaged until the promotion’s conclusion.
- Onboarding for New Employees: New employees at the dealer level received email notifications to encourage their participation in the program.
- Interactive earn to learn game was added to create excitement and help participants learn about Company’s products and services.
- Incentive Rewards: Rewards were issued as sales claim levels were achieved, and engaging instant win games offered participants a chance to win prizes. Grand prizes were awarded at the promotion’s end.
Results:
The revamped promotion yielded outstanding results, including:
- Increased Participation: Claims surged from 32,000 to over 73,000 in a three-month period.
- Improved Accessory Product Knowledge: Participants showed heightened awareness and knowledge of accessories.
- Significant Sales Growth: Genuine Accessory sales increased by a remarkable 800%.
- Strengthened Brand Advocacy: The promotion not only boosted sales but also educated dealer sales, service, and accessory participants about the manufacturer’s commitment to vehicle performance and brand advocacy.
Conclusion:
This case study demonstrates how innovative strategies, advanced technologies, and a focus on engagement and product knowledge can lead to substantial sales growth and brand advocacy in the automotive industry. By partnering with ADR, the manufacturer successfully transformed its Accessory Sales program, achieving remarkable results and strengthening its position in the market.
Contact us today to learn how we can customize a Channel Partner Incentive Program for your organization.
