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Pirelli - automotive points based reward incentives

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3 6 0 Q U I C KC A S E The Channel Success Platform ™ ARE YOU ON THE RIGHT PLATFORM TO SUPPORT YOUR CHANNEL? www.360insights.com | sales@360insights.com | +1-855-232-7872 Pirelli Prime enabled us to deliver above the key KPIs identified. Jenny Scanlon, Senior Trade & Consumer Marketing Analyst RESULT SCOPE CHALLENGE Sales of premium range Trackable sales claims process Performance visibility for stakeholders SOLUTION Points-Based Reward Incentives Module The Channel Success Platform ™ Strengthen relationship with biggest tire distributor Expand brand awareness within large network Incentivize sales performance Delivered 2688% ROI Increased loyalty with dealer network Strong sales generating tool THE SCOPE Pirelli are one of the world's largest tire manufacturers, but the sales environment is competitive and market share is in demand. Pirelli was looking for a new opportunity to boost awareness and visibility of their brand, keeping at the foref ront, over their competitors. They identified that this could be achieved through an initiative with Micheldever, the UK's biggest tire distributor with a large dealer network. Independent car dealers purchase their tire supplies through Micheldever. This would be an opportunity to build on the strength of their existing relationship and give something back to their customers for purchasing Pirelli. THE CHALLENGE Pirelli was looking to increase the sales of their tires 18" and above premium range. Typically, they are used for high-end models of cars so have a bigger RRP, with higher profit margins. Micheldever had previously run an incentive with a competitor to Pirelli. The challenge was to successfully launch an initiative that would actively engage and onboard the dealers to promote Pirelli product instead. By providing an incentive, dealers wanted to be part of, would boost loyalty, encourage repeat behavior and drive increased sales for key Pirelli SKU's. Pirelli stakeholders required sales claims and performance to easily be tracked and monitored with program results visible to view at all stages of the incentive. THE SOLUTION Inspired by their sponsorship of Formula 1 and usage of 'Prime Tires' in races, the theme was introduced to Pirelli Prime as it implied exuberance, competitiveness and driving performance. A great premise of behaviors to encourage amongst dealers. Over 2000 homologations (variants of tires) were included in the incentive. Dealers registered to take part and earned points based on the type of tires purchased. The larger the tire size, the more points were awarded, as they are traditionally harder to sell through. Dealers were given other opportunities to gain extra points, through the tactical promotions - like double points or Black Friday. Moreover, it was an opportunity to highlight SKU's that weren't performing, maintain momentum of the program or drive user engagement. Points were exchanged for a reward, chosen from the online catalog. Pirelli stakeholders were able to be hands-on with the administration and accountability. Managers were given different access and visibility of the admin section. The reporting dashboards enabled a 24/7 view of the site's performance, budget spent, sales approved/declined; all within user-friendly charts and graphs. C A S E S T U DY P O I N T S - B A S E D R E W A R D I N C E N T I V E S M O D U L E PIRELLI PRODUCES 2688% ROI WITH POINTS BASED REWARDS

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