Audi
The BIG Question
How do you motivate a small, targeted labour force of independent contractors or dealers that are outside of your direct management?
Our channel incentives and supply chain strategies look to do exactly that; motivate targeted buyers to hit your specific key performance indicators. In this case, how could we influence Audi Canada’s dealers to limit selling generic off-the-shelf parts in favour of premium OEM parts?
The Ask
Our client partners at Audi Canada came to us looking for a solution to help maximize their original equipment manufacturer (OEM) brake part dealership sales. To realize that goal, the proposed program needed to improve the user experience of the existing dealer incentive platform by simplifying the OEM work form submission process, streamline administrator approval of those submissions, and optimize point redemptions for members.
The Strategy
With the proven success of our proprietary rewards platform, our team built a strategy for Audi Canada that would deploy a customized program focused on channel incentives, dealer engagement, and customer loyalty. This new solution would remove manual uploading of OEM work forms, support real time approval and upload of points by program administrators, provide easy user navigation, and enable automated communications to program members. Additionally, the strategy would include building a centralized rewards platform to support both submission and redemption, allowing Audi Canada dealers to easily submit forms verifying OEM parts purchased, edit their submissions as needed, and redeem points from the rewards catalogue, all in one easy-to-use application. The client approved the proposed strategy and our team proceeded to build an innovative program that prioritized user experience and member engagement.
The Results
Since the updated Audi Canada program launched there has been an impressive improvement in performance. By developing this targeted loyalty program sales of OEM parts have risen an average of 15% during brake incentive campaigns over the past 4 years. Audi Canada has also seen an increase from 67% to 82% of dealer members earning “points for parts sold”, while program participation has grown dramatically, with 106% “points earned” growth since year one of the program. With regular reminders sent through their automated email management system, points redemption has reached an all-time high, with 99.7% of points redeemed. Finally, 1 out of 5 rewards redeemed are now OEM branded merchandise, showing members’ authentic connection with the Audi Canada culture and brand.
