Project Description

Consumer Durable major: High-tech + High-touch Dealer Engagement Ecosystem

Challenge
A leading consumer durable brand invited Direxions to partner with them to engage with their Dealers. The brand was hitting a roadblock with scaling up which created inconsistencies and operational challenges that could not be easily resolved. The brand also wanted a more compelling and consistent communications strategy to boost engagement and sales.

Solution
At the outset, Direxions built an intuitive customised web and mobile-based contact-ability platform to help the Distributors’ Sales executives capture details like Dealer’s shop name, Unique Id, Store address, home address and held e-training modules. This simplified the onboarding process with OTP verification.

Eligible Dealers were welcomed into the tiered program, with multi-lingual physical welcome kits, through which Program details were shared. Dealers, upon realisation of the tier based giveback, clear and consistent communication of targets and achievements, were now responding to sales nudges. We crafted personalised targets based on past performance and nudged them to move up the performance bands.

The program took on regional flavours with different festivals greetings being shared. Besides hard-core sales campaigns, we also devised engagement campaigns to strengthen the emotional bond between the Dealers and the brand.

We communicated consistently with Dealers through multiple media- SMS, IVR, WhatsApp and email on upcoming sales contests and campaigns.

Results
Contactability of Dealers: 99% of Dealers could be contacted via their mobile

Sales achievement: 28% increase in sales from Dealers (FY23 v/s FY 24)

Frequency of purchase:

  • 84% of Topmost tier of Dealers purchased all 12 months
  • 69% of the next tier of Dealers purchased all 12 months

The brand witnessed a significant uptick in engagement and sales amongst it’s Dealers, an hitherto ignored audience, creating opportunities for better business outcomes for both the Dealers and the brand.

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