The brief

 

How do you deliver real engagement and performance in Trade Parts, a market that is saturated with communications that all look alike?

The experience

Car manufacturers have always struggled to sell genuine parts to the trade, due to the competition generally offering lower prices and faster delivery to local garages for similar products.

 

Car manufacturers have struggled to sell genuine parts to the trade

 

20% Whopping uplift in sales

By understanding the customer journey and the ability (or lack) of marketing to intercept a purchase, RLA devised and launched a manufacturer-first reward programme. PERKS was designed to create engagement and pre-disposition to call a PSA Distribution Hub first. A combination of points with every purchase plus competitions for compelling prizes, were delivered via automated, personalised communications.

 

The result

This switch to customer-centric rather than product-focused marketing has really paid off for PSA. A whopping 20% uplift in sales among members has been achieved in the first year – one of the many reasons that we won Masters of Automotive in the Marketing Week Masters Awards 2018.