Case Studies

Rewards Program for Customers of Leading Automobile Brand

The project was to run a scratch card-based rewards program during festive period to boost sales of the leading automobile brand of the country. Customers who took part in the offer received a scratch card through which they won attractive rewards such as Smart Bands, Headphones, Power Banks, Bluetooth Speakers, Air Fryers, Tower Speakers and LED TVs.

The deliverables were to print and dispatch the scratch cards to dealerships, develop and maintain a mobile app and a portal where the winners could claim their rewards/upload documents, handle all the communication to the winners, verify the documentation and handle the procurement and delivery of all the rewards up to the last point. The biggest challenge of the project was the scale as the number of winners to be contacted were 16000+. The project was limited to the Eastern region of the country and involved dealing with 60+ individual dealerships.

Approach

The key activities in project execution were as follows:

  • Creating scratch codes and mapping them to dealerships so that winners could be tracked easily
  • Creation of an android app for customers to claim rewards and submit documents
  • Creation of a web based system for customers to claim rewards and submit documents
  • Contacting the winners in case of any discrepancy
  • Coordinating timely documentation and validation
  • Verifying the documents for accuracy and validity to prevent fraud
  • Getting the winners to pay the requisite gift tax on a few rewards through Demand Drafts
  • Handling logistics of rewards up to the last mile in remote corners of the country
  • Providing multi-channel support for grievance handling
  • Ensuring zero leakage payouts with audit trails
  • Creation of real time Dashboards through which Dealerships could check the updates of the rewards to their customers

Outcome

  • All the rewards were delivered to the respective winners within time and in full
  • Customers had superior experience of taking part in the activity and engaging with the brand
  • Higher than benchmark savings were achieved through superior procurement of rewards

Topics: Channel / Influencer Loyalty, Campaign Management