Strengthening Influencer Loyalty Through Differentiated Rewards Strategy
Learn how BI WORLDWIDE India created a bespoke influencer loyalty program with a carefully curated mix of persona-based rewards and experiences resulting in 2X revenue for a leading Indian automobile brand.
Impact
The program achieved a 2X increase in revenue, a 3X rise in active mechanic transactions, and a 2.5X growth in retail network coverage by leveraging a customised rewards strategy, ongoing training, and targeted communication, driving stronger brand loyalty and sales.
Industry
Automobile
Problem space
Channel Performance
AUDIENCE
Influencers (Mechanics)
Technology
Channel Smart
Challenge
A leading Indian automobile manufacturer sought to strengthen its position in the competitive after-sales service market by engaging its critical influencer community—mechanics. With counterfeit products proliferating in the market, the brand aimed to boost the sales of its genuine auto-parts. However, their existing loyalty program was underperforming, with only 20% of enrolled mechanics actively participating. The lack of consistent communication and visibility on campaigns left mechanics disengaged and passive, limiting the program’s impact on sales and brand loyalty.
Solution
BI WORLDWIDE India developed a powerful, point-based B2B influencer loyalty program tailored for mechanics. The program included:
- Personalised rewards & experiences: The rewards catalog expanded from 70 items to over 10,000, focusing on non-cash, high-impact rewards like appliances and electronics. These rewards resonated deeply with mechanics and their families, creating stronger emotional connections to the brand.
- Ongoing product training: Periodic, high-quality product training sessions increased product awareness and engagement, ensuring mechanics were well-informed about the genuine auto-parts and their benefits.
- Strategic, multilingual communication: By utilising popular channels like SMS and IVR, BI WORLDWIDE India ensured the mechanics stayed informed and motivated through consistent messaging in their preferred language.
- Recognition through celebratory events: Special events were organised to recognize top performers, presenting rewards and creating an atmosphere of healthy competition and loyalty among mechanics.
- Integrated Platform for Real-Time Tracking: An integrated mobile and web-based platform was developed for real-time tracking of performance and rewards redemption, enhancing transparency and ease of use.
Impact
BI WORLDWIDE India’s differentiated rewards strategy, coupled with effective communication and training led to pathbreaking results for the brand:
- 2X growth in revenue
- 3X rise in transactions from active mechanics
- 2.5X growth in retail network coverage
The program underscores how a tailored, non-cash rewards strategy—backed by strategic communication, continuous training, and recognition—can successfully drive brand loyalty among channel partners and deliver significant ROI to the brand.
