Driving Behavioral Change Through Data Driven Insights and Campaigns
Learn how BI WORLDWIDE India developed a powerful CRM strategy with deep data analytics and behavioural economics principles resulting in 30% growth in tertiary sales volume for for a global energy and oil brand.
Impact
BI WORLDWIDE India’s efforts led to a 1.7x increase in mechanic enrollment, 2x growth in monthly scans, and a 30% rise in tertiary sales. Overall, the enhanced loyalty program drove higher engagement and significantly boosted sales.
Industry
Energy
Problem space
Channel Performance
AUDIENCE
Mechanic
Technology
Channel Smart
Challenge
A leading global oil & gas brand sought to engage mechanics, their last mile sales influencers, more effectively to boost tertiary sales and enhance brand loyalty through non-cash rewards. They were already running a pan-India app-based loyalty Program for mechanics, however it lacked any personalisation and relied heavily on cash rewards. This created a transactional, one size fits all experience for mechanics, without any significant increase in engagement levels or sales.
Solution
BI WORLDWIDE India applied its unique capabilities in deep data analytics along with behavioural economics principles in order to develop a powerful CRM strategy to drive behavioral change and engagement in the mechanics. After considerable research into the various audience segments and analysis on each segment’s preferences, a multi-pronged communications strategy was deployed, including initiatives like telemarketing, pre-recorded voice messaging, and expanding the languages options from 2 to 8 to better reach the pan-India audience better.
An eclectic rewards catalog, featuring a mix of luxury, utility, and experiential non-cash rewards alongside traditional cash rewards, was introduced with a unique point earning and redemption strategy. This added a layer of differentiation to the Program and motivated mechanics to participate more actively. Winners were celebrated and felicitated at both live and virtual events, where the brand’s senior management was involved, and the celebrations were amplified across the brand’s social media channels.
Impact
BI WORLDWIDE India’s collective efforts on various fronts to make the loyalty Program more appealing and engaging, and less transactional, led to incredible results for the brand:
- 91% Program participants experienced enhanced satisfaction
- 1.7X growth in enrollment of mechanics to the program
- 2X growth in mechanics scanning month on month
- 30% noteworthy growth in tertiary sales volumes
Overall, BI WORLDWIDE India successfully helped the brand drive greater adoption and engagement with its loyalty program, resulting in a measurable increase in sales.
