Leading tractor manufacturer increases reach through referrals
Automobiles
India's Largest tractor manufacturing company garnered success and an increase in the sales through referral redemption with help of ABMPL's rewards fulfillment model and reach
Although early on there was a referral program, comparative sales increase couldn’t be seen as the end customer reach was limited only to Class A & B towns. Moreover communicating with the interior rural and remotest population posed a separate set of challenges. ABMPL understood customer satisfaction to be a key factor that could help drive the program and thus proposed a solution revolving around it. The effort vastly improved the company’s redemption cycle and gifts reach thereby adding more and more referrals .
The Problem
Client’s reach for redemption was limited and thus a sizable portion could not be engaged
Most of customers of the client were in the remotest of the location posing problems first for reach and second to maintain timelines
Communication with the end customer as most were from class D towns and did not have enough resources
Product Catalogue options had to appeal to this class of society
Challenges
Ensure delivery in the remotest location within assured TAT
Communication and Availability of the end customer
Providing catalogue options that fit both in budgeted slabs as well as appeal to end customer class of the client
Assurance and Availability of products for over 3 years without price fluctuations and high inclusion of fast moving categories like mobile phones and FMCD
Solution
ABMPL thoroughly researched and found out the nitty gritty of the loyalty program and fulfillment. ABMPL build a strong network of logistics partners as well as used vendor management techniques along with its experience in handling customers in remote towns. It then devised a planned action, deployed technology and fulfillment strategy to help client touch every customer in the interior-most of the places
Results
ABMPL’s well thought action plan and fulfillment strategy helped client reach out to maximum people and create high engagement spirit via appealing rewards thereby increasing referral sales.
The effort not only reduced the company’s delivery timelines but also the RTO origin saw a phenomenal dip. This helped client to have extremely satisfied customers and in-turn induce loyalty.
By the numbers, the effort led to:
Return to Origin (RTO considering at most interiors)< 0.5%
Increased customer satisfaction ratio by 30%
Increased redemption by 15%