Increasing ROI 15:1 in 30 days
How Dealer Ignition increases a manufacturer’s ROI with its independent dealers
Background
Multi-national client with 2,200 dealers was looking for new ways to engage dealers in a sales promotion while reaching customers online. The client’s own research showed their customers were spending more time online shopping and visiting dealers when they were ready to purchase. The client’s dealer base is a mix of independent local and regional stores, large big box retailers and e-commerce savvy companies. Getting consistency online was very challenging.
Issue
The client’s sales team found that during most sales promotions dealers were not promoting the events on their website. The dealers had little to no assets or focus on promoting the brand’s major sales on the website. Relying on dealers to actively promote the promotions and create their own web materials would take too long and did not have brand consistency. Dealers were not receptive to having visitors leave their website to go to the brand’s website and possibly find another competing dealer.
Solution
Dealer Ignition developed a turn-key online promotional network solution to promote a web only sale using Sales Sync and Sale Email. Dealer Ignition’s Sales Sync provided the client with a simple to use and easy to deploy solution. With one line of code the dealer can install the promotional spots on their website.
The promotional spots run on the dealer’s website and when visitors to the site click on the spots Dealer Ignition technology opens the promotion on the dealers website. The dealers do not have to build complicated landing pages. Once the code is added to the website once, the next promotion can run without additional work by the dealer.
Sale Email – engaged the dealers with branded email that they customized and send to their list. Dealers were quickly able to send to their list of customer’s promotional email.
The sales and marketing teams are able to see which dealers are running what programs and the dealer’s can actively promote sales without having to building email templates.
Results
The client measure the results based on redemptions of rebates that were submitted during the sale. Return on investment was 15:1 on wholesale price of products. Customers who purchased through this program spent 3 times as much as was required. 98% said they purchased because they saw the offers, and felt that now was the right time to buy. 400 dealers were launched within 15 days, sales impact achieved in 15 days after launch. Highest redemption of a rebate for a sales promotions in four years.
