The Challenge
The Volkswagen Group is one of the leading car manufacturers in the world, with 700,000 employees and 10 million vehicle deliveries annually across a dozen distinct brands,
Volkswagen Group Ireland supports a network of over 80 retailers nationwide. Volkswagen’s dealer network is key to its success, not just for new vehicle sales, but also for after-sales services, spare parts and commercial supplies like Trade Oil.
One of Volkswagen Group Ireland divisions is TradeLink, which manages the official genuine parts program for Volkswagen, Audi, Skoda, Seat, Cupra and Volkswagen Commercial Vehicles in Ireland. Volkswagen Group Ireland needed a way of running product-specific dealer incentives across its TradeLink network.
Targeting the decision makers in each dealership, these incentives needed to provide strong engagement and communications in the dealer network, and attractive rewards for outstanding sales performance and product loyalty.
The Programme
Amplify created a series of incentives for Volkswagen Group Ireland, each focusing on a specific Volkswagen product, supported by a branded website and offering different incentive mechanics.
The mechanics for each incentive included-
- Loyalty Points
With every purchase of a qualifying product from the TradeLink range, dealerships earn Reward Coins to spend in the programme website Reward Store. - Target Achievement
Every dealer that exceeds its target of specific product ranges each month receives Reward Coins to spend in the programme website Reward Store. - League Tables
Dealers are broken into different leagues to allow dealers to compete on a similar playing field with similar sized dealers. At the end of each quarter, the top 5 winners from each league are awarded Reward Coins to spend in the programme Reward Store.
For Loyalty Points and Target Achievement, Reward Coins are emailed out to dealers every month. For the league table incentives, the updated leagues tables are emailed out to dealers each month, and Reward Coins issued to the league winners every quarter.
The league tables provide an element of gamification which is both compelling and impactful.
All dealers who earn Reward Coins can bank them in their online incentive account, or spend them in the online incentive Reward Store.
Amplify’s extensive Reward Store allows winners to choose products, services and gift cards from all the top retail, ecommerce, travel, hospitality, leisure, lifestyle, experiential and product brands, both local and global.
Amplify provides all account management and customer support. Amplify’s branded incentive eZines are regularly broadcast to keep all participating dealers up-to-date on the latest incentives, rewards and winners.
The Results
Amplify’s Incentive Hub engages the decision makers in the nationwide dealer network, reinforcing the Volkswagen and TradeLink brands, and incentivising loyalty and sales targets in a fun and engaging way.
Incentive Hub makes it easy for Volkswagen to run multiple incentive programs on a single platform with full managed service and support.
Dealers value the investment Volkswagen makes in rewarding them for their ongoing efforts to maximise sales for the Volkswagen brand.
“The incentive programmes we have run on the Amplify platform have enabled us to maximise sales of Volkswagen Group Ireland aftersales parts across our national dealer network while reinforcing Volkswagen Group Brands with key personnel in our distribution network. The branding and customisation options that Amplify offers are second to none.”
Marie-Louise Murray
Area Sales Manager
Volkswagen Group Ireland
