JK TYRE
A first-of-it’s kind Dealer Relationship Program
An award-winning program for JK Tyre dealers across India that had a 35% member engagement rate and contributed to 80% of tyre purchasesIn the highly competitive tyres market with multiple international players, JK Tyres wanted to become no. 1 in the Passenger Car Radial (PCR) Tyres category. PCR tyre dealers were a critical component of their sales channel and couldn’t be left out of this ambition.
We introduced a centralized point-based PCR Dealer Relationship Program called the JK Tyres Advantage Program. A first-of-its-kind in the industry, this slab-based loyalty program that rewarded high-performing dealers while giving low-performance dealers an incentive to boost their sales. It wasn’t just a sales-led program; it aimed at building an emotional connect with the dealers and their families.
Personalization was a key component of the program used for communication and scheme planning.
- 80%
Sales contribution from advantage members
- 10%
y-o-y sales growth (vs a 7% growth in the industry)
- 35%
Member engagement
Successfully captured the counter potential of dealers
Silver: Best Loyalty Program category in the Loyalty & Engagement Awards 2017, Singapore
