ECP

The Company

Founded in 1978, with over 200 branches in the UK and annual turnover exceeding £900m, Euro Car Parts (ECP) is the UK's leading distributor of after-market motoring parts for light commercial vehicles and all makes and models of cars. Already considered the ‘go-to-guys’ by the independent mechanic industry, ECP have now branched into the retail and specialist contracts markets in recent years with much success.

Their Challenge

"A core incentive solution"


Operating in a highly competitive sector, ECP required the ability integrate all historically tactical incentive activity into one core incentive programme. In response we implemented our Inspire+ incentive platform with additional bespoke data and reporting functionality. Success areas are defined and measured within increase of customer acquisition and retention.

The Solution

"An agile solution to drive long-term loyalty"

We worked with the client to define a reward criteria based on stretch targets to ensure that reward was given for additional performance and not business as usual. The agile nature of Inspire+ allowed the client to quickly remove/amend tactical activity to drive long-term loyalty. The reward accumulation periods ran quarterly with a redemption window and aligned with the customer facing sales incentive programme. Participants could either spend their points during redemption, or get a bonus for saving their points for the next campaign period.

The Result

"An integral partner"

Since 2010 ECP’s turnover has tripled, profit has grown fivefold, the branch network has increased over 122% and employee numbers have increased 260%. During the final redemption window of 2015, over 13,750 active participants ordered over £3m of reward gifts – a 90% points redemption rate. Avinity are delivering an agile new platform to drive more segmented communications and tactical reward, in an even bigger programme, for 2016 and beyond.