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.
"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.
"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.
"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.