Customer Rewards Program Parts & Service Marketing Programs Developed by: Weyforth-Haas Marketing
Objective • Increase Cat parts and service sales with current and potential customers who operate primarily within a dealer’s territory, including: • RV • Medium-duty • Regional/local heavy-duty • Specialty Markets • Increase parts and service profits. • Maintain the relationship with TEPS dealers.
Strategy • Develop a customer rewards program that rewards customers for Cat parts and service purchases with the incentive for future purchases. • Parts • Service • Cat Merchandise
Program Overview • Program enrollment through dealer direct mail and/or counter solicitation: • Parts Counter • Service Counter • PSSR • Target audience to include: • Current customers • SAMS/SMART Selling list
Program Overview • Dealers will utilize the unique customer account number from their business system. • WHM will issue rewards cards to each participant with this customer account number • Cards will be mailed to participants with a thank you letter for their enrollment • Purchases will be tracked at each dealer location by customer/card account number. • Tracked by parent and branch locations
Program Overview • Dealers will provide previous year’s purchases to WHM for enrolled customers. (used to measure success of program) • Dealers will provide purchase transaction data electronically to WHM on a monthly basis to track incentives due to customers. Transaction data to include: • Customer name and address information • Engine serial number (if available) • Invoice number • Invoice sub-total (pre-tax amount) • Qualifying purchases include parts, service or merchandise from any dealer location where the customer is enrolled.
Program Overview • WHM will tabulate reward points based on 2% of total parts, service and merchandise purchases. • WHM will then issue to enrolled dealers: • Monthly report of points accumulation so a reserve account can be set up in their business system for incentive redemptions • Quarterly statement of account activity to participating customers with their accrued points and redemption coupon (if enough points have been accrued) • Coupons are issued if customer has accrued $50 or more in their account • Coupons are valid at any Cat dealer location where the customer is enrolled • Coupon redemption is at point of sale for parts, service and merchandise purchases • Coupon remains valid for 120 days from date of issue • Coupons can not be redeemed at a TEPS dealer
Program Overview • As coupons are redeemed, the reserve account will be credited with the expense. • 50% of the coupons are expected not to be redeemed. • WHM will measure the success of the program by comparing current purchases with previous purchases and report to enrolled dealers.
Customer Rewards Program Overview WHM Develops Rewards Brochure for dealer use to solicit customer enrollment WHM Compiles Response and Final Rewards List Customers Enroll via BRC in enrollment brochure WHM Issues Rewards Cards and Thank You Letter to Customer Dealer Assigns Customer Number and Sends Report Back to WHM Customers Continue on Rewards Program Customer Purchases Tracked at Dealer Location and a Report Sent to WHM Monthly WHM Compiles Data and Tabulates Points Points Accumulation Statement/Activity sent to Dealers Monthly Customer Coupons Redeemed at Dealership WHM Sends Customer Account Activity Statement Quarterly with/without Coupons
Customer Rewards Program • Program costs include: • Development of enrollment brochure for distribution at your parts and service counters, distribution by PSSRs or for a dealer direct mail program. • Thank you card to participants along with their program card • Quarterly redemption statements and coupons • Redemption statements will be sent via e-mail • If customer has earned a coupon, a postcard will be mailed to the customer with the appropriate coupon amount • Program administration and management
Estimated Budget Each enrolled dealer to receive a supply of 2,000 brochures, and monthly customer redemption report. Enrolled customers will receive quarterly redemption statements (including coupons, if earned). If a participating dealer enrolls 500 customers, the first year program investment is just $17 per customer in the first year and $7 in the second!
For questions and to enroll contact: Jan F. King Vice President/Account Supervisor firstname.lastname@example.org Phone: 913/901-2151 Fax: 913/648-5024 Weyforth-Haas Marketing 10561 Barkley, Suite 200, Overland Park, KS 66212