Case Study: Accelerating ROI
An award-winning program uses A/B testing to increase sales
The Client and Their Past State
A leading automotive aftermarket transmission and driveline-related manufacturer.
The Client’s Current State and Key Results
Enrolled and Engaged
56% of eligible participants were actively engaged in the program.
Pilot A, which rewarded for specific product purchases, saw a 3.5% increase YOY. Pilot B, which rewarded for incremental purchases, saw a 4.1% increase YOY.
A Clear Difference
Steps to Success
This program won three different IMA Excellence Awards in one year in three different categories
How They Got Here
HMI designed and managed two solutions with differing earning structures to test which one would work best for the audience. Personalized 6-month purchase goals were crafted based on a percentage of growth from the prior year’s purchases for all customers. Customers had to reach their purchase goal before they could redeem points.
The pilot program ran for 6 months and provided a core offering to dealer/distributor customers of 2 points earned per dollar for each $1 spent. Customized leaderboards provided sales teams with progress updates and competitive comparisons with other sales teams, creating a friendly but competitive culture and encouraging dealer sales reps to get participants engaged more often and hitting goals.
Strategy & Implementation
Pilot B targeted a population of 1,172 customer accounts. Instead of points earned for strategic product purchases, customers earned 6 points for each $1 purchased after meeting their goal.
Pilot C, the control group, was made up of customers who were not offered the test program. These customers were not rewarded for any purchase behavior.
- Online reward platform
- Personalized goal tracking across multi-rule structure
- Dedicated incentive program management team
- Custom-designed sales leaderboards
- Weekly progress-tracking and strategic monitoring
- Online catalog with order tracking
In-Depth Results Analysis
- A/B Testing was used to eliminate extenuating circumstances, such as co-occurring promotions, from the incentive program results and unique ROI and helped to determine the best earning structure.