Overview

When it comes to car servicing and maintenance drivers have little knowledge or preference when it comes to which engine oil to select for their vehicle. Generally, they trust their local mechanic or workshop to select which engine oil is best to prolong the life and efficiency of their car and aren’t even part of the decision-making process.

Solution

As part of Valvoline’s overall strategy to support mechanics, drive sales and build long-term customer loyalty through the channel, we created the Valvoline Bana Lakhpati. A points-based program to drive product advocacy and awareness by rewarding mechanics and independent workshop owners who promoted and purchased Valvoline products.

The program allowed both mechanics and workshop owners to earn points by scanning coupons on Valvoline products and invoices. Allowing participants to collect points directly via a tailor-made WhatsApp platform where points could then be redeemed against a variety of rewards including cash incentives (NEFT, UPI, Paytm wallet, or Amazon Pay GV), electronics, and other products.

A tiered approach was also incorporated into the program to encourage a higher level of participation. Rewarding higher and more frequent participants with larger rewards and more significant prizes including becoming a “Lakhpati” (someone who has earned at least ₹100,000).

Impact

By creating a customized loyalty program for Valvoline retailers along with a detailed reporting panel for the management, we were able to unlock and harness transaction data to drive far greater product advocacy and awareness through the channel resulting in much higher increased and prolonged sales PAN India. Significantly increasing engagement and on-going participation with independent mechanics and workshop owners.