Dealer of the Year incentive

Rewarding Kumho's best dealers for more than sales volume.

RewardCo designed and ran Kumho Tyre Australia's Platinum Dealer of the Year programme. It scored Platinum dealers on six areas of their business and kept them up to date every month.

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Example screen: a dealer's phone in the Dealer of the Year programme showing 60 points for a 60% Kumho sales mix, 100 points for a store presentation pass, 100 points for using the quarterly marketing fund and 1 point for a Road Hazard Warranty registration, with a note that the monthly leaderboard has been updated. Sample screen.

Example screen, not the client's live programme.

Client snapshot

Industry
Tyres
Country
Australia
Participants
Kumho's Platinum dealer network in Australia
Modules
Incentives and targets, a programme website with leaderboards, email and SMS updates
Run by
Have RewardCo run it. RewardCo designed and ran the programme for Kumho Tyre Australia.

The challenge

The challenge

Kumho Tyre Australia wanted its Platinum dealer incentive to do more than reward product sales and volume. It wanted to encourage dealers to reach best-practice results across their tyre retailing businesses: supporting Kumho campaigns, attending training and achieving defined sales targets. That meant scoring dealers on more than one kind of result, showing them where they stood through the year and recognising the best of them.

The programme

What they set up

  1. Six ways to score

    Dealers earned points in six segments set by Kumho: sales mix, product bonuses, campaign bonuses, store presentation, marketing and advertising, and credit and account.

  2. Points for sales mix

    Points matched the Kumho share of a dealer's units, so a 60% share earned 60 points. Below 60% the points were halved: a 50% share earned 25.

  3. Bonuses, presentation and marketing

    Product bonus targets and points were set during the season, from April to September. Campaign bonuses earned 1 point for each Road Hazard Warranty, kilometre warranty or current promotion registration. A store presentation pass earned 100 points, and using the quarterly marketing fund earned 100. To be eligible, a dealer's account had to be paid within terms.

  4. A programme website

    Dealers tracked their progress on a programme website built for Kumho. Sales data was imported each month and measured against cumulative targets.

  5. Monthly emails and SMS

    Each month, dealers and Kumho's Business Development Managers received an email with the leaderboard as a PDF. SMS messages marked progress and milestones, with the wording tailored as the programme neared its end.

  6. Run day to day by RewardCo

    RewardCo handled the programme's administration, from password resets to data changes such as merging dealer accounts and adding new Platinum dealers.

Results

Results

Kumho told RewardCo it found the tailored approach highly effective compared with other incentive companies it had dealt with, and that by focusing on the right mix of goals and objectives the programme succeeded in “getting the crucial things right”.

  • RewardCo designed 12 awards for the Platinum Dealer of the Year conference, from the Kumho Loyalty Award for the highest ratio of Kumho tyres to total units to the Kumho Hero of the Year Award for the best dealer overall.
  • The awards recognised more than sales: the most continual monthly improvement, the best use of marketing budget, the most consistent payments within terms, the most active participation in the programme and the best new Platinum dealer.
  • Trophies, plaques, certificates, cash prizes and gift vouchers for staff of winning dealerships were among the forms of recognition considered.

In the client's words

Getting the crucial things right.

Marketing, Kumho Tyre Australia

Modules in this programme

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