{"id":1939,"date":"2025-06-12T11:31:34","date_gmt":"2025-06-12T01:31:34","guid":{"rendered":"https:\/\/212f.com\/nz\/case-studies\/bridgestone-dealer-incentive-program\/"},"modified":"2025-08-21T11:12:22","modified_gmt":"2025-08-20T23:12:22","slug":"automotive-aftermarket-incentive-program","status":"publish","type":"case-study","link":"https:\/\/212f.com\/nz\/case-studies\/automotive-aftermarket-incentive-program\/","title":{"rendered":"Automotive Aftermarket Reseller Program"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\">Empowering independent dealerships with accessible, flexible B2B rewards in the competitive automotive tyre market.<\/h2>\n\n\n\n<p class=\"has-text-align-center\">How a points-based incentive program put the rubber to the road\u2014fueling engagement, spend, and dealer loyalty from Taup\u014d to Te Awamutu.<\/p>\n\n\n\n\n<section class=\"case-study-data-block no-padding col-12 row\">\n\n\n\n\n<div class=\"graphic-image col-12 no-padding row flex-center flex-middle\">\n\n\n<ul class=\"col-12 no-padding row flex-center\">\n        \n    <li class=\"col-6 col-4-l row flex-center\">\n            <div class=\"number\"><span class=\"counter\" data-to=\"98\">98<\/span><\/div>\n                            \n                    <div class=\"text col-12 no-padding text-center\">\n                            <p>% Engagement<\/p>\n                    <\/div>\n                <\/li> \n\n                    \n                    <li class=\"col-6 col-4-l row flex-center\">\n            <div class=\"number\">4.7mil<\/div>\n                            \n                    <div class=\"text col-12 no-padding text-center\">\n                            <p>Points Redeemed<\/p>\n                    <\/div>\n                <\/li> \n                           \n\n\n\n\n\n\n \n\n<\/div>\n\n<ul class=\"the-pain-points col-12 no-padding row flex-center flex-top\">\n\n<li class=\"items col-12 col-6-t col-3-l row flex-center\">\n<a href=\"https:\/\/212f.com\/insights\/customer-retention-b2b-loyalty\/\" title=\"https:\/\/212f.com\/insights\/customer-retention-b2b-loyalty\/\"><div class=\"text-icon\">\n\n\n<?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-ce3c8dfd-d3ed-4292-ac6f-757b4d9e68e5\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 120 120\"><defs><style>.uuid-72d252ad-158b-49c5-a572-b6fd205e9c79{clip-path:url(#uuid-f50aca42-aec2-440e-8ce3-cc15a280b602);}.uuid-8e8fe68b-a867-4118-90f3-95ae5fbc6435{fill:none;}.uuid-7676ae75-759d-4655-8cb8-a679178bfe32{fill:#d2232a;}<\/style><clipPath id=\"uuid-f50aca42-aec2-440e-8ce3-cc15a280b602\"><rect class=\"uuid-8e8fe68b-a867-4118-90f3-95ae5fbc6435\" x=\"19.784\" y=\"32.75449\" width=\"80.43201\" height=\"54.49103\"\/><\/clipPath><\/defs><rect 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           <h6>Customer Retention<\/h6>\n\n\n<\/div>\n\n<\/a><\/li>\n     \n<li class=\"items col-12 col-6-t col-3-l row flex-center\">\n<a href=\"https:\/\/212f.com\/incentive-and-reward-programs\/\" title=\"https:\/\/212f.com\/incentive-and-reward-programs\/\"><div class=\"text-icon\">\n\n\n<?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-613a1f4d-2fd0-450c-a0d7-65c853b42f02\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 120 120\"><defs><style>.uuid-1cc2a792-bc10-45bb-99a2-46dc817bf1e6{fill:none;}.uuid-c924ecc5-db13-4307-88f4-9a39dfbd7907{clip-path:url(#uuid-9e44bbd5-6f50-48b3-be13-edf75164c76d);}.uuid-7637350c-b4c9-430d-8158-a3b09f81cb94{fill:#d2232a;}<\/style><clipPath id=\"uuid-9e44bbd5-6f50-48b3-be13-edf75164c76d\"><rect class=\"uuid-1cc2a792-bc10-45bb-99a2-46dc817bf1e6\" x=\"18.97449\" y=\"17.52249\" width=\"82.05103\" height=\"84.95502\"\/><\/clipPath><\/defs><rect 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           <h6>Channel Engagement<\/h6>\n\n\n<\/div>\n\n<\/a><\/li>\n     \n<li class=\"items col-12 col-6-t col-3-l row flex-center\">\n<a href=\"https:\/\/212f.com\/insights\/greater-share-of-wallet\/\" title=\"https:\/\/212f.com\/insights\/greater-share-of-wallet\/\"><div class=\"text-icon\">\n\n\n<?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-a96f98f3-b894-4649-9c62-4483f8ed3bf1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 120 120\"><defs><style>.uuid-9dacf1ae-7d3c-49df-a59c-3efc0b4ba6dd{clip-path:url(#uuid-4aad9ee0-d1ea-4a4a-a6fb-a0771217821c);}.uuid-d8401e69-48a7-4df9-ae4e-9795bd1db357{fill:none;}.uuid-80173dd3-fcbd-4c5e-9909-b66a17a1d37f{fill:#d2232a;}<\/style><clipPath id=\"uuid-4aad9ee0-d1ea-4a4a-a6fb-a0771217821c\"><rect class=\"uuid-d8401e69-48a7-4df9-ae4e-9795bd1db357\" x=\"27.60303\" y=\"27.604\" width=\"64.79395\" height=\"64.79199\"\/><\/clipPath><\/defs><rect 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           <h6>Study Tour<\/h6>\n\n\n<\/div>\n\n<\/a><\/li>\n         <\/ul>\n    \n<\/section>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section  class=\"fifty-block col-12 no-padding section-margin row  alignfull\" style=\"background: url(https:\/\/212f.com\/nz\/wp-content\/uploads\/sites\/3\/2025\/06\/Untitled-design-17.png); background-position: center center; background-repeat: no-repeat; background-size: cover;\">\n\n\n    <div class=\"text-side col-12 col-6-l no-padding row flex-center dark-grey  image-right \">\n\n        \n    <div class=\"text-wrapper\">\n<h2>The Challenge<\/h2><p>The manufacturer faced increasing pressure in a fragmented and fiercely competitive tyre market, where price-sensitive buyers and dealership autonomy made brand preference difficult to sustain.<\/p>\n<p>While their reputation as a premium brand remained strong, the influx of cheaper, lower-tier alternatives created a race-to-the-bottom environment. Compounding this challenge was the legacy of a travel-based incentive model that disproportionately rewarded larger dealerships, leaving many regional and smaller outlets disengaged.<\/p>\n<p>With participants seeking both tangible and aspirational rewards\u2014and market conditions limiting traditional sales growth\u2014they needed a strategy that balanced inclusivity, motivation, and premium brand positioning.<\/p>\n\n\t\t\t\t\t\t\t\t\t<div class=\"row\"><a class=\"button button-default-color bubble-button\" href=\"\/b2b-solutions\/incentive-programs\/\"\n\t\t\t\t\t>Discover our incentive solutions<\/a><\/div>\n\t\t\t\t\n\t\t\n        <\/div>\n\n\n\n    <\/div>\n\n\n    <div class=\"image-side none flex-l col-6-l no-padding row image-right\">\n        \n    <img decoding=\"async\" src=\"https:\/\/212f.com\/nz\/wp-content\/uploads\/sites\/3\/2025\/06\/Untitled-design-17.png\" alt=\"bridgestone dealer incentive program reward program automotive b2b\">\n\n        <\/div>\n<\/section>\n\n\n\n\n\n<section\nclass=\"list-block block-section alignfull col-12 row dark\"\n>\n\n<div class=\"row container container-xxl flex-top\">\n<div class=\"row col-12 no-padding flex-top\">\n\n<div class=\"block-title-section row col-12 no-padding col-8-xxl\">\n\n<div class=\"col-12 col-10-xxl no-padding\">\n<h2 class=\"\">\nThe Objectives\n<\/h2>\n\n<\/div>\n\n<\/div>\n\n\n\n<ul  class=\"the-columns col-12 no-padding row flex-center flex-top\">\n<!-- Column layout depending on the switch value -->\n<li class=\"items col-12 col-6-t col-4-l no-padding\">\n\n\n<!-- Content loop with optional icon, title, text area, and link -->\n\n\n        \n        <div class=\"item-wrapper\">\n                    <div class=\"text-icon\">\n\n\n                    <?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-a96f98f3-b894-4649-9c62-4483f8ed3bf1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" 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           <\/div>\n            \n        <div class=\"text\">\n                <!-- Display list title and text area -->\n                                <h5>Customer Retention and Engagement<\/h5>                <p>Build long-term engagement through relevant, rewarding experiences.<\/p>\n\n                <\/div>\n\n\n                <\/div>\n                <\/li>\n\n<!-- Column layout depending on the switch value -->\n<li class=\"items col-12 col-6-t col-4-l no-padding\">\n\n\n<!-- Content loop with optional icon, title, text area, and link -->\n\n\n        \n        <div class=\"item-wrapper\">\n                    <div class=\"text-icon\">\n\n\n                    <?xml version=\"1.0\" encoding=\"UTF-8\"?><svg id=\"uuid-d6046adb-3e77-43c3-9510-f520e2e7b9dc\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"120\" height=\"120\" viewBox=\"0 0 120 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customer-centric solution provider.<\/p>\n\n                <\/div>\n\n\n                <\/div>\n                <\/li>\n\n\n<\/ul> <\/div>\n\n\n\n\n\n<div class=\"the-ctas row col-12 no-padding flex-center flex-middle \">\n\n\n    \n\t\t\t\t\t\t\t\t\t<a class=\"button button-default-color bubble-button\" href=\"\/contact\"\n\t\t\t\t\t>Let&#8217;s chat<\/a>\n\t\t\t\t\n\t\t<\/div>\n\n<\/div>\n\n<\/section>\n\n\n\n\n<section   class=\"two-column-block block-section alignfull col-12 row   dark\"\n\t\t  style=\"background-image:url(https:\/\/212f.com\/nz\/wp-content\/uploads\/sites\/3\/2024\/10\/grey-waves.png);background-repeat: no-repeat;background-size: cover;background-position: top center;\" >\n\n\n\t<div class=\"row flex-start container container-xxl\">\n\n\t\t<div class=\"block-title-section row col-12 col-8-l no-padding \">\n<div class=\"col-12 no-padding\">\n<h2 class=\"\">\nThe Solution\n<\/h2>\n\n<\/div><div class=\"block-text-area col-12 no-padding p-size \"><p><strong>Points-Based Incentive Program:<\/strong>\u00a0212F designed and deployed a two-stream reward strategy tailored to change the behaviour and preferences of rural producers. The first stream, a points-based loyalty program allowed customers to accumulate points by purchasing eligible products, which could then be redeemed through a curated online rewards catalogue.<\/p>\n<p>This ongoing stream ensured year-round engagement and appealed to those looking for consistent, cumulative value. With over 2,000 producers registered and hundreds of redemptions processed, the loyalty program established a strong foundation of brand engagement.<\/p>\n<p><strong>Personalised &amp; Desirable Rewards:\u00a0<\/strong>While the initial promotions primarily offered e-vouchers, functioning as a simple cashback-style incentive, this approach lacked the personal relevance and tangible appeal identified as key drivers for engagement.<\/p>\n<p>Recognising this, we took a more targeted approach in the following year by tailoring the rewards to better align with the interests and lifestyles of the primary audience,; producers and farmers. A demographics specific curation of rewards that offered practical value and everyday usefulness, with the standout favourites being a portable fridge\/freezer. Other popular reward items included branded jumpers and home security cameras.<\/p>\n<\/div>\n<div class=\"col-12 no-padding  moretext \">\n<p data-start=\"168\" data-end=\"556\"><strong data-start=\"168\" data-end=\"209\">Inclusive Rewards for All Dealerships<\/strong><br data-start=\"209\" data-end=\"212\" \/>To ensure participation wasn\u2019t limited by dealership size or location, the client shifted from a traditional \u201cTop 25\u201d travel incentive model to a scalable points-based system. Every dealership could now earn rewards based solely on their eligible product orders\u2014democratizing access and motivating a broader network to engage with the program.<\/p>\n<p data-start=\"558\" data-end=\"874\"><strong data-start=\"558\" data-end=\"591\">Low Barriers, High Engagement<\/strong><br data-start=\"591\" data-end=\"594\" \/>The introduction of low-load RL cards was a strategic move to remove entry barriers and increase redemptions. By making rewards accessible at even modest point levels, dealerships were empowered to see immediate value\u2014turning everyday transactions into tangible, personal benefit.<\/p>\n<p data-start=\"876\" data-end=\"1245\"><strong data-start=\"876\" data-end=\"904\">Flexible Travel Pathways<\/strong><br data-start=\"904\" data-end=\"907\" \/>Acknowledging the appeal of aspirational travel, 212F developed attainable travel packages co-funded by the customer and participants. These itineraries, focused on brand and cultural immersion (e.g. the client&#8217;s Japanese heritage), were designed to inspire without relying on aggressive growth metrics during a challenging market period.<\/p>\n<p data-start=\"1247\" data-end=\"1568\"><strong data-start=\"1247\" data-end=\"1295\">Platform-Driven Community and Brand Building<\/strong><br data-start=\"1295\" data-end=\"1298\" \/>The digital rewards platform was also leveraged as a communications hub\u2014enabling regular engagement, peer recognition, and Head Office visibility. This elevated the program beyond pure transactions, strengthening the connection between dealers and the brand.<\/p>\n<\/div>\n<p class=\"moreless-button\">Read more<\/p>\n\n\n\n\n<\/div>\n\n\t\t<div class=\"right-side col-12 col-4-l no-padding\">\n\t\t\t\n\t\t\t\t\t <\/div>\n\n\t\n\n\t<\/div>\n\n\n<\/section>\n\n\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\t<section   class=\"two-column-block block-section alignfull col-12 row dark flip\"\n\t\t>\n\n\t<div class=\"row  flex-start container container-xxl\">\n\n\t\t<div class=\"block-title-section row col-12 col-8-l no-padding \">\n<div class=\"col-12 no-padding\">\n<h2 class=\"\">\nThe Outcome\n<\/h2>\n\n<\/div><div class=\"block-text-area col-12 no-padding p-size \"><p>Proof that good things come to those who rotate\u2014the program&#8217;s rewards kept on rolling.<\/p>\n<p data-start=\"187\" data-end=\"474\"><strong data-start=\"187\" data-end=\"242\">Strong Platform Engagement and Dealer Participation<\/strong><br data-start=\"242\" data-end=\"245\" \/>Since launch, 98% of participants have logged in at least once, with an average of 65% returning each month. These figures highlight the sustained relevance and usability of the rewards platform in everyday dealership operations.<\/p>\n<p data-start=\"476\" data-end=\"813\"><strong data-start=\"476\" data-end=\"531\">Consistent Redemption Activity and Value Perception<\/strong><br data-start=\"531\" data-end=\"534\" \/>An average of 50 redemptions are made monthly, with 25 unique participants contributing\u2014demonstrating both frequency and breadth of engagement. Notably, 34% of all points earned have already been redeemed, despite no expiry pressures until 2026, signaling strong perceived value.<\/p>\n<p data-start=\"815\" data-end=\"1164\"><strong data-start=\"815\" data-end=\"860\">Strategic Impact Despite Market Pressures<\/strong><br data-start=\"860\" data-end=\"863\" \/>While the tyre market has trended downward since program inception, the introduction of RL cards in August 2024 marked a turning point. Program data shows a positive, upward trend in points spend-to-earn ratio\u2014an indicator of deeper engagement and behavioral reinforcement, even in a stagnant economy.<\/p>\n<p data-start=\"1166\" data-end=\"1556\"><strong data-start=\"1166\" data-end=\"1207\">Positive Sentiment and Brand Affinity<\/strong><br data-start=\"1207\" data-end=\"1210\" \/>Anecdotal feedback from the client suggests high levels of satisfaction among dealers, with many valuing the program as a practical and appreciated benefit\u2014particularly in a climate where cash incentives are harder to come by. Feedback also reflects excitement around upcoming travel opportunities, reinforcing emotional connection to the brand.<\/p>\n<\/div>\n\n\n\n\n<\/div>\n   \n\n\t\t\n\n<div class=\"col-12 col-4-l select-image right-side flex-middle row\">\n\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/212f.com\/nz\/wp-content\/uploads\/sites\/3\/2025\/06\/Untitled-design-16.png\" alt=\"bridgestone dealer incentive program reward program automotive b2b\">\n\t\t\t\t\t\t <\/div>\n\n\t\t\t\n\n\n\t\n\n\t<\/div>\n\n\n<\/section>\n\n\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n \n\n<section class=\"pre-footer-block block-section row col-12 alignfull flex-center\">\n  <div class=\"container container-xxl no-padding row flex-top\">\n    <div class=\"col-12 col-6-l row flex-center\"> <script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\nvar 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