A1258608769Aqwzb - PowerPoint PPT Presentation

Title: A1258608769Aqwzb


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Customer Rewards Program Parts Service
Marketing Programs Developed by Weyforth-Haas
Marketing
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Objective

• Increase Cat parts and service sales with current
  and potential customers who operate primarily
  within a dealers territory, including
• RV
• Medium-duty
• Regional/local heavy-duty
• Specialty Markets
• Increase parts and service profits.
• Maintain the relationship with TEPS dealers.

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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

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Customer Rewards Program
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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

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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

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Program Overview

• Dealers will provide previous years 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.

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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

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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.

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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
WHM Sends Customer Account Activity Statement
Quarterly with/without Coupons
Customer Coupons Redeemed at Dealership
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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

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Estimated Budget
1st Year Cost 2nd Year Cost
Enrollment Brochure Mailer includes creative development of brochure, printing and shipping to dealers for distribution. (Qty 2,000 per Dealer year 1 and 1,000 per dealer year 2)
Participant Card and Thank You Letter mailed to each enrolled customer, by WHM.
Database Management Creation of database to maintain current customer enrollment information, historical sales data, input monthly sales data from dealers, produce monthly report of customer sales activity and coupon redemptions.
Quarterly Redemption Statements e-mail to customers with quarterly redemption information follow-up postcard coupon if customer has earned required points.

PER DEALER COST(US dollars) 8,500 3,500
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!
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• For questions and to enroll contact
• Jan F. King
• Vice President/Account Supervisor
• kingj_at_weyforth-haas.com
• Phone 913/901-2151
• Fax 913/648-5024
• Weyforth-Haas Marketing
• 10561 Barkley, Suite 200, Overland Park, KS 66212

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Thank you