Gamification reenergised an automotive brand’s sales incentive programme

Flexible rewards and gamification reenergised a leading automotive brand’s sales incentive programme

dealership employee using ITA Group incentive platform

When a top automotive brand faced stagnant sales and rising customer expectations, leadership needed to improve its market position. A revamped channel partner incentive programme with gamification and rewards for training and achievements led to massive sales increases and client satisfaction. With participation improvements, the brand didn’t just regain sales momentum – it strengthened its brand loyalty and reputation.

Encouraging channel partner participation with new engagement hub

A new, fully integrated engagement hub increased flexibility amid hundreds of annual promotions by combining reward types:

  • Points
  • Merchandise
  • Badging
  • Cash cards
channel incentive programme platform and catalogue items

Increasing incentive programme earning opportunities  

The points-based system incentivised quarterly goal achievement, spurring participation when it mattered most. The comprehensive reward approach generated greater value for top performers and those who rely on programme earnings as supplemental income. Rewards deepened loyalty, reflected by the automotive brand achieving 44% overall retention (11% higher than the industry average), including 85% retention of top performers.

Setting point values at a fraction of the actual currency amount and defining promotion boundaries (e.g., limiting the number of wheel-spin winners) kept costs in check. Programme payouts declined as results rose.

Designing a gamified incentive programme experience

The OEM transformed incentive programme performance by aligning business goals to proven practices like: 

  • Gamification 
  • Badging 
  • Leaderboards
  • Points-based earnings

Participants can check their balance, complete training tasks, compare performance and win points – all in one place. When platform engagement is fun and seamless, logins skyrocket. The brand saw a 258% increase over five years. 

Incentive programme gamification features  

  • Website logins: Log into the website → Earn an electronic badge (graphic) and game play
  • (for cash) 
  • Model sales: Sell a → Earn an online spin
  • Inventory sales: Sell an → Earn an online spin

Year-over-year programme results

98%

client satisfaction

44%

overall retention (11% higher than industry average)

85%

retention of top performers

30%

sales increase among the top-performing 20% of audience