Case Study 1
Background
Suzuki GB operates a retail network in the UK of 150 franchised dealerships. As is the case with the majority of manufacturers, the parts and accessories departments in Suzuki dealerships, whilst responsible for a large proportion of a dealer’s profit, were often viewed as unglamorous and the poor relation of new car sales.
Until 2007, Suzuki GB had not provided any continuity or structure to reward and recognition for parts and accessories staff, with motivational activity being very sporadic.
Objectives
- Create a dedicated , ongoing parts and accessories programme for the Suzuki GB dealer network.
- Motivate and engage parts and accessory teams through reward and recognition.
- Drive parts and accessory sales volumes into Suzuki GB dealers.
Solution
DBMT introduced the ‘Be Part of it’ programme to the Suzuki network in 2007. Launched via a printed brochure, it was open to all parts and accessories staff who enrolled in the programme. To optimise enrolment, a prize draw incentive to win £50 in SmileTM vouchers was offered to all those submitting forms by the deadline.
The programme was structured to measure improvement in dealers’ parts volume against the corresponding quarter from the previous year. Each dealership competed with up to 12 dealers in one of 7 zones. At the end of each quarter, the top 4 dealers in each zone received £200 in SmileTM vouchers, which were shared between the team.
Additionally, every 6 months the Parts Managers from the top 2 performing dealerships in each zone against their parts revenue target, attended a Jonathan Palmer race day event.
Regular printed newsletters announced quarterly winners and celebrated success across the network. 2008 programme enhancements included: Quizmaster - a scratch card-based product knowledge quiz with prize draw reward; incentive travel trip for annual top performing Parts Managers and programme-themed Christmas cards
Result
- Enrolment levels of parts and accessories staff across the network reached 83.56%, exceeding anticipated levels and demonstrating high levels of engagement in the programme.
- During 2007, dealer parts volumes increased by an average of 12.6% over the corresponding period in 2006.
- Parts Managers perceived the Jonathan Palmer race day events as highly aspirational, stating that the opportunity to win a place drove their motivation to exceed their required parts volumes.
- Over £20,000 was paid out in Smile vouchers.
