Reimagining the sales incentive for a leading Indian automaker
Project brief
Building a suitable schema that could potentially replace cash or cash-equivalent components during discount negotiation in the vehicle purchase process, by unlocking the consumer psyche around sales incentives and understanding purchase behaviors.
Key Discoveries
In a two-fold culmination of extensive research, Turian Labs created an incentive management blueprint, along with curated persona-specific incentives that were implemented with training modules, which helped the client sales team identify the profile of a walk-in customer, and recommended appropriate incentives to close the deal.
Consumers of today not only expect high quality standards but also a congenial brand treatment. This fuels companies to constantly differentiate themselves by providing better service experiences before and after the sale of a quality product. Many businesses attribute their capturing of market share and increase in sales to well-crafted incentive programs. These programs are known to contribute to brand loyalty, customer stickiness and enhance the overall experience of buying the product.
A leading automaker approached Turian Labs to redesign sales incentive schemes for their passenger vehicle segment. Their vision was to seek innovative ‘beyond the cash’ incentive schemes that could be offered to customers during a vehicle purchase.
Turian Labs designed interactive sessions to understand the microelements of the system, involving stakeholders such as prospective car buyers, company strategy heads as well as sales executives at the dealerships. Our team designed projective stimuli for conducting stakeholder interactions, to learn about their challenges, preferences, attitudes, and inclination towards cashless incentives.
Through empathic interactions and in-situ observations, we found that consumer behavior towards incentives largely depends upon the type of product purchased. Such insights, in addition to mapping out a customer’s purchase journey, were key to define the scope of incentives schemes beyond the industry staple. By mapping out customer inclination towards such cashless incentives, we were also able to recommend ways to overcome challenges around adoption.
During the course of this engagement, Turian Labs conducted a co-creation workshop that brought together client team executives from different domains. Leveraging our unique practice of Megatrends, we ran the session to collectively ideate and generate innovative incentive schemes. In the final phase of the project, we conducted a pilot study to test the newly crafted incentives with customers at selected vehicle dealerships.