Redefining Mechanic Loyalty Programs in India's Lubricants Market
To understand the decision-making journey of mechanics and develop a loyalty program that enhances engagement and retention by aligning with their preferences for rewards.
Customer Decision Journey
Client Segment:
A leading automotive lubricants manufacturer operating in the Indian market, serving mechanics and automotive workshops across urban and rural areas.
Method:
Research Design: Conducted a syndicated research study that combined quantitative surveys and qualitative focus groups to gather comprehensive insights.
Data Collection: Engaged over 1,200 mechanics through surveys, supplemented by 12 focus groups across various regions in India.
Analysis: Utilized advanced analytics to identify key factors influencing mechanic loyalty, focusing specifically on preferences regarding existing loyalty programs.
Findings:
Mechanics showed a strong preference for immediate cash rewards over points-based redemption systems for gifts or trips.
The study revealed that existing loyalty programs were not meeting the mechanics' expectations, as many mechanics valued tangible benefits that provided immediate returns.