How would you induce loyalty with an infrequent purchase like tires?
business creative strategy customer experience customer retention brand management customer relations customer engagement idea generation branding & identity consumer insights benefits
$1,600
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7 days ago
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Think about how you traveled to school or work today. Did you drive? Ride a bike? Take a bus? Take an Uber? Unless you walked, your answer involves tires. Tires are necessary for the majority of transportation options available but most people don’t pay attention to them. 

If you have purchased tire before, do you recall the brand? If you’re like most people, you probably don’t recall or you don’t have strong feelings about your relationship with that brand. Most people think about tires only when they need a replacement set due to wear and tear or an unforeseen blowout. Either way, shopping for tires is not typically seen as a fun or positive experience. We need your help to change that!

Since tire purchases happen once every 3-5 years for the average consumer, tire manufacturers struggle with keeping the consumer engaged in between purchases. We want your ideas for how tire brands can stay top of mind for consumers by inducing a loyalty program. Think about how you would like to be engaged, employ creative strategies that will lead to return purchases for the average consumer, and think about what would make you remain loyal to the tire brand.

Deliverables

Please share your creative ideas for how BFGoodrich can roll out a loyalty program. Consider how involved the consumer should expect to be and specifically answer the following:

  1. What is your idea for a Tire Loyalty Program and why will consumers want to participate?
    1. What are the various elements for the program
    2. Who is the target consumer and why will the program appeal to them?
    3. What is the key problem it is solving?
  2. How would the tire manufacturer benefit?
    1. What is the investment required (focus on the structural components not exact figures)
    2. What is the return on that investment (high level, specific financial details not needed)
  3. Walk us through an example of the consumer journey and how they would engage with this loyalty program
    1. Where will the consumer first encounter the brand and how will hey remain involved with the brand?
    2. Are there key events that would trigger participation? 
    3. Tell us about your general inspiration (other programs, customer experiences, etc.)

BONUS: How could this loyalty program be expanded for anything in a consumer’s garage that has tires? Think bicycles, motorcycles, mowers, etc.


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