Continental
Together with Continental we revitalized its B2B loyalty program, enhancing connections with business partners. By introducing a state-of-the-art CRM system and optimizing marketing, we transformed a stagnant system into a dynamic platform, offering intuitive operation, personalized rewards and seamless interactions.
Revamping Engagement: How Continental Reinvented Its B2B Loyalty Program for Greater Partner Trust
Continental is a German automotive company who develops pioneering technologies and services for sustainable and connected mobility of people and their goods. It offers safe, efficient, intelligent and affordable solutions for vehicles, machines, traffic and transportation. Over time Continental has grown into a company with lasting success, and with almost 200,000 employees in 58 countries around the world. Consolidated sales reached 41.4 billion euros in 2023.
In 2021, sales of passenger and light truck tires increased in all segments compared to 2020. In Europe, growth in all categories combined reached 16.1%, in Poland 30.4%. Global Tires market size 2030 will $4.3 Billion. Tires market will be growing at a CAGR of 6.44% during 2024 to 2030.
First impressions are only made once, so when approaching the task of revamping an existing program in the demanding B2B market, we had an even greater challenge set before us than if we were building a program from scratch.
In this case the primary challenge was low engagement of participants in the existing ContiPartner loyalty program, which was attributed to a dispersed system environment that led to delays and inefficiencies. The goal was to modernize the program to better align with current partner needs and market expectations, thereby increasing engagement and satisfaction.
Establishing Intuitive Program Mechanics
The project began with a comprehensive audit of the existing program, focusing on user experience and the efficiency of the system. Workshops with Continental experts helped identify key areas for improvement, particularly the need for an intuitive, user-friendly platform.
Platform Development and Integration
A new integrated platform was developed, modeled after an e-commerce store where points could be redeemed for rewards. This system included a fully integrated reward warehouse, financial module, and options for online payment integration, allowing participants to make additional purchases beyond their earned points.
Personalization and Reward Optimization
We developed participant segmentation based on business profiles and tailored the rewards catalog to their specific needs, including essential business items and promotional materials. Based on an in-depth market analysis, we also recommended updates and special offers to keep the program fresh and engaging.
Targeted Communication and Engagement
The program featured targeted communications, including personalized emails and seasonal offers, aimed at activating participants at crucial moments. This strategy was supported by updated creative designs and clear messaging.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
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E-commerce, Marketing and Omnichannel Director
Rainbow
The revamped ContiPartner program achieved significant success, demonstrated by a marked increase in participant registrations, logins, and order activity. The time for reward delivery was reduced from 25 to 3 working days, and the number of complaints dropped by 78%. The program's intuitive design and targeted communications were pivotal in achieving these results, leading to enhanced trust and engagement among Continental's business partners.
As part of the project, the visual design of the Program was changed.
An important aspect was to prepare a platform that is equally intuitive and easy to use with smartphones.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
E-commerce, Marketing and Omnichannel Director
Rainbow
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