PORTICA shows form in the 2013 Pirelli winter promotion
Kempen. Once again, PORTICA has performed masterfully for Italian tyre manufacturer Pirelli – this time for their 2013 winter promotion. As part of the three-month-long cashback campaign, the Kempen-based team ensured that customers buying Pirelli tyres received money back on their purchases. The process service provider for IT, logistics and finance set up a dedicated microsite, sent out registration cards, captured incoming data, checked it and sent out cheques. The services provided also included a customer service hotline and full reporting – as well as registering customers with the P Zero Club, for which PORTICA is also the point of contact.
“Since 2009, we have run sales promotions twice a year for Pirelli”, explained Tobias Hermes, Customer Manager at PORTICA, “one each for summer and winter tyre sales”. During these promotions, customers buying certain Pirelli tyres from retail outlets would receive a cheque in return for sending their bills to Pirelli. The customers were also added to the P Zero Club and enjoyed benefits including a warranty on their tyres.
The 2013 winter promotion began on the 15th of September. In order for the promotion to start on time, PORTICA provided participating retailers with information and registration cards in advance. The service providers set up the PORTICA microsite, customised to match Pirelli’s corporate identity, so that it could be reached directly from the landing page on Pirelli’s own website.
The microsite securely recorded customer data – including the bills for the tyres, which customers could upload in a range of formats. The data was then transferred through an interface to the PORTICA wcm (WebCampaignManager) – PORTICA’s own online sales promotion management system. Bills which were sent in by mail along with the registration cards were digitised and manually recorded.
“All data was made available in a central location in the PORTICA wcm for further processing”, explained Marcus Dassen, Head of Sales Promotions at PORTICA. The PORTICA wcm used this fact to check submissions, to send reminders if any data was missing, and to produce cheques if all required data was present. Depending on the number and size of the winter tyres purchased (from 16 inches up), customers received cheques for 20 to 60 euros from a dedicated clearing account. Customer hotline staff maintained a clear view of the situation and were able to provide information directly to anyone who called. Data was made available through an interface to Pirelli’s CRM system, and Pirelli also received reports which allowed them to use the data to optimise future sales.
Participants were automatically registered with the P Zero Club. Among other things, members benefit from a one-year Tyrelife guarantee which protects them against damages caused by tyre fires, breakdowns or punctures. “In such a case, club members need only to fill out the damages form included with the membership card and to send it to us, along with the invoice for the replacement tyres. We will then determine the amount of compensation based on the age of the tyres and send the participant a cheque, providing further support over a telephone hotline”, said Tobias Hermes.
Pirelli is exceptionally pleased with PORTICA’s implementation of this complex sales promotion. “We can hand over vital tasks in the marketing mix, along with everything else that entails, to an experienced service provider offering professional support for our customers’ brand experience”, said Holger Hutter, Media & Trade Marketing Manager at Pirelli Deutschland GmbH.
About Pirelli Deutschland GmbH:
Pirelli Deutschland GmbH, based in Breuberg im Odenwald, is the German subsidiary of the international Pirelli group, the world’s fifth largest tyre manufacturer. Focusing on the development and production of premium tyres for passenger cars and motorcycles, the Breuberg site plays a key role for the Pirelli group. The departments of research and development, production and logistics, and administration are located here. The marketing and sales departments are located in the company’s Munich branch. Pirelli employs around 2,300 staff in Germany, and over 34,000 people work for the group worldwide. For further information, visit http://www.pirelli.de
About PORTICA GmbH Marketing Support:
PORTICA is one of the German market’s leading process services providers, optimising IT, logistics and financial processes for over 40 years. The company serves clients in many industries and handles hundreds of projects each year for e-commerce, advertising media logistics, sales promotion and business process outsourcing. The company’s focus is on the efficient handling of processes using a combination of logistics, information and finance management. PORTICA is part of te Neues group together with the IT service provider GEDAK and the printing company te Neues. For more information please visit the websites: http://www.portica.de and http://www.ecommerceservices.de
PORTICA GmbH Marketing Support
47906 Kempen, Germany
Phone: + 49 2152 915-192
Fax: +49 2152 915-100
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23617 Stockelsdorf, Germany
Phone: +49 451 88199-21
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