Strategy

The objective was to increase sales, attract and incentivize customers and dealers, and contribute to the long-term engagement of the final customers and dealers, while also supporting the business goals of the Michelin Group.

Create Direct created and implemented CLUB PRO by Michelin, the international loyalty program addressed to professional users of tires for trucks, vans, buses and coaches. The program rewards customers with cashback on the purchase of Michelin tires, based on innovative up-sell and cross-sell mechanics. The CLUB PRO by Michelin platform developed by Create Direct is multi-country & multi-currency and was launched simultaneously in 4 countries: Romania, Croatia, Greece and Hungary. Create Direct manages the entire program, from processing and validating proof of purchase, to managing and making payments.

Results

CLUB PRO by Michelin has achieved excellent results and has an intuitive platform, a simple and transparent reward process, and a fast and easy cashback redemption. Due to its success from the start, CLUB PRO by Michelin has become active in several countries. The program is now available in Greece, Hungary, Croatia, Slovenia, and Romania, with more countries to follow. In 2022, at IMA Summit Awards in USA, the program won the prestigious award Excellence in Consumer Promotion.In 2022, at IMA Summit Awards in USA, the program won the prestigious award Excellence in Consumer Promotion. At the IDN Awards, the program won two years in a row, in 2021 for Best Loyalty Campaign, and in 2022 for Best Use of Data and Technology.

Conclusion

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