This Case Study focuses on ArkusNexus’ collaboration with Garvin Promotion Group (GPG) in the design and development of a world-class Dealer & Distributor Portal for a subsidiary of Asia based rubber and major car, truck and off-road tire manufacturer with 40 Distributors and over 250 Dealers in multiple locations throughout North America.
This client was already running consumer oriented rebates through GPG, a company that manages multi-million dollar rebate promotions, coupons, gift cards, and promotional items for a variety of industries. The client’s Marketing Team asked GPG and a team of ArkusNexus Nearshore Software Developers to design and develop a portal within a 6 month period that would support an Associate Network program, which aimed to incentivize Dealers to sell more tires through recommendations to their consumers, thereby increasing overall market share in the region. This portal was deployed on GPG’s multi-tenant Cloud based Channel Incentive Platform known as ChIPs.
Frequent changes to marketing plans and shifts in program criteria were the main development challenges. These were addressed by designing an innovative and accessible platform that was flexible enough to allow the Marketing Directors to readily adjust and update the different components of the program.
With the support of the Dealer and Distributor portal, the company averaged an increase of 19% in tire sales in North America, and added 4 Distributors and nearly 80 Dealers to the program during the first 8 Quarters.
Product expansion was later achieved through the implementation of additional features, including Enhanced Reporting, a sales-based Heat Map, and a Bonus Points system which awarded points redeemable for brand SWAG.
Given the ambitious 6 month development timeframe, ArkusNexus’ Team Extension acceleration driver via a managed software development team (pod) proved to be an ideal solution for the company’s technology needs. The Core Team in charge of developing the Dealer & Distributor Portal included:
The overall project was broken down into multiple Phases, with the goal of having the 1.0 Release ready by the upcoming SEMA (Specialty Equipment Manufacture’s Association) show in Las Vegas.
SEMA is the largest automotive equipment manufacturer’s show in the world, and the Client has a significant presence in it. Given its positive potential business impact, it was crucial for the team to meet the launch date for this initial release.
for the Dealer and Distributor Promotions Portal
Business requirements and careful consideration of end-user experience were incorporated into the portal's innovative design. From the outset, developing clean, scalable code that allowed for flexible functionality and subsequent Product Expansion was fundamental.
The five Core Features included:
Code loss prevention (CLP)
Marketing programs will frequently change, often on a Quarterly basis, and sometimes even during the course of a Quarter. To address this, the team needed to make the platform as flexible as possible to allow the Marketing Directors to pull the various levers as they desired to adjust program criteria. This required quick team integration, as well as constant feedback and communication with SMEs to validate requirements.
Examples of these adjustments included:
Once the Program went live, The Client reported the following results:
1 During the first 8 Quarters, they averaged a quarterly increase of 19% in tire sales within North America through the program.
2 They added 4 additional Distributors and nearly 80 Dealers to the Program.
3 They were recognized as having the best Dealer Incentive program among Tire Manufacturers in North America at the SEMA show.
Due to the initial success and positive feedback from the Dealers regarding the impact of the program, additional enhancements were implemented in later releases, including:
This Product Expansion helped further improve the overall success of the Program and ultimately increase sales in North America.