Challenges Faced by Slow-moving and Small Brands:
Slow-moving and small brands often encounter limitations in the competitive marketplace.

T7E’s Innovative Approach:
T7E addressed these challenges by uniting non-competing brands into a single, robust loyalty program—the first-ever mechanic coalition loyalty program in the auto industry.

Cost-effective Solution for Brands:
This initiative proved to be cost-effective for participating brands, providing them with a shared platform to enhance their market presence.

Aggregation of Rewards:
By aggregating rewards, the program significantly boosted market share and engagement, benefiting all participating brands.

In 2016, when T7E was appointed as a loyalty service provider, they were most known for their 3-wheeler brand. The client aimed to surpass their 3-wheeler sales with 2-wheelers and prioritize direct communication channels with mechanics, fostering long-term relationships.

In 2016, T7E launched an FMR-led loyalty program with initial operations in one state. By 2020, the program expanded to include 53 FMRs, 8 supervisors, and 2 central managers, covering 230 districts across 13 states. FMRs handled retailer and mechanic engagements, demand generation, campaign execution, POSM deployments, and drove sales through loyalty campaigns, including mechanic KYC and reward distribution.

By 2020, the loyalty program successfully raised awareness and boosted demand for the client’s 2-wheeler segment. With improved smartphone penetration in early 2021, T7E relaunched the loyalty club as a self-help loyalty program for mechanics and introduced a program for retailers. Transitioning from a managed loyalty program to a self-help application posed challenges, requiring FMRs to educate, onboard, train, and activate mechanics under the new program.

Within six months, 87% of users successfully migrated to the new program, all KYC-approved, with a 67% activation rate, marking a significant achievement for the initiative.

Registration and Onboarding of Electricians & Retailers:
The loyalty program focused on efficient registration and onboarding processes for electricians and retailers.

Promotion of Quarterly and Annual Schemes:
Regular promotion of both quarterly and annual schemes was a key feature of the program.

Geography-Wise Campaign Management:
Campaigns were managed strategically based on geographical segmentation, ensuring targeted outreach.

Targeted Premium Product Campaigns:
The program included specialized campaigns aimed at promoting premium products to specific customer segments.

In-House Contact Center Support:
Comprehensive support through an in-house contact center was provided to enhance customer service and engagement.