İnci GS Yuasa grows sales 3X faster than the market with a B2B2C loyalty ecosystem
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YoY sales growth (vs. 5% sector growth)
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1st B2C loyalty program in the battery sector
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MoM increase in dealer supplied consumer data
At a Glance
Transforming a price-driven, dealer-led market into the battery industry’s first loyalty ecosystem.
Industry
- Automotive, Heavy-Duty, and Marine Batteries
Products
Promo Engine
Performance-based dealer incentives and personalized engagement.Intelligence Suite
Real-time sales tracking, consumer data capture, and actionable insights.
AWARDS
Stevie® Award Winner (2017)
- Demand Generation Program of the Year
- Innovation in Customer Service
- Innovation in Sales
- Incentive Management Solutions
Overview
İnci GS Yuasa, a joint Japanese–Turkish leader in automotive, heavy-duty, and marine batteries, exports to 80+ countries across 4 continents. Facing tight margins, commodity competition, and limited consumer data, the company partnered with Extra360 to launch Birinci Kart — the battery sector’s first loyalty program to connect dealer incentives directly with end-consumer engagement.
Challenge
Battery sales traditionally flow through non-exclusive dealer networks, where rival brands sit side by side. For İnci GS Yuasa, this created three persistent barriers to growth:
Margin erosion: Price wars as dealers could easily push competing brands.
Data gaps: Limited visibility into consumer behavior across a 3–4 year replacement cycle.
Low loyalty: ~90% of consumers had no brand preference, treating batteries as a commodity.
To break this cycle, İnci GS Yuasa sought a partner to strengthen dealer engagement, capture end-consumer data, and differentiate beyond discounts.
Solution
In partnership with Extra360, İnci GS Yuasa launched Birinci Kart — a loyalty and dealer performance program built on Extra360’s infrastructure. The program included:
- End-to-End Sales Tracking: Each battery sale tracked through web/mobile by the dealer, linking transaction data with consumer and product IDs.
- e-Guarantee & Road Assistance: Consumers automatically receive product warranty and service activation at purchase.
- Performance-Based Dealer Incentives: Every sale instantly generates “Ampere Points,” redeemable in a dedicated dealer e-commerce portal.
- Dealer-Centric Rewards: Incentives tailored to dealer needs, from electronics and travel packages to football match tickets and concerts.
- Consumer Engagement: Personalized replacement reminders, satisfaction surveys, and perks like free car washes, gasoline vouchers, and spare-parts discounts.
- Data Integration: Sales and consumer data consolidated into Extra360’s Intelligence Suite for real-time insights and optimization..
Results
Sales Growth
- 16% YoY growth vs. 5% sector average — nearly 3× market performance.
- Dealers became more motivated and loyal with incentives tied directly to performance.
Consumer Reach
More e-Guarantee & Road Assistance activations in the first 3 months than in the previous 19 months combined.
Dealer-supplied consumer data now growing 20%+ month over month.
Dealer Engagement
- A personalized incentive marketplace created higher dealer satisfaction and retention.
Realtime visibility into sales performance improved stock management and end-of-life product losses.
Industry Recognition
- First and only loyalty program in the battery sector to bridge B2B dealer loyalty with B2C consumer engagement.
- Recognized as an industry benchmark for innovation.
Business Impact
With Extra360, İnci GS Yuasa:
- Established the first dealer + consumer loyalty ecosystem in the battery sector, creating a defensible competitive advantage across 80+ export markets.
- Shifted loyalty from price-based competition to value-driven engagement, boosting brand preference in a commodity market.
- Delivered sales growth at 3× the sector rate while reducing reliance on costly traditional incentives such as free products or overseas trips.
- Built a scalable foundation to expand loyalty across new dealers, services, and markets.