Company: PACCAR Parts
Nomination Submitted by: FCB Chicago
Company Description: PACCAR Parts is the global provider of aftermarket parts and services to support Kenworth, Peterbilt, DAF and TRP dealers around the world. This includes 18 distribution centers globally that support 2,200 dealerships and over 1,000,000 customers.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Best Use of Data to Drive Brand Strategy
 Nomination Title: PACCAR Parts & FCB Chicago: Driving Redemptions for Online Parts Counter
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 1, 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 141 words used.
For decades, PACCAR Parts has hosted an annual meeting for their 800+ dealers in North America as an opportunity for networking, training, and the chance to engage with some of their parts suppliers directly. This year, being the first in-person large-scale dealer meeting since 2020, the suppliers sweetened the deal by offering dealers wholesale promotions to help their bottom line. However, some dealers were left with a surplus of product that we needed to help them move to keep their product investment in the green.
We introduced an entirely new omni-channel sales event designed to do just this and bring in additional loyalty customers to our dealers. Members of our loyalty program, engaged with email communications, on average, spend 174% more than disengaged non-loyalty members. Emphasizing a prime opportunity for us to promote this incredible savings opportunity for our loyalty audience.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 241 words used.
As a result of our dealer’s inventory surplus, we needed to create excitement to move parts off our dealer’s shelves. This need sparked the idea for a flash sale style savings event, and thus “October Flash Savings” was born. During this event, customers had access to deeply discounted offers on parts for a limited time. Email historically is our strongest sales-driver and is the best platform in which we can activate the 30+ years of data available to influence behavior. Members of our email program spend 40% more than those that are not actively engaged, further solidifying this as a strong driver for this campaign.
With our expansive and sophisticated customer data, we’re able to break out each customer into specific segments based on various demographic, industrial, behavioral, and predictive subsets. During this campaign, we tailored our email’s contents what was most relevant, and of value to each individual. We deployed this strategy through our 100% dynamic and modular email templates, which enables us to append specific offers and content for everyone.
This event also offered the perfect opportunity to encourage dealers to utilize our new e-commerce platform, Online Parts Counter (OPC). Only 60% of our dealers have adopted the OPC platform, even though customers that shop parts there make purchase more frequently and spend 2.4x times more than customers who do not. Which drove us to target previous OPC customers with specialized offerings influenced by their previous purchasing pattens.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 90 words used.
Overall, our ‘October Flash Savings’ campaign resulted in a 31% lift in sales and gives us a blueprint for future success to move product off the shelves.
- +13% lift in Loyalty signups compared to the year-to-date average
- +303% lift in OPC offer redemptions compared to the year-to-date average
- $348,912.50 in Retail Sales: +31% compared to the year-to-date average
As a result of dynamically tailored content and limited time only messaging, email engagement remained strong throughout the entire campaign-resulting in 7.16% CTR, up 33% compared to YTD average.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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