Project Summary


Key Objectives:
Increase dealer incentive buy-in & attendance

VWCV Dealer Rewards

Headline Results:
97.6% dealer event attendance

About Volkswagen Commercial Vehicles:

Volkswagen Commercial Vehicles (VWCV) manufacture and sell commerical vehicles in every corner of the World.  Their vehicles address hard commercial realities with vehicles that work as hard as their owners and helps them save you money. Whether you're after a new van to help build your business, or a used vehicle that offers a reliable performance for less, Volkswagen has the answer.

The Challenge:

Volkswagen Commercial Vehicles wanted to reduce the vast paper-based administration of their dealer incentive and events programme, to increase awareness and to encourage appropriate dealership behaviour to maximise short and long term return on investment.  Sponsorship of Red Bull Racing, Rizla Suzuki Superbikes and a BT Challenge Yacht offered some fantastic incentive and hospitality opportunities but there was concern over the low interest and attendance rates to other incentive events.    

The Solution: 

VWCV appointed incentivesmart™ to manage the administration of the dealer network incentive activity.

incentivesmart™ designed a bespoke online event and incentive management platform to build dealer profiles and manage event bookings, including a tactical data capture strategy and a comprehensive reporting suite to measure ROI.  We prepared a plan to tackle potential negative effects of the move towards online booking and provided a dedicated branded telephone support line.

We redesigned the Annual Golf Tournament for qualifying dealers and their customers to include some of the UK's top championship Golf courses culminating in a final at La Manga in Spain.

The Results:

  • Improved communications and processes resulted in a 17% increase in dealer event attendance to 97.6% attandance.
  • The organisation and improvements made to the programme resulted in an 11% increase in customer feedback scores with 100% of respondents marking their overall impression of the programme as Excellent or Very Good. 
  • Re-organised and improved communication resulted in the first ever 100% attendance at every regional round and final of the VWCV Annual Golf Tournament.


Dealership Principals said this:

"I should like to express my sincere thanks for all the hard work put into the organisation of the Volkswagen Tournament”   

“Venue Superb, Hospitality Superb. All in all very well organised events and I hope they are repeated on an annual basis”

“Thank you so much for all the hard work which was put into the event, it was very enjoyable and my customers were thrilled”

Volkswagen CV senior management said:

“Fantastic! Well done to both Julie and Sarah, more of the same!”

“Many thanks for your hard work. Thanks again”