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Turtle Wax
Detailer Loyalty Program Case Study

Turtle Wax, a global leader in car care for over 75 years, launched the “ShinewithTurtleWax” Detailer Loyalty Program to engage and reward professional car detailers in India. This program recognizes the expertise and passion of detailers who set high standards in car care and surface finishing. By offering exclusive benefits, rewards, and engagement opportunities, the initiative strengthens relationships with detailers while reinforcing Turtle Wax’s commitment to quality and innovation in the automotive detailing industry.

Incentive loyalty program case study

BUSINESS CHALLENGES

  • Faced intense competition from multiple brands offering similar car care products and services.
  • Needed a strategy to differentiate Turtle Wax in a highly competitive market.
  • Required a structured loyalty program to engage and retain car detailers, their key influencers.
  • Sought an effective way to reward detailers for promoting and using Turtle Wax products.
  • Aimed to build stronger brand advocacy and long-term relationships with detailers to sustain market leadership.

THEIR ASK

Design a Detailer loyalty program that rewards influencers (detailer) for purchasing and using Turtle Wax products on their clients’ cars. Earn points across different product types and categories, enable them to redeem their rewards for exciting gifts and Turtle Wax merchandise / products.


THE SOLUTION

Comprehensive Loyalty Solution Icon

Exclusive Loyalty Program

Designed ‘#ShinewithTurtleWax’ to recognize and reward car detailers for brand loyalty.

Seamless Experience

Point-Based Rewards

Introduced Shine Points for every Turtle Wax product purchase.

Real-Time Integration Icon

Flexible Redemption Options

Allowed points to be redeemed for gift products, brand vouchers, or Turtle Wax items.

Targeted Engagement Icon

Enhanced Engagement

Created a structured platform to strengthen detailer relationships and encourage repeat purchases

PROGRAM MANAGEMENT

The ‘#ShinewithTurtleWax’ detailer loyalty program was designed in such a way, that their sales teams and the LWS teams worked in tandem to make the program a great success. Sales teams were given apps to review and monitor their market performance. They can enroll new influencers via the App, verified their claims, helped them redeem gifts / TW products and supported the entire program for its success. LWS program management and contact centre teams work closely with the client and other stakeholders in growing, monitoring, course-correcting and guiding the program towards success.

USER BASE/CURRENT PERFORMANCE

  • A rapidly growing base of influencer members actively engaged in the program.
  • Large volume of claims processed regularly.
  • Substantial reward points distributed since program launch.
  • Strong participation reflected through consistent gift redemptions.
  • Significant rise in Turtle Wax product consumption among car detailers.

BUSINESS IMPACT

The ‘#ShinewithTurtleWax’ detailer loyalty program has increased the Turtle Wax product consumption by car detailers and end customers. This detailer loyalty program is poised to contribute to the growth of Turtle Wax products across categories/markets and make Turtle Wax the most preferred car care brand in India.

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