One of the first activities the team at Optimus implemented on the Kwik Fit programme was to introduce a seasonal MOT strategy during the months of March and September to coincide with the new registration plates and target new customers and audiences during peak times for sales.
Timings and seasonality underpinned the success of this programme. For example, when the weather was unpredictable and cold during winter months, deals on winter tyres and batteries were prevalent, whilst during the hot summer months as the public were planning to travel or take long journeys, offers for Air Con servicing and pre-holiday car preparations were more commonplace.
Multiple and concurrent exclusive voucher codes and cashback incentives were introduced for the Kwik Fit brand in order to attain maximum exposure and coverage, as well as regularly planted generic codes put in place to sustain merchant page exposure and conversion results.
The unique rotation of offers and promotions on behalf of Kwik Fit means that a spread of deals are constantly available; appealing to a wide age range of motorists with varying requirements and consistently communicating the Kwik Fits brand value proposition. This maximises the volumes of what are essentially distress or planned purchases in most cases; as car repairs are often essential and MOT’s a legal requirement.