In-Person Interactions Rev Up Advance Auto Parts Rewards Program

For the third year in a row, Advance Auto Parts is pulling out all the stops to bring attention to its Speed Perks customer loyalty program, rolling out an RV across the U.S. as part of the Advance Auto Parts Mobile Tour. The retailer is using gamification techniques, integrated with live events and delivered to mobile devices, as part of a multi-platform effort to increase awareness and membership in the program.

In partnership with Interactions Marketing, the retailer introduced interactive mobile gaming to the tour to further influence shoppers to sign up for Speed Perks. Interactions developed the Speed Perks puzzle app game for the iPad, which ranks players based on speed and accuracy. Customers can register to play the game at the Advance Auto Parts tent, in which they can pick a vehicle type and drag-and-drop eight parts into their correct location within the vehicle. Upon opting into Speed Perks with their email address, winners can choose to enter a drawing for a $50 gift card.

In 2015, the Mobile Tour directly resulted in more than 15,000 individuals signing up for the Speed Perks program. This year, with the gamification app in tow, the RV tour is expected to further build on consumers’ awareness of the rewards program, with an aggressive plan to outperform last year’s number.


Taking The Mobile Tour Nationwide

Advance Auto Parts will visit more than 20 automotive and store events across the U.S. through November as part of the tour, with the journey designed to promote the program to the many automotive customers and enthusiasts that enjoy fixing their own cars.

“The tour stops are all about our members, getting to see them and thank them at car events,” Richard Mancinelli, Loyalty Program Manager at Advance Auto Parts. “We also see this as a great chance for our local store team members to connect with existing and prospective customers outside the store. That’s why we work with our store general managers to have experienced team members on hand to answer any questions about parts or about Advance in general. It’s a great way to engage customers in a different environment, talk about cars, and show we’re car people too.”

A large part of the Mobile Tour’s success with engaging consumers could be attributed to this change in environment. Driving awareness for the Speed Perks program while on tour is much easier than trying to reel in potential consumers through the in-store experience, according to Mancinelli.

“Being outside at an event takes a lot of pressure off customers who might not have time in a store. They want to come in, get their parts and get back to their job,” said Mancinelli in an interview with Retail TouchPoints. “The tour allows us to explain the program and benefits to them in a relaxed way. In some cases, they tell their race buddy to sign up and refer him or her to sign up on the spot as well.”

The tour made its first stop at the Daytona Bike Week March 3 to 11. Event attendees had the opportunity to win prizes via a prize wheel, receive free giveaways and earn a $5 coupon for signing up for Speed Perks throughout the week.

The tour also encourages potential customers and loyalty members to share their experiences on social media. The retailer features information on future events on customer emails and social sites such as Facebook and Twitter, and attendees can spread the word by using the hashtag #AAPRevItUp. Social users can even follow the retailer’s mascot, Tuxlee (tuxleeontour) on Instagram to get a glimpse of the dog’s whereabouts throughout each event.

Interactions Brings The Mobile Tour To Life

Since the program’s inception three years ago, the partnership between Advance Auto Parts and Interactions Marketing has remained instrumental in enabling the companies to plan out and implement the logistics of the tour.

“Through active collaboration and ideation with Advance, we developed this mobile RV tour concept, which not only gives Advance tremendous brand exposure at several automotive events but also strengthens their partnership with their supplier partners,” said Jen Rose, Account Executive at Interactions. “Attendees at each event experience a unique co-branded experience where they learn about the brand and products and are able to talk shop with their local Advance Store Team Members.”

With the strong relationship between Advance Auto Parts and Interactions Marketing, both companies hope to continue to build on the new experiences brought to the table in 2016.

“As we look at where our stores are today and expand into new markets, the partnership gives us the flexibility to take our brand on the road,” Mancinelli said. “We are also looking at new opportunities beyond races, to reach our customers at other sporting events, motorcycle races or rallies.”

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