The success of Gabriel’s shock absorber “2 year Unlimited Kilometer Warranty Programme” launched nationally for workshops and fitment centers has exceeded all expectations.
“Following extensive planning, and a successful pilot programme in partnership with
100 stores over the past few months, the programme is adding value to both consumers and retail stores,” said Sean Staley, executive manager, marketing, Control Instruments-Automotive.
“The full roll-out is growing and the number of outlets increasing significantly and performing well,” he said.
“This is confirmation of the trust that workshops and fitment centers have in the Gabriel brand and product, being locally designed and manufactured to meet South Africa’s unique road conditions.”
“Our target was to sell two extended warrantees for every 10 shocks. During the pilot and within the first few weeks, this target was doubled,” he said.
“The stores are seeing the benefits of the campaign and have enthusiastically embraced it. This is especially true in view of the upcoming festive season where vehicle safety is important and shocks play a crucial role.”
“Gabriel strives to be first to market in creating and developing retail growth programmes. This offer is another example of our forward-thinking initiatives and commitment to supporting our retail customer growth under the SafeZone 2.6 umbrella,” he said.
In planning these programmes the customer’s needs are always at the forefront of our thinking, making the process as easy as possible and involving customers in their development,” said Staley.
In July, Gabriel launched the country’s first suspension and shock testing unit developed for the local market which links to the South African Car Parc and full
Gabriel parts list.
“This solution was complemented by the launch of the country’s first mobile inflatable shock testing station to test vehicles free of charge. This is to highlight the need for shock replacements as well as guiding customers into fitment centers and workshops nationally. Both projects are providing significant revenue benefits to our retail partners showing up to 30% sales growth,” said Staley.
The most notable growth programme running since January is the SafeZone 2.6 Micro Marketing promotion. Outlets have seen monthly unit growth figures of between 50% and in certain cases as much as 300% by working with our marketing team,” he said.
“For 2013, we are committed to introducing with more initiatives directed at the retail market and assisting our current and future Gabriel outlets to increase sales whilst promoting Shock Absorber and Vehicle Safety.”
In-field marketing team: (011) 627-2500
Gabriel is a division of Control Instruments Automotive, a wholly owned subsidiary of the JSE listed Control Instruments Group. Control Instruments Automotive holds the manufacturing and distribution rights to the Gabriel range of shocks, struts and cartridge products for Sub-Saharan Africa.
Gabriel is now in its 77th year in South Africa. The company manufactures shock absorbers for most vehicles.
Gabriel was originally imported into SA in 1935. During that time, the company has introduced a number of world-first designs that were subsequently manufactured in plants worldwide. It was also the first shock absorber company to advertise on TV.