Case Study

CSK Auto Surprises by Getting Mechanics Online

Targeted at the mechanics who work in independent car garages and service shops, CSK Auto developed a fun program that put a scratch card in the mechanics hand if they made a purchase over $50. Mechanics would then visit the program portal and input the scratch code for a chance to win an Instant Win prize – such as a car, or a motorbike. If the scratch code didn’t yield an Instant Win, reward points were deposited to their account and could be redeemed for smaller items from a customized catalog. This successful program ran for 3 years across the US and saw 50% growth over a historical “offline” program – proving that online programs can be effective even for service professionals. The program ended when CSK Auto was sold to O’Reilly Auto Parts in 2008.