The GOLD standard: Conti’s Retailer Program

March 21, 2012

The Continental GOLD Retailer Program's website has been improved, making it easier for members to keep up with their purchasing goals.

The improvements allow associate members not only to track their purchases, but also compares them to the levels they need to reach to receive bonuses.

“We tell them what they need to do in order to get to the next level,” says Madonna Conroy, marketing programs administrator at Continental Tire the Americas LLC. The bonuses include:

* Quarterly cash rewards (75 units a quarter).

* Anniversary bonus, which applies to a dealer after his first 365 days in the program are completed (minimum qualifying bonus: 300 units).

* Annual volume bonus.

* Growth bonus versus the previous year (minimum growth of 10%).

* Incentive trip (2,000 units).

Volume bonuses are based on three levels: Standard (700 units), Select (1,200) and Elite (2,000). The bonus per tire ranges from 75 cents to $1.25; for example, an Elite associate dealer who purchased 2,000 Continental and General tires over the course of the year would receive a volume bonus of $2,500. Continental also would  pick up the tab for two to the GOLD Dealer incentive trip.

If a dealer meets all of the program’s sales targets, he or she can earn more than $20 a tire in bonsues. And if you are part of another dealer group that, as an entity, is a GOLD Member, you may be able to earn more.

To date, there are 2,400 associate members participating in the Continental GOLD program (GOLD stands for Great Opportunities for Leading Dealers). In addition, there also close to 25 tire distributor members. The website also gives detailed breakouts exclusively to the distributors.

There are two more planned phases in the program, adds Continental.