IDIR S.p.A. was founded in 1950 and has been operating for over seventy years in the automotive supply chain, specializing in the distribution of spare parts.
In 2018, the company acquired the new "Hub IDIR Logistica" facility—approximately 40,000 m²—and launched its advanced, automated logistics center equipped with Industry 4.0 technology. In 2019, IDIR reached the milestone of €100 million in revenue, thanks to a bold and forward-thinking growth strategy, and continues to expand its offering in the automotive sector.
Today, IDIR is one of the top companies in Italy in terms of revenue and project volume within the aftermarket industry , with both national and international presence.
increase in service profit margins compared to the previous year
growth in revenue compared to the previous year
average growth above the industry benchmark (source: Politecnico di Torino)
The website was outdated, presented clear technical issues, and failed to effectively communicate the company’s value.
There was no marketing automation system in place, and all client communications were entirely managed by individual sales agents.
The company lacked a clear positioning strategy that could highlight its uniqueness and the quality of its services.
There were no data analytics tools in use (such as Analytics, Tag Manager, Hotjar, etc.).
There was no well-defined process for managing incoming leads.
Reverse the declining revenue trend after years of consistent growth.
Improve profitability for each individual customer.
Establish a centralized communication system for all IDIR customers.
Differentiate from competitors without relying on price reductions.
Strengthen presence in the Italian market by acquiring new clients, particularly in central and northern regions.
Implement a customer classification system to enable targeted commercial activities.
After defining the details of each objective, we structured our intervention into multiple phases:
The outcome of this initial phase was the development of IDIR’s Growth Plan—a comprehensive 224-page strategic document outlining a clear roadmap of actions, objectives, and strategies to implement.
Creating the Growth Plan allowed us to shape IDIR’s customer acquisition strategy and, most importantly, define an effective brand positioning that highlights the company’s unique strengths.
This process also enabled us to identify the company’s true needs in terms of Human Resources.
As a result, we assigned a dedicated team of specialists to IDIR, composed of five professionals—each with a minimum of five years’ experience in their respective fields: ROMI Manager, Copywriter, Backend Specialist, Graphic & Web Designer, and Google Ads Specialist & Web Analytics Manager.
New Brands and Logos
IDIR provides a range of services that require distinct communication strategies. We began by developing three sub-brands—I-rent, Seven Parts, and Smart Shelter—each with its own identity and visual language.
Website
IDIR’s website had not been updated since 2015 and presented multiple communication challenges. The new website fully reflects the company’s identity and clearly conveys the unique value proposition that IDIR offers.
Sales Documents
We created key sales assets, including a complete redesign of existing catalogs and the development of entirely new sales documents.
These tools enhanced the relationship between customers and sales consultants by providing them with well-designed, effective materials to support their sales efforts.
Marketing Automation Systems
We optimized communication processes by implementing a centralized system for sending promotions and segmenting audiences based on specific target types.
Special Box
One of the most effective sales and marketing tools for acquiring new customers and fostering customer loyalty. The Special Box includes a curated selection of corporate documents designed to build trust and reinforce the value of the IDIR brand.
We developed a new communication strategy for social media and email, along with the launch of the IDIR Point loyalty program. We also designed the IDIR Banner, prominently displayed at Naples’ Maradona Stadium, and created numerous graphic materials used by the company for promotional purposes.
Additionally, we supported IDIR in launching the "Education Travel" program—a three-year customer loyalty initiative in collaboration with MSC Cruises.
Sales Process
We conducted weekly meetings with the entire sales team, introducing a unified methodology and setting clear deadlines to improve alignment and performance.
Development, Communication, and Promotion of New Brands
We managed the development and promotion strategies for new brands such as Smart Shelter (a photovoltaic canopy) and I-rent (a car rental service).
Autopromotec Bologna, May 2022
We handled the design and execution of IDIR’s exhibition booth, including three touchscreen monitors featuring dedicated landing pages. All collected data was integrated into the CRM system and assigned to the sales team for follow-up.
Lead Scoring and KPI Sharing
We provided a real-time performance dashboard to track marketing and sales KPIs and results from all campaigns.
We also introduced a Lead Score system—a metric used to evaluate customer loyalty—helping the company identify which customers deliver the most value to IDIR.
IDIR is the only independent Italian company in its sector, not part of any international group. It stands out for its strong leadership and ownership that is always attentive to customer needs.
Since becoming our partner, IDIR has seen significant growth in both brand awareness —across its main and sub-brands—and in return on investment .
We also established clear, measurable KPIs to continuously monitor and improve the performance of every initiative.
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