What to Ask Before Implementing a Loyalty Program

When you own a car dealership, it’s important to reach out to your customers continuously even long after they have purchased their vehicles. Automotive email marketing isn’t always a popular option with many dealership owners, but it is a good one for those that are willing to go the extra mile for their customers.

While implementing a loyalty program isn’t difficult, finding the right company to partner with may be. You don’t want to partner with just any company. There are a few things you should ask before hiring a company to create a loyalty program for your dealership.

Have you seen any of their work? If another dealership has offered their reviews or testimonials on the website, try to check it out and see what kind of program they’ve created for that company. It can help you get a good idea of what you’ll be getting for your dealership.

What’s the company’s backstory? It may not seem important to know where a company came from, but it can help shine a light on what they are truly about. A company that has done everything they can to succeed is going to do everything they can to ensure other companies succeed as well. When it comes to small dealerships, it’s important to get the help you need to continue growing.

What is the angle of the program? Asking the company what their angle is can help you decide if they are going to do what you want for your customers. Whatever loyalty program you decide to use for your dealership is going to be a reflection of your business and how you feel about your customers, so you want to be sure that it is something you are satisfied with. If you’re not entirely satisfied with the idea of the program, do not settle for something you don’t like.

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Why Does Your Dealership Need a Loyalty Program?

Car dealership owners are well aware of how difficult it can be to retain customers and market to new and current ones. For a lot of consumers, buying a car is a one-time experience and they don’t feel the need to visit the dealership again; so as a dealer, it can be stressful to figure out how to get customers back into their business.

A loyalty program is a great place to start when it comes to finding a way to reach out to new and old customers. Car dealership incentive programs are actually more useful to customers than you may think.

  • Keeping your dealership’s name fresh in your customer’s minds is one of the key ways to get them to return for another visit, even if it is further down the road than you would like. It’s an easy way to remind them about your company. And if you offer exceptional customer service, they are going to remember their experience buying their car through your dealership.
  • Do you think you may be doing something wrong or your customers aren’t as happy as you would like them to be? A loyalty program is going to get you all of the feedback you need to know where your business is struggling and where things should be changed. Offering customers a chance to express their feelings and feedback makes them feel like their opinions matter and is beneficial for you.
  • Everyone likes an incentive! It doesn’t matter if it’s a percent off coupon, a referral reward or simply gaining points to redeem for a reward; any kind of incentive shows your customers that you’re willing to give them more than just what they’ve purchased. For example, if you offer your customers points for coming in and getting their oil changed with your business, they are going to keep returning for services, keep your business fresh in mind and gain something out of each return.


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