Our customized loyalty programs are making a huge difference to our dealer's bottom line. Loyalty Programs keep the relationship tight, fresh and valuable to both parties.
Cincinnati, OH (PRWEB) May 28, 2008
OneCommand, (http://www.onecommand.com) the nation's leader in preference-based, automated, multi-channel marketing for the automotive industry, today announced the addition of Loyalty Programs to its relationship marketing solutions.
Approximately 21% of an auto dealer's customer database defects annually, with the potential for a dealer to have to replace all of their customers every five years. As it costs far more to procure new customers than service existing ones, dealers are compelled to find effective ways to curtail defection and keep customers for life. Loyalty Programs help auto dealers dramatically increase the number of current customers that return to the dealership for service, and ulitmately, repeat vehicle purchases. Loyalty Programs identify customers in the dealer's database that are not performing in a loyal fashion and crafts multi-channel marketing campaigns to help improve loyalty.
"A huge percentage of our customers are now repeat buyers thanks to Loyalty Programs," stated Jim Gill, dealer principal at Chesrown Auto Group, a Buick, Pontiac, GMC and Kia group, in Columbus and Delaware, Ohio. "Loyalty Programs helped put us ahead of last year in both sales and profitability, despite tough market conditions."
On average, only 11% of buyers return to their original dealership of purchase for ongoing and regularly scheduled maintenance. However, of the 11% that do return, 72% will eventually re-purchase from that same dealership, making these customers very profitable.
Dealers need tools that not only focus on these profitable customers, but also effectively fight to curtail the defection rate -- at the average dealership, 89% of buyers will never return. Loyalty Programs help auto dealers decrease that number and increase the percentage of loyal customers that will re-purchase in the future.
"Loyalty Programs make customers feel that they are valued by the dealership and that feeling of value goes a long way in building a longer, more profitable relationship," said Al Babbington, OneCommand CEO. "Our customized loyalty programs are making a huge difference to our dealer's bottom line. Loyalty Programs keep the relationship tight, fresh and valuable to both parties."
Loyalty Programs allow dealers to segment and study their customer database based on frequency of purchase, dollars spent per visit and most recent visit. Loyalty programs are then crafted that specifically target customers with multi-channel marketing campaigns designed to promote action and create maximum impact through the customer's preferred method of communication; text, email, voice mail or traditional mail. It creates barriers to defection by giving customers a reason to want to do more business with the dealership. Loyalty Programs accumulate points towards new purchases, and customer-specific incentives entice the customer to visit that dealership for superior sales and service experiences.
Loyalty Programs are simple to customize for any dealership loyalty program; Chesrown offers a 40% discount off everyday pricing for oil changes for the customer and their extended family, Buy One Get One Free tire rotations, and points towards future vehicle purchases, among other things.
As part of its Loyalty Program Chesrown offers customers personal web pages where they can view vehicle service history, look up the next recommended service and book it online, and view and redeem their accumulated loyalty points. According to Gill, the combined program has enabled his dealership to differeniate itself from the competition and fight customer defection.
"Before Loyalty Programs we weren't getting the number of repeat buyers we deserved as we had nothing to offer our customers that was different from the guy down the street. Now, we have a process in place that is designed to enhance volume in the service lane and create repeat buyers. The loyalty card sets us apart from other stores and lets us share with our customers the unique practices we've implemented to make them feel special."
OneCommand will release the latest version of its powerful technology platform, OneConnect, in the summer of 2008. OneConnect version 3.5 will arm auto dealers with an enhanced suite of simple and easy-to-use customer communication tools, enabling the design and execution of targeted and effective multi-channel marketing campaigns within seconds.
About OneCommand (http://www.onecommand.com)
OneCommand is a leading provider of integrated and automated, personalized communications designed to streamline work-flow, reduce marketing expense and generate superior customer response. Focusing on the delivery of the right message, at the right time, and through the right channel, OneCommand has rapidly expanded its market penetration by helping its clients realize significant improvements in loyalty and retention, frequency of visit and overall profitability.
In 2007 the Company delivered over 100 million personalized communications on behalf of over 4,000 clients throughout North America.
OneCommand's proven, web-based Relationship Marketing Solutions enable customers to leverage the power of their voice through a multitude of channels, including voice messaging, mobile messaging, e-mail marketing, live call center services, direct mail and a variety of two-way communication streams.
By providing a seamless solution for communication from shop to buy to service and repurchase, OneCommand offers the opportunity to coordinate a unified message to customers. This approach, paired with custom automation of timely, relevant and consistent communications, has led to significant reductions in marketing expense and even greater improvements in the customer experience. For more information call 1.800.814.6820, email (lleugers @ OneCommand.com) or visit http://www.OneCommand.com.
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