Five Most Effective Customer Loyalty Programs in the Automotive Industry
The recent turmoil in the industry has led automotive companies to focus on new strategies and bottom-line impact on sales and profits. This has led to the deployment of loyalty rewards program for many automotive dealers, manufacturers, parts & accessories companies, and service providers. Automotive loyalty programs are retention programs that aid in driving repeat purchases, increase retention & customer lifetime value and convert customers into brand ambassadors. According to Wirecard, 75% of customers reported that they are more likely to make another purchase after receiving a loyalty reward. This reinforces the significance of incentivizing customers for multiple activities which provides a powerful hook for subsequent purchases. A customer loyalty program is embedded with multiple features, provides a seamless customer experience, and builds long-lasting relationships. In this blog, we will cover the 5 best customer loyalty programs in the automotive industry.
Top 5 Automotive Loyalty Programs:
One to One Rewards
Nissan Motor Co., Ltd. is a Japanese multinational automobile manufacturer headquartered in Nishi-ku, Yokohama, Japan and manages operations in four regions: Japan-ASEAN, China, Americas, and AMIEO (Africa, Middle East, India, Europe & Oceania). The company sells its vehicles under the Nissan, Infiniti, and Datsun brands. Nissan has an impressive track record of innovations that have greatly impacted the auto industry and the lives of drivers worldwide.
Nissan offers an engaging rewards program that helps customers earn, redeem, and save. Customers can earn points for getting their vehicles serviced, redeem the points on their next visit and use it towards discounts on factory-recommended service, parts, and accessories. One to One Rewards engages customers at multiple levels and is one of the finest customer loyalty programs in the automotive industry. Nissan also provides a cross-branded Nissan Visa Card, and customers can earn 5 points per $1 at Nissan dealerships and on gas; earn 3 points per $1 for dining at their favorite restaurants, as well as 1 point per $1 elsewhere. These points can be redeemed towards purchases or lease of a new Nissan or certified pre-owned vehicle, or for parts, service, and accessories at Nissan dealerships. One can also redeem for cashback in the form of statement credits (up to $300 per year). The program is designed in such a way that it not only engages the customers but also provides multiple options to earn points that can be redeemed for interesting perks and cashbacks. This program offers a powerful hook for repeat purchases, long-lasting service, and increased customer lifetime value.
WingStuff was originally founded by Rick Arnoldo (President) in 1999. WingStuff is a comprehensive online resource for everything the Gold Wing bike owner could need. From accessories and parts, to gear and equipment, WingStuff has created a veritable one-stop shop for the Gold Wing motorcycle enthusiast. WingStuff.com is a vast online resource for motorcycle riders, including bike accessories and parts, apparel, safety products, electronics, and community.
Wing Rewards is the WingStuff Loyalty Rewards Program that allows customers to earn points that can be redeemed for discounts on future purchases at WingStuff. There are three tiers in the program, and as one advances to higher tiers, they earn incremental benefits! Customers can earn points for referring a friend when they place an order, signing up for an email newsletter, sharing posts, pictures on social media, submitting a review and writing a comment on Gold Wing news blog posts. Points can be redeemed for $10, $20, $30 or $50 rewards that can be used on future orders placed at WingStuff. Wing Rewards engages customers in a 360-degree manner by leveraging social and advocacy loyalty thus converting them into brand ambassadors.
Wing Rewards introduces three tiers:
- Silver status users earn points at the rate of 3% back ($1 spent = 10 points earned)
- Gold status users earn points at the rate of 4% back ($1 spent = 13 points earned)
- VIP Platinum status users earn points at the rate of 5% back ($1 spent = 16 points earned)
Customers at VIP Platinum tier get incremental perks that are both monetary and non-monetary in nature – which makes the program truly aspirational. Customers at VIP Platinum enjoy advance notice for new products, GWRRA roadside rescue, free shipping – no minimum and 15% Off on international shipping. WingStuff has carefully crafted its automotive loyalty program which is a testimony to its die-hard enthusiast loyalists.
Ford Motor Company is a global company based in Dearborn, Michigan, that is committed to helping build a better world, where every person is free to move and pursue their dreams. Ford designs, manufactures, markets and services a full line of connected, increasingly electrified passenger and commercial vehicles: Ford trucks, utility vehicles, vans and cars, and Lincoln luxury vehicles.
Ford’s ‘FordPass Rewards’ program truly exemplifies customer loyalty in the automotive industry. Ford loyalists swear by it and are deeply engaged with the FordPass Rewards Visa Card which was introduced in collaboration with First National Bank of Omaha and Visa. It delivers the highest earn rate amongst automotive cards, special financing and points; all redeemable toward vehicle sales and service at Ford dealerships. By using it to make daily purchases, customers can help reduce the cost of maintaining their current vehicle or save towards their next Ford vehicle. Card features include a $100 statement credit when customers spend $3,000 within the first three billing cycles after opening an account, and low-interest financing for six billing cycles on Ford dealership purchases over $499.
FordPass Rewards Visa Card customers can earn points in a variety of ways, including:
- 5 percent back in points on Ford dealership purchases
- 3 percent back in points on gas, auto insurance, tolls, parking, and dining
- 1 percent back in points on all other purchases
- 10 percent back in points on Ford service – 5 percent back in Points on Ford dealership Purchases plus 5 percent back in points with FordPass Rewards
The FordPass app helps customers earn points, schedule service, control the vehicle remotely, and access 24/7 roadside assistance. The latter builds an emotional connect with Ford loyalists due to the promise of assistance 24/7 virtually anytime, anywhere! Additionally, there are services such as fuel delivery, flat-tire repair and more. Being there for their customers in their difficult circumstances builds a deep connect and long-lasting relationship. The FordPass rewards program provides great customer experiences at each touchpoint and builds fiercely loyal customers.
4. Stage 3 Motorsports
Stage 3 Motorsports Rewards
Stage 3 Motorsports is one of the leading Ford performance parts online retailers in the U.S. They have over 20,000 parts listed on their site, covering everything from high-priced superchargers and lift kits to basic accessories like LED replacement bulbs and grab handles.
An intriguing program, Stage 3 Motorsports Rewards engages customers at all touchpoints of their journey. Capitalizing on different types of loyalty, Stage 3 Motorsports have created a compelling, emotional, and appealing program for their customers. One can earn points for multiple activities like account creation, reviews, purchases, shares/follows on various social media etc. What sets this program apart is the emotional aspect of it. Stage 3 Motorsports truly care about their customers and award them points on their birthdays and anniversary. Apart from awarding points for a plethora of activities, the personal connect on birthdays forms an emotional bond with the customer. Customers earn 1 point for every $1 spent and can redeem 50 points for $1. Stage 3 Motorsports offers interesting rewards where customers can enjoy $10 off coupon for 500 points, $20 off coupon for 1000 points and $30 off coupon for 1500 points.
5. German-Bliss Equipment
German-Bliss Part Advantage Reward System
German-Bliss Equipment is a local, family-owned agricultural and construction equipment, parts, and service dealer in Central Illinois. German-Bliss Equipment is thriving by selling new and used agriculture and construction equipment as well as parts in-store and online. They are passionate about serving the customers like family and strive to provide excellent customer service in new and used equipment for agriculture and construction, rental equipment, parts ordering, and servicing equipment.
German-Bliss Part Advantage Reward System is an engaging program that rewards its customers not only for purchases but for multiple activities like referring friends, creating accounts, sharing on Facebook etc. Apart from earning points for these activities, German-Bliss Equipment rewards its customer’s points on their birthday. As soon as one creates an account, they receive 100 points upon joining and 200 points for referring friends after they complete their first purchase. Customers get 1 point for every $1 spent on online parts purchases. To keep the customers involved and active in the program, German-Bliss Equipment introduces a concept of points expiration – points expire after 12 months of inactivity. For an account to stay active, a purchase must be made within 12 months of the last purchase. This is interesting because it ensures the customers are constantly involved in the program and are successfully engaged. Customers try to accumulate more points which leads to repeat purchases and increased lifetime value. With German-Bliss Part Advantage Reward System, customers can buy more and save more. Customers can redeem 200 points for $10 off coupon, 300 points for $15 off coupon etc. One can avail $50 off coupon for 1000 points. All-in-all German-Bliss Part Advantage Reward System is an engaging, result-driven customer loyalty program in the automotive industry that goes beyond transactional loyalty.
Automotive Rewards Programs: Conclusion
Automotive industries are witnessing a positive impact from launching multi-dimensional loyalty programs and building long-lasting relationships with their customers. The best automotive loyalty programs offer an explainer page, provide a mix of monetary and non-monetary benefits, leverage social, advocacy and emotional loyalty and engage with users at multiple touchpoints. Designing a loyalty program is the first step; offering a unique experience and continuous engagement will lead to the success of the program. The brands listed above have deep-dived into their customers’ journey and carefully crafted their rewards program which is a testimony to their massive success and long-lasting growth.