How Digital Rewards Increases Automobile Sales & Drive Revenue

Did you know 87% of consumers are more likely to purchase with a brand that offers a loyalty program? 

Why not engage your revenue teams with digital rewards to enhance the effectiveness of the sales channel? This innovative approach can help improve sales conversions and enable a seamless end-user experience. 

This blog provides in-depth insights into how implementing digital rewards can transform the automobile industry.

Common challenges faced by sales reps in the automobile industry

• Delays: Problems related to delivery delays in automobile sales and services, impacting customer satisfaction and retention.
• Lack of transparency: Issues with information transparency lead to customer distrust and dissatisfaction with the automobile purchase experience.
• Cumbersome end-user experience: Difficulties customers face in their interaction with automobile products and services, affecting brand loyalty and referrals.

In the fiercely competitive world of automotive retail, where consumer expectations are high, and the sales cycle can be challenging, finding innovative ways to boost conversion rates is paramount. 

Digital rewards programs are emerging as potent tools, offering more than fleeting discounts: they can fuel engagement, nurture loyalty, and, ultimately, drive automakers' sales.

Understanding the automobile industry challenges

The automotive industry faces unique hurdles:

1. High-consideration purchases: Cars represent significant investments, necessitating extensive research and deliberation. This lengthens the sales cycle and increases drop-off rates.
2. Cutthroat competition: From established brands to disruptive startups, the market is teeming with competitive forces. Standing out and capturing consumer attention is crucial.
3. Omnichannel expectations: Modern buyers demand a seamless transition between online research, test drives, and final purchases. Integrating digital rewards into this journey is essential.
4. Time-consuming: Manually procuring and distributing rewards was time-consuming, leading to a broken end-user experience and affecting future referrals.
5. High customer acquisition cost: Acquiring new customers via channels like ads contributes to a high cost per lead, reducing overall profitability.

Fueling the sales process of automobile industry with digital rewards

Digital rewards programs can address these challenges head-on:

1. Sweeten the test drive: Offer points or cashback for test drives. This not only encourages engagement but also generates valuable data on customer preferences for targeted follow-up.
2. Leverage the power of referrals: Incentivize happy customers to recommend your brand to friends and family. This will expand your reach and generate qualified leads organically.
3. Foster loyalty and repeat business: Implement a tiered loyalty program with exclusive benefits like service discounts, priority access to new models, or even upgrade opportunities. This will cultivate long-term relationships and encourage repeat purchases.

Effective digital rewards programs go beyond mere transactional point systems

Here are key considerations for success

1. Personalization: Tailor rewards to individual preferences and purchase stages. A young buyer might value accessories, while a family prioritizes maintenance packages.
2. Seamless integration: Integrate rewards seamlessly into the online and offline buying experience. 
3. Value over novelty: Offer rewards with real perceived value, not just fleeting discounts. Exclusive experiences, early access to models, or partnerships with relevant brands can be powerful motivators.
4. Data-driven insights: Track program performance, analyze customer behavior, and adapt your strategy accordingly. 

Case studies of companies with successful loyalty programs

Here are a few case studies of some of the top companies that have successfully implemented loyalty rewards programs and boosted sales.

1. Nissan One-to-One Rewards program: A detailed look at a top automotive loyalty program

Nissan Motor Company, a leading global automaker, understands the importance of customer loyalty. In today's competitive landscape, retaining happy customers is vital for long-term success. That's why Nissan offers the One to One Rewards program, widely considered one of the finest customer loyalty programs in the automotive industry.

Earning points

• Service visits: The program's core lies in rewarding customers for taking care of their Nissan vehicles. Every service visit, whether for routine maintenance or major repairs, earns points at participating dealerships. This incentivizes regular upkeep, leading to healthier cars and happier customers.
• Cross-branded Nissan visa card: Smart spending also pays off. The Nissan Visa Card rewards users with 5 points per $1 spent at Nissan dealerships and on gas, 3 points per $1 at restaurants, and 1 point per $1 elsewhere. These points accumulate quickly and offer exciting redemption options.

Redemption options

The flexibility of redemption is a key strength of one-to-one rewards. Points can be used for:

• Discounts on service, parts, and accessories: Save on essential car maintenance by using points towards oil changes, tire rotations, and more.
• Purchase or lease of a new Nissan or certified pre-owned vehicle: Reward yourself for loyalty with a shiny new Nissan or a reliable pre-owned option.
• Cashback in the form of statement credits: Redeeming points for cashback (up to $300 per year) offers an immediate financial benefit.

Program benefits

• Increased customer engagement: The program encourages repeat business and fosters a deeper connection between Nissan and its customers.
• Enhanced customer satisfaction: Rewarding customers for loyalty builds goodwill and positive brand perception.
• Boosted customer lifetime value: Happy customers stick around longer, increasing revenue and profitability for Nissan.

Overall, the Nissan One-to-One Rewards program stands out as a well-designed and effective loyalty program. By offering multiple earning and redemption options, it caters to diverse customer needs and preferences. This, in turn, drives customer engagement, satisfaction, and ultimately, profitability for Nissan.

2. FordPass rewards - Driving customer loyalty in the automotive industry

Ford Motor Company, a global automotive giant, has always been dedicated to creating a world where everyone can pursue their dreams through the freedom of mobility. Their commitment extends beyond simply manufacturing vehicles; they've built a robust ecosystem around the customer experience with the FordPass Rewards program. This program, particularly the co-branded FordPass Rewards Visa Card, is a shining example of customer loyalty in the automotive industry.

The power of the FordPass Rewards Visa Card

In collaboration with First National Bank of Omaha and Visa, Ford launched the FordPass Rewards Visa Card, offering the highest earn rate among automotive cards. Cardholders can accumulate points on everyday purchases, which translate to significant savings on Ford vehicles, services, and accessories. 

Key features include

• 5% back in points on Ford dealership purchases
• 3% back in points on gas, auto insurance, tolls, parking, and dining
• 1% back in points on all other purchases
• 10% back in points on Ford service
• $100 statement credit upon spending $3,000 within the first three billing cycles
• Low-interest financing for six billing cycles on Ford dealership purchases over $499

These features incentivize cardholders to use it for their daily transactions, ultimately reducing the cost of vehicle ownership and potentially leading to repeat purchases from Ford.

Beyond points: Building emotional connections

The FordPass app goes beyond rewarding. It offers a suite of features that cater to various customer needs, fostering a deeper emotional connection with the brand:

• Earn points and track rewards
• Schedule service appointments
• Remotely control vehicle features
• Access 24/7 roadside assistance
• Additional services like fuel delivery and flat-tire repair

The 24/7 roadside assistance, readily available through the app, is a significant touchpoint. Knowing that Ford is there for them anytime, anywhere, creates a sense of security and trust among customers, strengthening their loyalty.

The Result: Fiercely loyal customers

The FordPass Rewards program, with its lucrative rewards and customer-centric app, delivers exceptional experiences at every touchpoint. This commitment to customer satisfaction translates into:

• Increased customer engagement and retention
• Elevated brand perception and loyalty
• Potential for higher sales and service revenue

In conclusion, FordPass Rewards stands as a testament to the power of customer loyalty programs in the automotive industry. By offering valuable rewards, convenient services, and emotional connections, Ford has cultivated a fiercely loyal customer base, ensuring a smooth journey for both the company and its customers on the road ahead.

3. BMW Inside Edge - Driving loyalty beyond points

BMW Inside Edge is an innovative rewards program specifically tailored for BMW Company Car drivers. Representing the first of its kind, this ground-breaking scheme is designed to provide exclusive benefits to members, aiming to enhance their business and daily experiences through a range of perks.

Challenge

Traditionally, luxury automakers struggle to engage directly with company car drivers. BMW UK sought a way to bypass intermediaries and build brand affinity amongst this valuable segment.

Solution

Enter Inside Edge, a revolutionary "no-point, reward-only" loyalty program. Ditching the traditional points system, Inside Edge delivers instant access to a rotating carousel of curated perks designed to enhance the lives of busy professionals.

Key features

• Seamless onboarding: BMW owners simply register with their license plate, eliminating complex registration processes.
• Reward variety: From claimable gifts like movie tickets to exciting prize draws, Inside Edge caters to diverse preferences.
• Partner ecosystem: Collaborations with non-automotive brands, like coffee shops and app providers, broaden appeal beyond car enthusiasts.
• Strategic insights: Short surveys attached to certain rewards gather valuable data on member preferences and driving habits, informing future program improvements.

Why it works

• Perk-driven logic: Immediate benefit experiences feel more rewarding than accumulating points, driving higher engagement.
• Prize draws: The thrill of winning keeps members on their toes and incentivizes program participation.
• Broad reward selection: Catering to diverse interests through non-car related perks expands the program's reach and value proposition.

Results

Inside Edge has transformed BMW's relationship with company car drivers. The program boasts high engagement rates, with members actively claiming rewards and participating in surveys. Moreover, valuable data gathered through the program informs future offerings, ensuring an ever-evolving and rewarding experience for members.

BMW Inside Edge demonstrates the power of a well-designed, perk-driven loyalty program. By focusing on instant gratification, diverse rewards, and strategic data collection, the program successfully engages a traditionally hard-to-reach audience, solidifying BMW's position as a brand that understands and delivers value beyond the car itself.

Conclusion

The automotive industry has embraced the power of reward programs to build lasting customer relationships. However, challenges like delivery delays, opaque communication, and cumbersome user journeys can hamper their effectiveness. Xoxoday bridges the gap with its innovative digital rewards platform.

Tailored programs incentivize sales teams, cutting-edge logistics ensure timely deliveries and foster trust, and a vast reward catalog empowers customers with choice and flexibility. Their solutions have led to increased sales conversions, cost savings, and improved customer referrals for automakers.