First, stop calling it a Rewards Program. When deployed using today’s criteria (the 5 P’s of Relevance), you can expect these results:
• Decrease 1-and-dones
• Increase annual household spend
• Increase average repair order
RELEVANCE matters for today’s consumer.
“71% of consumers claim that loyalty incentive programs don’t make them loyal at all. Instead, in this new era of digital-based competition and customer control, people are increasingly buying because of a brand’s relevance to their needs in the moment.”1
Whereas most companies focus on the 4 P’s of Marketing – product, price, place and promotion – today’s marketplace requires that businesses should expand their thinking to the 5 Ps of Relevance: purpose, pride, partnership, protection, and personalization.
PURPOSE: Customers feel the company shares and advances their values.
eWardMe Auto Shop Rewards allows your customers to be in alignment with your CSR (corporate social responsibility) and message on causes and social issues through fundraising and matching customer donations of their Reward Dollars.
PRIDE: Customers feel proud and inspired to use the company’s products and services.
Spread the message of your CSR efforts through email, SMS and direct mail to garner a sense of pride in doing business with you.
PARTNERSHIP: Customers feel the company relates to and works well with them.
Personalized reminders of services needed are sent in the spirit of partnership with the customer. This is reflected in The Loyalty Lifecycle. Partnership is also formed through shared community outreach and fundraising, with the donation of Reward Dollars to local and national non-profit.
PROTECTION: Customers feel secure when doing business with the company.
Sending personalized reminders and messages with a customer. Sharing how your auto repair shop cares for their customers’ safety and their vehicles’ performance and reliability with maintenance reminders. Providing 24-Hour Nationwide Roadside Assistance. All these contribute to providing your customer with a sense of protection.
PERSONALIZATION: Customers feel their experiences with the company are continuously tailored to their needs and priorities.
Today’s customer will know if the messages you send them are personalized for them, or if it’s just another mass send. As an auto repair shop, your marketing and communications with customers can be tailored to their needs and priorities with eWardMe Auto Shop Rewards, Predictive Reminder Mailers, Predictive SMS and Email messages – all personalized for your customer.
“If the first four P’s are additive, the final one — personalization — is multiplicative. A key component of becoming a living business is conveying exactly the right message, experience, or offer to customers in exactly the right context. It’s a level of personalization that few companies ever attain.”1
Your goal is to have your customers see their engagement with your brand as an ongoing relationship, rather than a one-and-done purchase. eWardMe Auto Shop Rewards and Pit Crew Marketing provides a high-level of deployment for all 5 P’s of Relevance for your auto repair shop.
Contact us today to learn how we can help you properly deploy the 5 P’s of Relevance with our eWardMe Auto Shop Rewards Program, predictive SMS blasts and email triggers, as well as our Predictive Reminder Mailers and Gift Card Mailers.
1Marketers Need to Stop Focusing on Loyalty and Start Thinking About Relevance by John Zealley, Robert Wollan, and Joshua Bellin, Harvard Business Review, March 21, 2018