May
17
By Mike Gorun  //  Be the First to Comment

What Would Your Customers Do If There Weren’t Any More Discounts?

Loyalty is a fickle thing. While your customer has consistently serviced their vehicle with you, when they get that $19.95 oil change coupon from your competition, will it go in the trash, or will they choose to take advantage of it and defect to the competition? Most consumers love sales and discounts. In fact, the whole reason negotiation exists in showrooms is the perception of a “good deal,” which is completely subjective and varies from dealer to dealer, as well as customer to customer. A […]

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May
10
By Mike Gorun  //  Be the First to Comment

How Mazda’s New Recipe for Customer Loyalty Can Translate to Dealers

In a recent interview with Automotive News, Masahiro Moro, head of Mazda North American Operations, detailed Mazda’s plan to increase customer loyalty for both the OEM and its dealers. While his plan mostly revolves around vehicle quality and diversity, as well as shifting from a sales-focused goal to one of retention, it also includes a nationwide training push with dealers to help improve the customer experience. Moro explained that in the past, Mazda’s business philosophy was expansion of sales: “Whatever you do, sell more cars.” […]

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Apr
26
By Mike Gorun  //  Be the First to Comment

How One Dealership Found the Recipe for Success in Customer Engagement

Getting your customer’s attention and engaging with them can be a tough task these days. There is so much competition from other marketers — customers are constantly barraged with messages from every side and in every way. Social media reach has decreased, digital marketing is ever more challenging and direct mail sometimes goes straight into the trash. This leaves some dealerships pulling their hair out due to the lack of response from their customers and prospects. However, dealers that think outside-the-box a little bit have […]

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Apr
22
By Mike Gorun  //  Be the First to Comment

How to Combat Loyalty Program Fatigue

The average U.S. household now belongs to more than 18 loyalty programs, for a total of more than 2 billion memberships. That’s an awful lot of loyal customers. But, all these programs and cards can have an unintended effect: customer loyalty fatigue. Most consumers do still participate in their ‘favorite’ loyalty programs, and for many businesses, it’s a proven marketing tool that adds revenue to the bottom line. So what is it that turns customers off? Some of the most common reasons are “I always […]

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Apr
12
By Mike Gorun  //  Be the First to Comment

Loyalty Is Much More Than a Transaction

According to a study by Colloquy, there are 3.3 billion loyalty program memberships in the United States, which averages 29 per household. Yes, loyalty programs are everywhere. From grocery stores, to gas stations and fast food restaurants, chances are high that a store you’re about to enter for the first time has a loyalty program. And the one thing that most of these programs have in common — they are based on transactions. In fact, a study by Cap Gemini found that 97 percent of […]

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