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Ben Lovie Director of Marketing PowerPoint Presentation
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Ben Lovie Director of Marketing - PowerPoint PPT Presentation

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Ben Lovie Director of Marketing

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  1. LAUNCH SESSION Ben Lovie Director of Marketing Sharon Rupal Director of Human Resources

  2. CUSTOMER LOYALTY STRATEGY • MEMBERSHIP LEVELS • CLUB OPENROAD FEATURES/BENEFITS • ENROLMENT • LAUNCH OFFER • ADVERTISING • SUPPORT • Q&A

  3. CLUB OpenRoad GOALS • Recognize loyal customers and have them earn points towards their next vehicle purchase. • Points will be converted to a cash discount off the purchase price. • Keep customers engaged throughout the year • We only see customers 1.5 times per year • Reinforce unique OpenRoad experiences • It is more than a points program

  4. OUR LOYALTY STATS ORAG Sales loyalty (2010) 12.3% Purchase 2-9 cars. Excludes fleet. ORAG Service Retention (2010) 39% Retention after first service. First servicebetween 2003-2010 and still active in 2010.

  5. OUR LOYALTY STATS ORAG Sales loyalty (2010) 12.3% Purchase 2-9 cars. Excludes fleet. ORAG Service Retention (2010) 39% Retention after first service. First servicebetween 2003-2010 and still active in 2010. Targeting 3-5% lift year-on-year

  6. MEMBERSHIP LEVELS

  7. MEMBER ELITE Sales Customers GM List (existing sales customers) Service Only Customers

  8. MEMBERSHIP BENEFITS

  9. MEMBER Service Only Customers ** Paid service bill includes labour and parts. Prepaid customers receive $85 per service visit. Does not include warranty, parts only or accessory only purchases. Calculated before tax. * Accessory products that qualify for 20% off accessories are listed on Club Member web page. Parts only excluded. Cannot be combined with any other offer. ELITE MEMBER Sales Customers & GM list

  10. MEMBERSHIP ENROLLMENT

  11. WHAT DO WE NEED TO ENROL A CUSTOMER?

  12. WHAT DO WE NEED TO ENROL A CUSTOMER? ALL WE NEED IS AN EMAIL IN REYNOLDS

  13. ENROLMENT PROCESS WITH EMAIL NEW CUSTOMER Collect email in Reynolds EXISTING CUSTOMER Email already in Reynolds Members (SILVER) Receive card and welcome pack in the mail within 4 weeks. Welcome brochure given at point-of-sale

  14. ENROLMENT PROCESS WITH EMAIL Loyalty Database NEW CUSTOMER Collect email in Reynolds EXISTING CUSTOMER Email already in Reynolds Welcome Email Sent Members (SILVER) Receive card and welcome pack in the mail within 4 weeks. Welcome brochure given at point-of-sale

  15. ENROLMENT PROCESS WITH EMAIL Loyalty Database NEW CUSTOMER Collect email in Reynolds EXISTING CUSTOMER Email already in Reynolds Welcome Email Sent Toll free Member Support

  16. ENROLMENT PROCESS WITH EMAIL Loyalty Database NEW CUSTOMER Collect email in Reynolds EXISTING CUSTOMER Email already in Reynolds MEMBER LOGINS TO WEB PAGE Welcome Email Sent Toll free Member Support Members (SILVER) Receive card and welcome pack in the mail within 4 weeks. Welcome brochure given at point-of-sale

  17. HOW DO WE ENROL A CUSTOMER WITH NO TRANSACTION?

  18. CUSTOMER WITH NO TRANSACTION Call Member Support 1800 859 9820 Customers can call direct or you can call with the customer and get them set up with a Club OpenRoad membership. (managed by loyalty software vendor)

  19. MEMBERSHIP CARDS

  20. MEMBER ELITE Customer receives welcome flyer in their sales pouch Customer receives personalized card in the mail within 4 weeks. Customer receives card in-store with welcome envelope Not personalized

  21. MEMBER WELCOME EMAIL AND WEB PAGE

  22. LAUNCH OFFER

  23. 20% off service applies to scheduled manufacturer maintenance service only. See store for your published vehicle maintenance schedule. This discount must be used by December 31st 2012. The $200 towards your next vehicle purchase will be shown as points in your Club OpenRoad account. These points are valid for 7 years.

  24. ADVERTISING • Driver Magazine • Email Blast • In-store POP (brochures, posters etc) • Website banners and video • TV weather sponsorship • and Online campaign

  25. SUPPORT IS NEARBY • 1800 859 9820 (loyalty software vendor) • club@openroadautogroup.com • Intranet • Club OpenRoad committee

  26. NEXT WEEK’S TRAINING • Provided by loyalty vendor • Focus on “how to maximize Club OpenRoad in the sales and service process”

  27. Q&A • Number 1 take away • email = enrolment