Changing the face of Automotive Trade Loyalty
LOVE YOUR CUSTOMERS GROW YOUR BUSINESS Loyal customers directly benefit your bottom line: it costs around five times more to acquire a new customer than it does to retain an existing one. A happy customer is also more likely to purchase more products and recommend you to others more often. In this way, your customers’ relationship with your business can become a significant point of difference. It is important for trade customers to feel valued and appreciated by both dealers and OEMs in order to maximise repeat business. Reward and loyalty programmes tip the scales in your favour, both providing the opportunity for greater engagement with existing customers, as well as enticing new business acquisition. The GetGenuine GetRewards programme is a measurable marketing platform that positions your business for growth.
OUR STORY Why loyalty______________________________________________ 3 GetGenuine: An automotive world first_______________________ 7 Dealer feedback________________________________________ 13 Customer insights platform_______________________________ 14 Trade customer feedback_________________________________ 18 OEM feedback__________________________________________ 20 Programme features_____________________________________ 23 Our heritage____________________________________________ 35 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means including electronic, mechanical, photocopying, recording or otherwise without prior written permission of the publishers. ŠCopyright Smart Loyalty.
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THERE’S A BIG
DIFFERENCE
BETWEEN A SATISFIED
CUSTOMER
AND A LOYAL
CUSTOMER 2
WHY LOYALTY AS A BUSINESS STRATEGY In a marketplace that continues to become more and more commoditised, it’s become increasingly difficult to stand out.
A tailored loyalty strategy can deliver a number of business outcomes: Drive retention – Thank your valued customers and give them
a reason to continue to choose your brand.
Get more business – A way to grow share of wallet from
existing customers.
Enrich your communication strategy – Send personal and
relevant communications at the right time to your customers about your
products, services and promotions. It’s like having an extra salesperson, 24/7.
Add value to your acquisition strategy – Create a real point
of difference in a world of discounts and rebates.
Better understand your end customer – Predict and meet
customer preferences with the data, intelligence and unique insights created through loyalty solutions.
Create an emotional connection – Realise the benefits of
giving tangible rewards, which have a much higher perceived value than cash-related incentives, such as discounts and rebates.
Lower your risk, maximise your R.O.I – Utilise a business tool
that only costs you when your customer performs the desired actions.
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LET’S GET TO THE POINT Loyalty programmes can significantly influence buying behaviour: it has been proven that customers are more likely to buy from a company that has a programme in place and they will buy more from that company over time. If you operate in a crowded, competitive environment and want to be top-of-mind with your customers, then a well-crafted loyalty programme can greatly influence buying decisions – not just who your customers buy from, but also how much they buy, as well as increase the likelihood of repeat business. Loyalty programmes also offer you the chance to capture useful customer data: you can dig a bit deeper into the information you now have to further capitalise on any opportunities to engage your customers.
55%
of people will choose a product or company with a loyalty programme over one without.
80%
of customers buy more from
companies when they have a loyalty programme membership.
Point me in the right direction Points-based programmes that enable members to redeem points for vouchers or other rewards remain popular with both consumers and trade business customers.
54%
of people state that they like pointsbased loyalty programmes.
77%
of people ranked points-based programmes that enable members to redeem points for vouchers or other rewards as highly important.
Rewards: give the people what they want Data from Deloitte UK indicates people want personalised rewards or other experiences to be offered, tailored to their preferences or purchasing history. With 2 in 5 people stating they appreciate suggestions for rewards as well, the results are in: rewards programmes with flexibility and variety are key.
44%
of people want the option of personalised rewards based on their purchase history.
41%
of people agree that loyalty programmes help customers know what they want, and provide them with helpful suggestions and rewards.
32%
of people want a loyalty scheme that better reflects their lifestyle, such as offering them ‘freebies’ for activities they enjoy.
Source data: For Love or Money consumer study into loyalty programmes 2013; Deloitte United Kingdom, Customer loyalty: A relationship, not just a scheme, July 2017
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80%
of customers buy more from companies when they have a loyalty programme membership.
WHY LOYALTY WORKS RETAIN, ATTRACT & GROW Retain Customers Recognising and rewarding your customers is a major component of any loyalty strategy. To maximise results, it is just as important to combine recognition with targeted, relevant and personal communications. Why does it work? Put simply, it’s reciprocation: if you give freely to someone, that person is more inclined to give back to you in turn. In this way, loyalty programmes create a deeper
and longer-lasting customer connection than any product or service alone - and it costs your customers nothing to participate. Our partnership provides your business with an edge, making it more likely you will retain more of your key customers.
Attract New Customers In today’s world, it is not enough to just have competitive pricing, quality products and good service. Your customer wants to know what’s in it for them. Competitive pricing is a basic expectation across all customer groups, and working off low prices alone serves to only attract new, discount-hungry customers who will quickly move on for a better deal. Today’s customers want something additional out of a business relationship; loyalty helps create that point of difference. How? The ability to give your customer their own choice of reward can make all the difference
when attracting new customers. By pulling together compelling offers, and using marketing tools to present the offer well, it has been proven to change buyer behaviour and start customers down the path of trading with your business for value rather than price. This is especially powerful when operating in a crowded market where you need an extra edge over your competitors.
Grow Customers Overall Our programmes work like a silent salesperson when you are not in front of your customers. Studies show that customers purchasing similar products will focus on the reward element in making their purchasing decision. By fostering a more personal attachment to their rewards programme, customers feel more positive about trading with your business, and will do more business with you, more often.
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AN AUTOMOTIVE WORLD FIRST Launched in 2007, GetGenuine is an automotive trade rewards programme that utilises the power of collective automotive brands working together to incentivise the trade to purchase genuine parts. GetGenuine was created to provide manufacturers with an exclusive point of difference over the aftermarket. GetGenuine is a world first in the automotive industry and provides a unique platform for over 30 automotive brands to acquire new trade business, whilst strengthening existing customer relationships and motivating them to spend more.
For Partners (OEMs + Dealerships)
The programme provides a behavioural change tool, utilising the element of personal reward to generate loyalty. We have created an engagement platform to deliver highly personalised messaging for our automotive brands, offering them rich customer buying activity and behavioural intelligence data to drive retention, growth and acquisition.
For Members
It’s a simple process for GetGenuine members. They simply spend, earn, and redeem. Members earn points from our partnered businesses, which are then pooled into the one account and used to redeem their choice of reward. Our points of difference is that we give GetGenuine members the power to decide precisely what they want to spend their points on: they can choose virtually any reward they want*! Members can also redeem from the hundreds of rewards we have on offer in our catalogues, or thousands of rewards featured in our online Rewards Shop.
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STRENGTH IN NUMBERS GetGenuine brings together our brand partners, as one team, with a common objective. Through these strategic partnerships, we have developed a proactive industry response to counter the non-genuine market, with both total programme and brand-specific solutions. We realise that the parts environment differs from brand to brand. The strength of the programme comes in our ability to harness the collective sharing and contribution of strategies and ideas across these major automotive brands.
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GetGenuine delivers a unified industry response
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THE GENUINE COUNTERPUNCH An advantage for you GetGenuine fosters trade customer loyalty. An effective loyalty programme is your counter-punch to retaining your customers, acquiring new customers and growing overall sales.
It’s about your bottom line Ultimately, an effective loyalty programme is not about trade customers earning points and redeeming rewards. It is about building and enhancing customer relationships, and showing them a level of customer service that exceeds their expectations: a marketing technique that will help keep your customers loyal. The programme gives you the opportunity to gain a higher calibre of new customers, with an excellent lifetime value to your business.
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“ WE SEE THIS AS AN UNBEATABLE COMBINATION” NATIONAL PARTS MANAGER HONDA NEW ZEALAND LTD
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HONDA’S ASSESSMENT of the GetGenuine GetRewards Programme This chart showcases Honda’s trade position both before and after partnering with the GetGenuine GetRewards programme.
Database quality 10
Value of direct mail to customer
8
Targets all trade customers
6 4
Knowledge of customer buying activity
2
Customer contactability
0
Frequency of communication Customer retention
Customer engagement with direct mail
Ability to engage digitally
KEY Without industry rewards programme With industry rewards programme
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Source: Honda New Zealand Ltd
Dealers love our platform because it delivers real results “In the relatively short time that we have participated in the GetGenuine programme, we’ve already seen a growth in customers and more importantly, a growth in the average spend per customer on genuine parts. We see GetGenuine as an essential part of our marketing strategy to the trade as it gives us a strong point of difference against the aftermarket competitors.”
Group Parts Manager A.P Eagers
“The impact GetGenuine has made on my business is quite significant in the growth of both Kia and Nissan parts sales to the trade. We now offer the programme to all our trade customers, as we would like to see that they are rewarded for purchasing genuine parts. We have offered this to Kia customers now for quite some time and see it as a bonus reward programme for those who are interested in receiving rewards for all their hard work and little return they receive from their business.”
Parts Operations Manager Blackburn Kia
“We have been part of GetGenuine for over two years now, and have seen a substantial growth in the number of members transacting with us on top of an overall increase in average spend per member. The programme works well for us and is making a major contribution to the growth in genuine Volkswagen parts sales to the trade.”
Parts Manager South Yarra Volkswagen
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INSTANT ACCESS
TO CUSTOMER INSIGHTS THE DASHBOARD Gain a deeper understanding of your customers using the GetGenuine GetRewards programme. With behavioural insights at your fingertips, you have the ultimate tool to drive business growth.
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A TRADE ANALYTICS PLATFORM FOR DEALERS AND OEMS
THE APP The GetGenuine GetRewards app allows you to access customer insights even when you’re on the road! - Access customer accounts and contacts - Track purchase behaviour and view recent redemptions - Add customers to the programme - See programme news, promotions and special offers - Communicate directly with customers via instant notifications
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OUR INTERNATIONAL JOURNEY 16
GETGENUINE GETREWARDS Rewarding customers for purchasing genuine automotive parts since 2007
• Over 30 brands represented internationally • Over 90% market share of trade customers enrolled in programme • Our trade customers collect points from an average of
7 different partners • On average, GetGenuine members transact 85% more frequently per month than non-GetGenuine members • An average of 32% increase in spend following a customer’s first rewards redemption • More than 4,000 products available online in our Rewards Shop • Over 100,000 rewards redeemed
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FEEDBACK FROM THE TRADE: A TYPICAL GETGENUINE MEMBER
COREY & CHRISTINE Corey earns GetGenuine points from all his local genuine dealerships. Along with his wife Christine, they have enjoyed being members of the programme since 2012.
Corey and Christine have: 13 dealerships and suppliers they collect points from
Earned 693,201 GetGenuine points over the last 12 months
Enjoyed 7 reward redemptions in the last 12 months
“The fact we accumulate the points so fast and receive the rewards we want makes this programme a no-brainer” “Just wanted to say a BIG thanks to the team at GetGenuine. We have had the pleasure of being part of this great rewards programme for a number of years now, and we make a point of using the partners connected to it. The fact we accumulate the points so fast and receive the rewards we want makes being a member of this programme a no-brainer. The team at GetGenuine is always helpful, they follow up and most of all they’re great to deal with. So, thank you
Corey loves his fishing, and his recent rewards have centred on upgrading his fishing gear, and even a GoPro to capture some great snaps out in the wild!
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and your amazing team so much!”
Corey McLaughlan, Managing Director Ashton Panel and Paint Ltd GetGenuine Programme Member, New Zealand
Members love our platform because it delivers real benefits!
“A big shout out to the wonderful Team at GetGenuine and the rewards programme that we belong to. We signed up to the programme in 2009 and it has been a pleasure to be part of this programme, the site is user friendly and very easy to navigate. I regularly check our points and see what rewards we can redeem. Belonging to a rewards programme gives us the opportunity to support participating dealerships as well as rewarding us “the customer”. Thank you GetGenuine we really appreciate being part of a wonderful rewards programme”.
Rochelle Polglase, Bakerfield Place Panelbeaters (2009) Ltd GetGenuine Programme Member, Manukau, New Zealand
Stuart booked his honeymoon flights to Spain, for him and his wife, and upgraded to business class for the same flights with the Qantas points earned through the programme.
Stuart Buderim,
Stuart Buderim Mechanical
GetGenuine Programme Member, Australia
“When we recently needed to replace 37 monitors in our call centres we were able to use our reward points to purchase all of them. We have also been using points to book all of our air travel. If you are not currently part of the GetGenuine experience, I highly recommend it. The more partners you jump on board with, the more points you will receive! Simply brilliant!”
Smith & Smith
GetGenuine Member - New Zealand
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Case Study Ford was looking to grow parts sales to trade mechanics and panel shops throughout New Zealand. GetGenuine designed and implemented a campaign whereby trade customers were given a 20% stretch target, based on their purchases at the same time in the previous year. If these customers hit their target, they received triple reward points. GetGenuine delivered the entire promotion through a combination of electronic and direct mail channels to thousands of customers.
The campaign achieved a 28% lift in spend over the previous year’s figures.
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“It was obvious from the start that getting the best out of the programme would involve Head Office, the dealer network, trade members and GetGenuine. Setting fresh goals and gaining a commitment from all four parties is how we have obtained substantial double-digit growth to date (22% lift). It is clear that this growth is driving our trade business harder than ever, and interestingly, it clearly outperforms our total P&A growth over the same period.”
Product Manager Mitsubishi Motors Australia
“GetGenuine has become an integral part of our sales and marketing strategy for the trade customer segment of the automotive market. We continue to see strong growth, high levels of engagement and great return on investment through the GetGenuine programme.”
Fixed Operations Manager Ford New Zealand
“Mobilcard has been working with Smart Loyalty for nearly two years and during this time we have found them a very professional organisation with an excellent management team. We have seen amazing growth in Mobilcard through the GetGenuine programme.”
Mobilcard National Channel Manager Mobil Oil NZ Ltd
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ENABLING BRANDS & DEALERS TO EXECUTE TARGETED CAMPAIGNS DIRECT TO THE TRADE.
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CONNECT WITH YOUR CUSTOMERS THROUGH THE GETGENUINE MEMBER APP Giving your customers quick and easy access to the info they need
Your customers can: Access their points balance
View & redeem thousands of reward options
Add items to a wishlist for future redemption
Receive new deals and promotions
Connect with more programme partners
Get the latest GetGenuine updates
Our apps are developed for both Apple and Android platforms.
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INDUSTRY PUBLICATIONS
We publish a quarterly industry magazine, the Genuine Article. The Genuine Article features product specials from leading automotive brands plus industry news and other supplier promotions, all geared to drive growth, interest and engagement in the GetGenuine rewards programme.
Genuine Article is the preferred trade publication! According to independant feedback from Honda New Zealand.
97%
of respondents said they read the Genuine Article*. *10 year birthday survey sent out in July 2017 to approx. 4,700 programme Members.
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REWARDS CATALOGUE
We deliver two catalogues each year - a summer and a winter version - to all our programme members, including your customers. We showcase the latest technology, great brands and the most popular products from a variety of leading suppliers.
67% of members
said the Rewards Catalogue is the main influence when redeeming points! *Data sourced from our 10 year birthday survey sent out in July 2017 to approx. 4,700 programme members.
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REWARD EMAILS We tailor our rewards communications to make the most of all seasons, celebrations and occasions. Featuring products from leading suppliers, our personalised redemption emails are a way for our members to further engage with the GetGenuine programme and demonstrate additional ways they can redeem their points.
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SOCIAL
MEDIA
Social media is used as an additional tool to increase members’ engagement in the GetGenuine programme. We feature our promotions, giveaways and keep our members up-to-date with the latest rewards, offers, key information and programme news.
GetGenuine
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T S bE OF THE
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T S E b
OUR ONLINE
REWARDS SHOP
WORLD-CLASS BRANDS, ALL IN ONE PLACE Your customers can redeem their points on over 4,000 rewards from top brands and leading suppliers. rewards-shop.com
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'
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REWARDING YOUR CUSTOMERS WITH EXACTLY WHAT THEY WANT* Some of our members have redeemed points for:
Pete used his points to get a new mountain bike
Jarred used his points to get a spa pool
Garry used his points for a helicopter flight
Dave & Jo used their points for their wedding
John used his points for a holiday in Hawaii
Mike & Sally used their points for an African safari
MEMBERS CAN LET THEIR IMAGINATIONS RUN FREE! We specialise in delivering the rewards your customers dream of. rewards-shop.com/dream-rewards *Terms and conditions apply.
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LOYALTY
LIVES HERE
WE LIKE TO
SURPRISE & DELIGHT One of the ways we drive engagement, excitement and an emotional connection through our reward programmes is through the concept of surprising and delighting our members. We have a strategy to roll out regular promotions, prizes and giveaways, helping to improve the overall experience for your customers.
Some of the giveaways won by members include:
Wonders of Turkey Tour
Dubai Experience
Luxury Fiji Getaway
1,000,000 POINTS
800,000 POINTS
1,000,000 POINTS
San Francisco & Alaskan Excursion
Alaskan Adventure Cruise
Winter Escape to Queenstown
2,000,000 POINTS
Home Prize Package X2
1,100,000 POINTS
1,200,000 POINTS
African Safari
800,000 POINTS
500,000 POINTS
Get me to Fiji
300,000 POINTS
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GetGenuine is an automotive trade rewards programme that utilises the power of collective automotive brands working together to incentivise the trade to purchase genuine parts. GetGenuine was created to provide manufacturers with an exclusive point of difference over the aftermarket. GetGenuine provides avenues to acquire new trade business, whilst strengthening existing customer relationships and motivating them to spend more.
OUR HERITAGE Smart Loyalty is the proud founder of GetGenuine. We have championed business-to-business loyalty for over 20 years, delivering a broad range of solutions to multiple markets. Our programmes currently support 1,200 merchants, rewarding over 30,000 small business owners in the automotive, building and construction and agricultural industries. The GetGenuine programme is managed by Smart Loyalty, a division of Marque Group.
For further information, visit marque-group.com
We offer a multi-channel marketing tool that allows manufacturers and dealerships to deliver maximum exposure to the trade, which in turn influences buying behaviour. With our online tools and analytics platforms helping to identify further opportunities to grow sales, GetGenuine implements personalised, targeted campaigns to deliver measurable results.
RETAIN, ATTRACT & GROW
THE RIGHT CUSTOMERS with GetGenuine GetRewardsâ„¢