First Marketing Starts Cardless Loyalty Program for Car Dealers

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First Marketing began a cardless loyalty rewards program yesterday for the automotive market. Loyalty Accelerator works with a car dealer's customer database to track and reward ongoing transactions, without the need to swipe cards.


The program debuts at the 89th annual National Automobile Dealers Association Convention and Exposition Feb. 11-14 in Orlando, FL.


Customers join the program upon their first vehicle purchase or based on other criteria specified by the dealer. The program's foundation is the points-earning strategy, which the dealer can customize for sales, service and referrals. The dealer controls the services rewarded and the rewards offered.


Members can access account information and redeem points through a password-protected Web site. They receive various welcome materials in the first 90 days, and then ongoing personalized print and e-mail communications.


First Marketing said the program aims to compete with third-party service providers to keep customers coming back for service and parts after the initial vehicle purchase. The association reports that service and parts are 57 percent of a dealer's profit and 11.5 percent of revenue.


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