Dealers can reward their most loyal customers and encourage repeat business by using a new customer database software called 'Valu-Trak.'
The program, produced by Auto Source Marketing, a Riverton, Utah, marketing firm - rates customers in a dealer's database based on how often they visit and how much money they spend at the dealership. Customers are grouped into four categories based on their spending habits, and dealers receive a detailed profile of each segment.
The theory behind the program: Dealers should treat their repeat customers better than customers who spend less at the dealership. The most loyal customers are more likely to stay loyal and to make referrals.
'Dealers can identify their best customers and find out why they are the best customers,' explained Grant Fletcher, CEO of Auto Source Marketing. 'Based on the profile, dealers can find more customers like them.'
The program includes a strategy for rewarding the top customers with priority treatment in the service department, service discounts, free car washes, free towing service and free pickup and delivery of cars to get service.
Customers are ranked Platinum (above average in dollars spent and number of visits), Gold (below average dollars spent and above average number of visits), Silver (above average dollars spent and below average number of visits), or Bronze (below average dollars spent and number of visits).
The program costs about $3 per customer and includes the marketing strategy, customer profiles and three-month evaluations for one year.