The Off-Road Express customer rewards program has several benefits for our customers as well as the dealership.
The customer receives a gold rewards card free with any major unit purchase.The card allows them to receive discounts in our parts and service departments and also receive points for every dollar spent in the store. Points can also be earned by joining our Facebook page, referring customers, providing us their email, etc. Customers are also given an opportunity to upgrade the card to a platinum card for $199, which would enhance all the benefits and discounts along with a $200 price break on the purchase of an extended warranty. The program has been an excellent way for the dealership to build loyal customers, capture emails and build our social network.
The dealership has already surpassed over 2,000 Facebook likes in just over one year, which is a great way to promote dealership activities. The points accrued on the rewards card can only be redeemed in service, so we have seen this program as a great way to build our service traffic and maximize every opportunity. The program also benefits the F&I department because about 40 percent of customers choose to upgrade to the platinum card, which has helped our warranty penetration.The rewards card program has been a great benefit to our customers as well as the dealership.