You Don’t Need a Loyalty Card to Make a Loyalty Program Work

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The most important thing to remember when implementing a loyalty program is that it needs to be easy for you AND easy for your customers.

The problem with many loyalty programs on the market today is that they require the infamous loyalty card.

With a card comes the issue of scanning the card and keeping track of the card; issues that frustrate both dealership personnel and customers.

There’s a better way. New card-less loyalty programs automate the entire process.

• Points are awarded based on sales and/or service purchases
• Points certificates are automatically sent to customers via mail and email.
• Balance totals are available online and via mobile application.

But are customers really ok not having a card? Of the 12 common loyalty program features evaluated by DMEa, a physical membership card ranks last in importance for customers with only 5% of customers saying it was important to them.

Mike Martinez is Chief Marketing Officer of DMEautomotive, the industry leader in science-based, results-driven automotive marketing that provides a range of marketing services to the biggest and most innovative automotive organizations in the industry. For more information, email



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