9:25 am, August 10, 2011
GFORCES has created a unique solution that helps car dealers increase customer loyalty and aftersales income.
Called ‘I Love My Dealer’, the application enables a car dealer’s customers and prospects to accumulate points whenever they interact with the dealership on Facebook – such as by ‘liking’, posting a photo, commenting on a dealer post or ‘checking in’ at the dealership site.
The dealer can tailor the value of the points accrued and decide how they can be redeemed, for example in exchange for a discounted car service or for merchandise.
As well as social interaction, a dealer can reward customers from any transaction they perform thus doing away with card and swipe systems.
The points system encourages customers to maintain an ongoing interaction with the dealership, creates additional opportunities to cross-sell and up-sell, and helps increase awareness of the dealership amongst a broad and growing community of Facebook users.
Social networking via Facebook has established itself as a huge online phenomenon, accounting for 12.4 per cent of UK internet visits in January 2011.
GForces reports that, while 83 per cent of the nation’s top 200 car dealers now have a Facebook page, very few have been able to translate this social media activity into increased revenues or customer loyalty.
As Facebook interactions are posted on newsfeeds and walls, friends and associates of a consumer using I Love My Dealer can see the benefits for themselves. Users can ‘invite’ friends to also become a ‘fan’ of the dealership, both earning points when they do so, further expanding the community of customers and prospects with which the dealer is engaged.
Facebook users need only sign up to the dealer’s Facebook page – a simple process taking less than one minute – and they can immediately begin interacting and earning rewards.
By logging on to the dealer’s Facebook page the user can view their points tally and see what their points can be redeemed for. The dealer can also use this page to publicise special Facebook-only offers to encourage an even greater level of interaction.
‘A digitalised loyalty scheme on Facebook holds many benefits for the automotive industry,’ said Tim Smith, GForces commercial director (pictured). ‘It is cost-effective, operates 24-hours-a-day, appeals to a huge audience and encourages genuine interaction.
‘There are further developments to come. We envisage a system whereby I Love My Dealer can schedule the customer’s car for a service by automatically inviting them to a Facebook ‘event’ at the prescribed interval.
‘The dealer can then engage directly with the customer through the network and send messages or reminders as appropriate. This technology is also directly transferable to mobile platforms, opening up a further array of possibilities.
‘Social media users are not just customers. They’re critics, influencers, and potential brand advocates. It is important to reward them for their loyalty and promotion of a brand – they’ll be sure to love their dealer more for it.’
