Propark’s Expresso Parking operation recently added a loyalty program.
The loyalty program provides parking operators with a customizable online system to enroll and manage a customer loyalty effort. What’s more, the loyalty program gives customers the ability to earn points and redeem those points through an automated process.
The Expresso Parking facility is an off-site airport parking facility located in San Leandro, CA and services customers flying out of the Oakland International Airport. The project consisted of three entry lanes, two express exit lanes, two central cashier units, and four pay stations.
Scott Trout, who is the General Manager of Expresso Airport Parking/Propark America, participated in an engaging Q&A with Loyalty360 to talk about the new loyalty program.
What factors prompted Propark Expresso Parking to launch its loyalty program?
Expresso Airport Parking recognizes that loyalty is a key component to success in business. Your most faithful customers will not only park with you during all of their travels, but are a key in spreading the word about your facility and services to others. These valuable customers deserve a special reward for the valuable asset that they are. Expresso developed the “Big Shots Rewards” program eight years ago as a way for these travelers to be able to accumulate points to redeem for a variety of products.
Was customer feedback involved in this process?
Initially, the program was developed internally by ProPark staff and the executive team. As the program has evolved however, customer feedback has assisted us in improving the process on an ongoing basis. The program had been manually tracked, but it is now becoming automated thanks to a new program developed by Innoverse and Scheidt & Bachmann. As we roll out the new and improved version of the program, we are using a beta group of about 75 regular customers to test the system. During this time, the group will receive double points as a thank-you for their assistance and feedback on the new version.
How does the loyalty program work and what are your goals for it?
For each day stayed at Expresso the guest accumulates 1 point. Points can then be redeemed for free days of parking and car wash services during their stays. A free day of parking is equal to 7 points, an exterior car wash can be redeemed for 21 points. We also offer additional car services up to a full detail for 70 points.
How do you define customer loyalty and has that definition changed in recent years?
Customer loyalty can range from a loyal business traveler that stays with us weekly to the family that travels a couple of times a year. Each type of traveler is invaluable to our business during different times of the year. We are sure that once a customer has parked at Expresso and received the high quality of service that we provide, they will become an ambassador for our services.
How do you stay abreast of rapidly changing technologies?
There are many advancements in technology in the parking industry. We recently replaced our gate equipment with new state-of-the-art fee computers and pay on foot pay-stations. We have teamed with BMWi and are the guest garages for their all electric ActiveE fleet in the bay area. We are also teamed with many mobile phone applications, such as ParkNow, that are revolutionizing the way customers reserve spaces, find spaces, and pay for their parking. We are connected with many industry insiders to keep up to date on all the new options and exciting programs that can assist in our automation.