Editor’s Note - This story was originally published in April's Loyalty Management Online, and is part of Loyalty360’s “Best of 2016.” We wish you and your family a happy holidays, and will return to our regular content schedule in 2017!
Artemio Garza, Chief Brand Officer for Driven Brands, holding company of Meineke Car Care Centers, always strives to ensure the company innovates to propel customer satisfaction and service. One of the biggest ways Meineke achieves that is through its loyalty program: Meineke Rewards.
The Meineke Rewards program is the first cumulative rewards program for a leading franchise in the automotive aftermarket.
The program has a simple structure, using a data-driven approach and advanced technology to understand drivers beyond their vehicle. The evolution of Meineke’s customer relationship program allows for greater personalization based on individual consumer and vehicle needs.
“We launched Meineke Rewards in December and since then more than 137,000 customers have enrolled and nearly 80% of the system has adopted the program. These results are very encouraging and a great sign that we created a program that truly resonates with our centers and customers,” Garza told Loyalty360. “With little advertising, we’ve achieved pretty quick adoption and that’s exciting. What’s more impactful is the types of insights we’re able to garner – like consumer behavior, what rewards resonate most with customers, etc. These will shape future conversations we have with our customers.”
How Meineke Rewards Works:
- Point-per-dollar system with bonus points on select services so customers can accumulate points quickly
- Simple redemption table allows customers to redeem points for the most commonly needed maintenance services
- Customers can redeem services for as little as 350 points
- Secure customer portal to view vehicle maintenance information, track points and schedule appointments
Launching a loyalty program was only the first step in redefining how Meineke interacts customers. “We are exploring opportunities in the connected car space,” Garza noted. “We see that as the evolution of our rewards program. In the connected car space, there are a lot of technology companies that connect today’s vehicles with the world around them. Every car made since 1996, has an OBD-II port that looks like an oversized USB port. Companies throughout the country are learning how connecting to that port, and gaining vehicle information, can help drivers make more informed decisions about their vehicles. As a leading car care provider, we know this is a vital opportunity to connect with customers in a way we never have before. ”
Garza said Meineke is in the beginning stages of developing the connected car program and is looking forward to testing it in a few centers by the end of the year.
“While we haven’t formalized a partnership with anyone, there are certainly companies – large and small – that we’ve been in discussion with recently,” he explained. “Overall, our goal is to establish a mutually beneficial partnership to create a program that will advance the world of car care for our customers. We’re looking forward to identifying and working with the right partner soon.”
Technology and accessibility to new information drives the change in consumers, Garza said.
"Consumers are aware that things are changing fast and that more and more information should be available to them and that is what is driving their expectations,” Garza said.
Understanding different audience members isn’t the real challenge though, Garza noted.
“The challenge is being able to handle all of the data points and information that is out there and use it strategically to create opportunities for advancement, like Meineke Rewards, our mobile app and more,” he said.
When asked about a brand that he benchmarks or follows that performs well in the loyalty space, Garza noted: “Based on personal experience, I would say Starbucks,” Garza said. “Most major airlines, American Airlines, specifically. I would say that American Express also does a really good job of fostering loyalty and incentivizing customers with its different products. Those are the first three that come to mind.”