The automotive industry is embracing programmatic loyalty like never before. Staying on trend, Avis has announced the launch of “Free Days.” This is a promotion designed to enable customers to earn a free rental day each time they complete two qualifying rentals.
 
Formally known as “Drive Free,” the promotion runs through February 29, 2020 and is open to Avis Preferred members who reside in the United States or Canada. To participate, customers must register for the promotion at the company’s website and complete two Avis rentals in an intermediate car or larger for a minimum of two consecutive days.
 
“Customer loyalty is very important to us and the Free Days promotion is another proof point to how we reward customers for their continued business,” says Joe Ferraro, President, Americas, Avis Budget Group. “Free Days is open to all Avis Preferred members and can be used for business or leisure travel.”
 
Avis Preferred enables members to skip the counter at many locations and go straight to their car. Members who download the Avis mobile app on iOS and Android devices can also control their entire rental experience via their smartphone. Renters can make or modify a reservation, browse for and choose the exact car they want, flash the lights to locate the car, and even unlock the vehicle from the Avis app.
 
After registering, customers will receive a free day coupon each time they complete two qualifying rentals and can earn up to five free days per month for the duration of the promotion. The free day coupons can be redeemed through May 24, 2020. In addition, Avis Preferred members who elect to earn Avis Preferred Points will also earn points for every dollar spent on rentals and double points on accessories like SiriusXm Radio and child safety seats.
 
On the whole, this sounds like an effective modern loyalty program. While the core offering is traditional, the ability to skip the counter should appeal to today’s consumer, who often values a better experience more than a better price. In addition, the app seems like a strong way to engage consumers, as it gives them a flexible shopping experience that should appeal to Amazon-conditioned consumers. As we’ve heard from Harvard Business Professor Thales S. Teixeira, brands that are looking at changing consumer behaviors—and not just looking at their competitors—are taking the right approach in building customer-centricity.
 

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