Policywise has launched a new membership rewards program for its flagship Girls Drive Better product, which is an innovative insurance option for young women that focus on good driving techniques.
Girls Drive Better Rewards -- a loyalty program provided by customer acquisition and retention incentive specialist Entice -- offers policyholders the opportunity to save over 1,000 pounds per year on brands and products they use on a regular basis. The branded portal features more than 6,500 discounts and offers from top brands and retailers including Boots, Elemis, Virgin Vouchers, Ticketmaster, Champneys, Cineworld, Kuoni, Virgin Holidays, and Thorntons.
Simon Jackson, managing director of Policywise, told Loyalty 360 that his company wanted to give potential customers more of a reason to choose the Girls Drive Better product, and to offer existing policyholders an incentive that would add real value to them.
“We looked at several reward arrangements and chose Entice as our provider as they offer a wide variety of offers that is relevant to our customer base,” Jackson said.
Jackson said customers simply access the ‘Girls Drive Better Rewards’ portal to access the extensive list of brand discounts and offers.
“From start to finish, we have been impressed with the positive and professional approach of the Entice team, and to date have seen the portal being utilized by a high proportion of our policyholders,” Jackson said. “We are adding significant value to what is already a very strong product within the insurance market. We hope that all customers will derive great value from having access to the Girls Drive Better Rewards package throughout the term of their policies and that it will enhance their overall experience. I believe that the range of products available to our customers through our program is superior to others I have seen and will be truly valued.”
Jackson offered his thoughts on customer loyalty.
“The utopia for loyalty would be for people to view the brand as an emotion and see it as part of their lives,” he explained. “Brands such as Apple and Virgin were talking about emotion as a part of loyalty a few years ago. Emotions play a strong part in consumer purchasing decisions and we are more likely to remain loyal to a brand that we have an emotional connection with. How often do we buy a particular brand of chocolate, or phone, without truly exploring the other options available? Emotions can have a greater impact on loyalty than perhaps we realize.”
Jackson said loyalty is a behavior.
“I would like to think the customer would view our brand and proposition as a whole, and that before they made a decision to move to a competitor they would have considered the basics such as the core product, price, cover and service, but that they would then look further at the other value added services and benefits being offered. The desired behavior is that they will evaluate the benefits, which need to be transparent, and will be prepared to potentially pay more in recognition of what the brand is promising, or has perhaps delivered in the past. Offering something that is relevant, useful, and good value can encourage customers to stick with you.”