Affinion Loyalty Group, Richmond, Va., recently enjoyed a “ride and drive” event, in which company employees, family, friends and the community at large were able to drive a variety of General Motors vehicles in an important relationship-building activity.
Event attendees, who had to brave inclement weather, were able to get behind the wheel of a Cadillac CTC-V, Escalade, Chevy Tahoe, Silverado, Camaro SS, Cruze, Volt, GMC Terrain and Buick Regal on a two-mile road course.
“This is our second year of hosting and were delighted to bring this experience to the Richmond community again,” said Kathy Austin, ALG vice president of human resources.
ALG has provided customer loyalty solutions for GM for more than 10 years.
Events such as this help Affinion garner favorable community attention as well as provide an extra perk for employees, which are both important in developing and maintaining an excellent workforce, according to Austin.
“This was a great opportunity to have fun and to build relationships at the same time,” Austin told Loyalty 360. “We try to do things in our communities. It helps us build awareness as we continue to grow and look to hire quality people. It’s important for us to build our reputation in the community.”
ALG has 250 employees at its Richmond office, much smaller than some other companies with Richmond locations, including Capital One and Philip Morris, which are all attempting to draw from the same local talent pool when hiring.
ALG estimates that its loyalty products and services touch more than 125 million consumers. The company has more than 30 years of experience and seeks to help its customers with additional incremental revenue. In addition to GM, ALG’s customers include top financial institutions, hotel and airline companies.
ALG is the loyalty division of Affinion Group. Among the newest of the company’s programs is BankMyRewards, a comprehensive merchant-funded loyalty program. Through BankMyRewards, Affinion’s clients provide their customers with relevant cash-back savings or points from Affinion’s network of thousands of retailers, merchandise items, daily deals and gift card providers.
In addition to receiving savings on everyday spend, bank customers and credit union members are treated to individualized, promotional offers generated from Affinion’s modeling and analytics and actual shopping behavior, and distributed through Affinion’s patented technology.