AIR MILES program
CARSTAR has a long-standing relationship with AIR MILES, and the program was facing two challenges. The first was getting the franchise partners engaged and excited about the program again, and the second was to utilizing the program to its fullest, building loyalty and communicating with past customers. In 2011, two programs were developed to combat these challenges.
To help get the franchise partners further engaged with the AIR MILES program, we decided to run a contest, offering rewards to the franchise locations with the highest penetration rates during a ten month period. The contest was very successful, engaging franchise partners across the country, and also re-educating them on the rewards of the AIR MILES program themselves.
In order to build loyalty and communicate with past customers, a program was developed that would see a communication mailed out to anyone who had used CARSTAR’s services in the past four years, through the AIR MILES data base. These cards would be sent through the AIR MILES distribution system every 6 months, and featured bonus AIR MILES offers to encourage customers to use CARSTAR’s services again, and also offering bonus AIR MILES if they refer a friend, for both themselves and their friend.
Overall both programs were considered successful in achieving their desired results.