Lacek Teams with Ford to Launch Owner Advantage Rewards
First Nationwide Automotive Manufacturer Loyalty Program

Challenge:
Ford, in partnership with Ogilvy Detroit, approached The Lacek Group to help devise, build and launch the first nationwide automotive manufacturer loyalty program. The objectives of the program were to improve owner retention for service transactions, grow retail spending, and increase repeat new vehicle sales. Lacek’s challenge was to build a program with a flexible marketing platform so that the program would meet Ford’s objectives, while also fulfilling the needs of independently-owned dealerships.

Solution:
After discussing program ideas with Ford and observing dealership operations, The Lacek Group delivered a program, Owner Advantage Rewards, which provides core benefits to all members at all dealerships, and also allows each individual dealership to customize the program based on its unique market conditions. As a result of these two key attributes, thousands of unique dealership programs now exist.

Core program benefits, electronic communications and a centralized loyalty tracking application were developed by The Lacek Group to provide a consistent message and marketing platform for the program.

The program centers on members earning credit, based on parts purchases and vehicle service visits, which can be applied toward future parts purchases and service visits. Not only does the program motivate increased parts and service spending at each dealership, but it also increases the liklihood that customers will purchase a new vehicle from that same dealership.

Results:
Service visit activity reports for members in the program present a double-digit percentage point increase over projected activity without the program. In addition, members of the program are spending more. The impact on new vehicle purchases will be measured as the program matures.