How a travel incentive provider is using vacation programs to help dealers entice customers and differentiate themselves from the crowd
Dealerships that struggle to stand out among the crowd risk losing new and returning customers, along with any chance of a referral. It’s an issue that dealers, online and particularly in-stores, where walk-in traffic has dramatically declined, need to concern themselves with.
Research shows that the majority of car buyers are more likely to begin their purchasing journey online rather than at the dealership, but that a significant number of consumers still value the in-store experience. Offering an incentive program that ignites their interest could not only help dealers achieve a competitive edge over local rivals, but maintain it as well.
That is the thinking behind travel incentive provider Odenza and its vacation programs. “Our business is really quite simple: we help car dealers increase their sales,” says company President Rick Peters. “We do that by providing vacation programs that do one of three things: it helps them attract new customers to their car lot; it rewards returning customers, and it helps increase referrals.”
Odenza’s business involves offering something for everyone. For example, consumers that step into a dealership that offers their program have a chance to win a trip, a cruise, a resort stay or something else — if they purchase a vehicle.
Returning customers and referrals can also benefit from a trip of some sort. The idea is that these incentives will help consumers see the added value of doing business with one dealership over the other (located down the street). “That’s what gives the dealership the competitive edge in that marketplace,” says Peters.
Much like the credit card business, Peters says consumers who are searching to buy or lease a car are also looking to get something else out of the overall experience.
Much like the credit card business, Peters says consumers who are searching to buy or lease a car are also looking to get something else out of the overall experience. And although many dealerships already offer incentives, such as a referral program that can provide the customer with up to $500, according to Peters, they may not be doing enough with it.
“Dealers have a huge database of consumers that have not only bought or leased cars from them, but that have also come into their service department. They can use that database to send out emails to their customers to alert them to the fact that, if you buy a car now you can get a trip, or if you bring your car in you can enter a contest to win a trip or a draw prize,” says Peters. “There are all kinds of spin-offs that can actually happen as a result of using our incentive program,” he adds.
The company also wants to extend their travel services to dealership staff members by having managers reward their top performers, which can help boost motivation. An idea like “whoever sells the most new or used cars this month” could result in the top salespeople winning one of four prizes: a one-week getaway, a trip to Las Vegas for two, a five-day cruise, or a pair of tickets to a major concert (including Broadway shows) or a major league sports event.
“That’s something we are doing to energize the sales staff in the showrooms, and to help them get their numbers up as well,” says Peters.
As to what sets the company apart from its competitors, Peters says: “We think we do it better than anyone else,” thanks to a good travel team that comes from all over the world. “These folks can really work with people to come up with something that, in terms of their own program, is going to be quite unique.”
He adds that if someone were to win a trip but did not want to go to the pre-selected destination, an Odenza staff member would help them trade it in for a trip that is more suited to their preference in terms of location.
