The car has the potential to become the ultimate loyalty card.
The car is essentially an extension of our everyday lives. Most people use their car every day, spending a considerable amount of time listening to music on the radio or making important phone calls on the go. As a result, drivers spend large amounts of money using their car, i.e. gasoline, car washes, vehicle maintenance, accessories, shopping trips or traveling to entertainment venues.
What if car brands could support or even influence the purchasing decisions drivers make?
Until recently, engaging with anything other than the car controls, stereo and navigation system was difficult and quite frankly dangerous. This has since changed due to improved voice controls, better touch screens, ultra-fast connectivity and Artificial Intelligence.
Now cars have the possibility to do more than just take its driver and passengers from point A to point B. Technology has created a huge opportunity for the car eco-system and brands moving forward.
Imagine if the car helped its owner automatically keep track of gas station loyalty programs and accumulated points, restaurants in the area with great lunch menus, or deciding whether or not it’s worth a detour from the weekly grocery trip to go pick up your favorite bottle of wine, seasonal vegetables or fresh seafood. Forget about Alexa, teach the car what you want and it will become indispensable to you.
Improving brand loyalty for the car brand is sufficient enough for car manufacturers to justify venturing into loyalty, but the business case is much greater. With changes in car ownership among millennials, autonomous cars and rapid development in NLP and AI, now is the time to act.
Will the automotive industry wait for Amazon or Google to take over the car? Or will they take control over their own destiny?
DMI has spent the past 10 years delivering loyalty solutions for many of the world’s leading brands including Anheuser-Busch, IKEA, Telefonica, Vodafone, Unilever and Virgin as well as solutions for major automotive manufacturers such as Volkswagen, Audi, BMW and Toyota and other large OEM’s.
Chief Innovation Officer