Internet Makes Loyalty Programs Easier

The Internet apparently is making it easier for dealers to participate in customer-loyalty programs.

Summit Resources LLC touts its LoyaltyCash Web-based program as one that lets customers join themselves rather than dealership staff enrolling them.

“Several years ago, we developed our own loyalty program but quickly found it was a nightmare to administer,” says Mike Breyfogle, general manager of Tempe Dodge Chrysler, Jeep, Kia in Tempe, AZ.

He credits the Summit software as simple to use. “It automatically tracks customers' entire repair-order history, how much they spend with us and their LoyaltyCash balance.”

The more customers spend throughout a dealership, the more they earn credits to apply toward future transactions, including service and purchases. Dealers individually decide what percentage to assign as customer rewards.

“Dealers like the program because it “easily integrates with their databases,” says Jonathan Lucenay, Summit's CEO.