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Renault's Bright idea aims to keep 'customers for life'

Renault's wholly-owned Retail Group has reported excellent initial feedback to its Bright initiative, with as many as 500 customers signed up to the fledgling loyalty scheme.

Matt Murphy, Midlands divisional marketing manager, described Bright as a “rewarding, benefit-based programme that makes life easier for customers”.

It is being piloted across the seven-outlet Midlands division. “The objectives are to improve customer loyalty to Renault Retail dealerships, helping to develop relationships between dealers and customers across all departments,” said Mr Murphy.

“We aim to keep the customer for life.”

Bright offers a package of benefits including courtesy cars, complimentary MoT tests with each service, price guarantees on like-for-like tyres and batteries, and free valeting.

Customers receive a membership card, which also entitles them to discounts with IMO Car Washes, Virgin Vie and Direct Line.

Mr Murphy said: “I believe Bright has a great future and could ultimately run nationally throughout the Renault Retail Group.

Bright gives us a vehicle to ask questions which we can use to develop the initiative while maintaining contact with the customer.”

Bright could conceivably be rolled out across Renault's franchised network “some way down the line”, but Mr Murphy stressed that it needed more development with “controlled growth” across the network to ensure it remained competitive.

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