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. “We have ensured that the procedures are consistent, so customers will be treated the same and know what to expect from each RRG outlet.” 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” to ensure it remained competitive.