Why a Car Dealership Needs a Gift Card Program
Gift cards are often associated with many different types of businesses, including coffee shops, clothing stores, media stores, and large retail stores. Car dealerships, on the other hand, typically do not come to mind when you think of gift cards.
Ultimately, the revenues generated by a dealership’s gift card program will be more than enough to cover its cost. A dealership gift card program will often make customers feel as though that dealership values them as a customer and is interested in giving them a deal. Because of this, they will be more likely to purchase a vehicle from those dealerships than from one of their competitors. A car dealership gift card program can be implemented a couple of different ways.
Given Away With a New Car Purchase
Some dealerships may only give valuable gift cards to customers who have just purchased a new car.
One way to do this involves giving a gift card with a high value to a new customer. This gift card can be used toward the purchase of a new car. Are they going to use the gift card? Probably not, since they just bought a new car. What they will do, however, is give the gift card to someone who is interested in purchasing a new car, such as a friend, family member, or co-worker. This has the potential to create a new customer for the dealership.
Since many dealerships have service centers, they can also give away gift cards that can be used in them. To get their vehicle’s first tune-up or oil change, customers can redeem their gift cards at the dealership’s service center. If they are happy with the service, they are likely to return there again in the future to have their vehicle serviced.
Given Away to Interested Customers
Dealerships may give gift cards not only to new customers, but also to prospects. One example is the dealership that gives away gift cards to anyone who takes a car for a test drive. These gift cards may be good for other local businesses, like retail stores or car washes, or they may be used as a rebate on a new car. During the test drive, however, car salesmen will often try to convince the driver to purchase the vehicle.