Maintaining a steady flow of customer acquisition and retention is a significant challenge for many installers in the automotive industry. This is because automotive customers have many options when selecting products and services for their vehicles. To increase sales and profit, installers must distinguish themselves from the competition by providing compelling reasons for customers to visit and return. In response to this, Valvoline developed VPERK$ — an exclusive promotional platform — to help drive customer traffic and enhance customer loyalty for its installers.
VPERK$
This promotional platform offers two different programs — its loyalty program and its seasonal program. By leveraging these, automotive customers can save on specific Valvoline products and services through cash-back rebate offers.
To receive cash-back rebate offers for the loyalty and seasonal programs, customers must scan a QR code to initiate the claim process and Valvoline handles the rest. This streamlined approach ensures a hassle-free experience for installers and customers alike.
“In the past, the installer was responsible for taking the discount off the top of the invoice, and then Valvoline reimbursed them for that,” said Stephanie Sullivan, senior marketing specialist at Valvoline. “That was a nightmare for the installer to manage and process. That is why, this year, Valvoline put the consumer in charge of submitting their claims.”
By simplifying the cash-back rebate offer, Valvoline has made it even easier for its installers to leverage VPERK$ in their stores.
Loyalty Program
Created to boost customer retention, the loyalty program offers savings to its members year-round. All customers need to do to qualify is receive a valid Valvoline oil change. Once they sign up, they can submit their claim and get their cash back. Customers will receive $10 back on full synthetic oil, $7 back on semi-synthetic oil, and $5 back on conventional oil. In addition to cash-back offers, Valvoline will also send customers reminders via email.
“Valvoline has designed these emails to drive customers back,” said Sullivan. “The email will say, ‘Hey [customer name], you are due for your next oil change on this date range. Go back to your installer's location to get your next one.’ Then they will be eligible to submit another claim for $10 cash back.”
Seasonal Program
Just like its name says, Valvoline offers three programs seasonally throughout the year, each one month long. To attract new customers, each program centers around a cash-back offer for a specific product segment. Within the seasonal programs, Valvoline utilizes four promotions — each geared specifically to its different installer platforms. For example, one of its promotions will center on its dealership customers.
“Our dealerships purchase more chemicals versus oil, so in response to this, Valvoline is providing a promotion that supports those products versus oil base,” said Sullivan.
In addition to its dealership-focused promotion, Valvoline will have promotions geared to its auto service/tire shops, quick lube operations, and heavy-duty operations.
The seasonal promotion coming up soon — which installers must sign up for by April 30th — focuses on its new premium synthetic oil, Restore & Protect. Starting in July, customers will be offered $20 cash back when it’s purchased.
Fuel Growth Fast
To join VPERK$, all installers must do is be a Valvoline customer, advertise the promotion, and perform the service or supply the product.
“I think VPERK$ is an added boost for installers,” said Sullivan. “Through this program, Valvoline will help drive people back to its customer’s quick lube locations. Regardless of customer acquisition and retention rates, Valvoline is still putting forth effort to draw customers back to the shop so installers don’t have to.”
