Under the Hood: A Look at Meineke’s New Loyalty Program
The Auto Care Firm Wants to Drive Existing Customers Back More than Once Per Year
By Kate Kaye. Published on October 08, 2015.
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When Meineke learned that 68% of its existing customers returned only once per year, the automotive care provider knew it had an opportunity to draw them back more often. The firm seized it. This spring it embarked on a massive overhaul of its loyalty program, investing a significant portion of its $5 million CRM budget in a Point of Sale system upgrade, data integration and franchisee and staff education. The result is the Meineke Rewards program which complements the company’s re-branding effort launched in September.
Sixty percent of the firm’s customers have already been to a Meineke, and garnering a repeat visit from just 10% more of those existing customers is a “conservative goal,” said Meineke Chief Brand Officer Artemio Garza.
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