As Porsche is all about driving, we set out to create a loyalty program that rewards driving rather than spending. We created an experience based CRM platform, allowing dealers to create events, personal invites and reward high performing drivers. Building a positive relationship between drivers and Porsche with every drive.
After growing their business with more accessible models such as the Macan and the Cayenne, Porsche has a harder time to keep customers loyal by offering them a true Porsche experience, while the brand is their core strength to differentiate from brand as BMW and Audi.
How is Porsche different? A Porsche is far from ‘simply a car’. It’s the car brand for sports car lovers. Porsche cars are made to drive, preferably every day. Like Porsche founder Ferdinand Porsche once said, it’s not about the destination, it’s all about the drive: “I couldn’t find the sportscar of my dreams, so I built it myself”.
Porsche therefore asked us to define, design and develop a loyalty program. No loyalty program like every other car brand has, but a program matching Porsche’s premiumness, and mentality: create the Porsche amongst all loyalty programs.
A loyalty program that fits the Porsche brand and more importantly, resonates with it’s drivers in every single element. The program should strengthen the relation between consumer, brand and dealer and facilitate communication between:
Consumer - Brand (branded events)
Consumer - Dealer (local events)
All loyalty programs are based on a simple principle. The more you spend, the bigger your reward. As Porsche is all about driving, we set out to create a loyalty program that rewards driving rather than spending. Drive more, get more.
Your Porsche functions as a ticket to the world of Porsche. The app keeps track of the KM’s you drive, the training you complete and the events you visit, and rewards that with special badges and attractive privileges.
The program offers an overview of all (surprise) events, training programs and exclusive trips suited for you and your Porsche. Next to that, we help drivers to make the most of their drive with exciting handpicked routes that can take them from a curvy country road to a legendary pass in the Alps.
We created an experience based CRM platform, that allows dealers to create events, create personal invites and reward the best performing drivers. Building a positive relationship between drivers and the Porsche brand with every drive.
The program has only just released, but just in the first weeks, we see that over 25% of registered Porsche drivers are new ‘leads’ to official Porsche dealers. This proves that Porsche24 helps Porsche to change the relationship with customer changes from one-off sales to an increased customer lifetime value, which is key in the highly competitive aftersales market.
Porsche24 successfully revitalizes the relationship between brand, driver and dealer.
With Porsche24 we target all Porsche drivers out there. And as the average Porsche driver is far from average, we’re serving a pretty demanding crowd. In the end, Porsche builds uncommon cars for uncommon people.