Chevrolet Peregrina and its “Peregrina Rewards You” Loyalty Program

Chevrolet Peregrina, located in Puebla, Mexico, is a leading automotive dealership that continually seeks to improve its customers’ experience, especially in the after-sales area. With the goal of increasing shop visit frequency, encouraging parts repurchases, and strengthening customer relationships, the company launched its “Peregrina Te Remia” loyalty program. This program, developed with the Lealto loyalty platform, has transformed the dealership’s approach to its end customers, achieving exceptional results.

Challenges

Chevrolet Peregrina faced several challenges common in the automotive industry:

• Low after-sales service recurrence: Although customers performed preventive vehicle services, a large percentage only returned at long intervals or never returned for corrective services.
• Competition in the spare parts market: Many customers preferred to purchase spare parts from independent repair shops or unauthorized dealers due to a perception of lower prices.
• Lack of differentiation: Peregrina needed to stand out from other dealerships by offering clear and attractive benefits to its customers.

Implemented Solution

“Peregrina Te Repremia” was designed as a comprehensive loyalty program for end customers, allowing them to accumulate points for each after-sales service contract and spare parts purchase. The accumulated points can be redeemed for exclusive benefits that strengthen the bond with the Chevrolet brand and ensure customers return to the dealership.

Key Program Features:

• Point Accumulation:
  • Preventive Services: Every time a customer performs preventive maintenance on their vehicle, they accumulate points.
  • Corrective Services: Specific repairs also generate points, incentivizing customers to perform their maintenance directly at Chevrolet Peregrina.
  • Spare Parts Purchase: The purchase of genuine spare parts accumulates additional points, incentivizing purchases within the official network.
• Rewards Redemption: Points can be used for:
  • Discounts on future services.
  • Additional accessories and spare parts.
  • Special experiences offered by Chevrolet Peregrina.
• Personalization Strategies:
  • Personalized push notifications, sent through the “Peregrina Te Premia” app, reminding customers of upcoming services based on their vehicle’s mileage.
  • Personalized promotions on specific parts, based on the customer’s purchase history and needs.
• Ease of Access: Customers can view their point balance, available rewards, and promotions directly from the app, simplifying interaction with the program.

Results

Since the launch of “Peregrina Te Premia”, Chevrolet Peregrina has experienced significant growth in several areas:

1. Increased recurrence of after-sales services:
   • Recurrence in preventive services increased compared to the previous year.
   • Corrective services also increased thanks to targeted promotions and points accumulation.
2. Increased sales of spare parts:
   • Sales of genuine spare parts grew thanks to points campaigns that highlight the importance of using genuine Chevrolet parts.
3. Greater customer engagement:
   • More than 85% of customers registered in the program have used the app at least once a year. month to check their points or redeem rewards.
4. Customer Loyalty:
   • The perception of added value has improved significantly among frequent customers, who highlight the program as a differentiating benefit compared to other dealerships in the region.

Keys to Success

1. Integration with Lealto:
   Chevrolet Peregrina used the Lealto platform to efficiently manage its loyalty program, integrating its billing and CRM system to automate point accumulation and redemption.
2. Personalized Strategies:
   Push notifications and personalized emails, based on demographic and transactional data, ensured that each customer received offers and reminders relevant to their needs.
3. Effective Communication:
   An omnichannel communication campaign was implemented that included social media, emails, in-app messages, and personalized attention at the point of sale to promote the program and educate customers about its benefits.
4. Tangible Benefits:
   Customers perceive real value by accumulating points and redeeming them for discounts and products that improve their brand experience.

“With ‘Peregrina Te Premia’, we’ve transformed our customers’ experience and strengthened our relationship with them. Now they not only return for our services, but they also trust us for the complete maintenance of their vehicles. This program has been a key differentiator in a highly competitive industry.”

Gerardo Trejo, Chevrolet Peregrina

“Peregrina Te Premia” is an example of how a well-designed loyalty program can positively impact both customer satisfaction and business results. Thanks to Lealto, Chevrolet Peregrina has been able to implement a personalized, efficient, and customer-centric strategy, becoming a benchmark in the automotive sector in Puebla.

Are you ready to implement a program like this in your business? Contact us to find out how Lealto can help you create a loyalty program tailored to your needs and goals.

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