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Vanarama launches industry-first rewards scheme

By The Drum Network, Staff Writer

February 20, 2020 | 3 min read

Vanarama, the UK’s independent commercial and personal vehicle leasing company, has launched Vanarama Smiles – making it the UK's first ever customer rewards scheme across the vehicle leasing industry.

The rewards scheme is available to Vanarama customers and gives every customer the chance to kickstart their consumer journey, beginning with up to £100 worth of free fuel and various other lifestyle discounts including Hoseasons holidays, Greggs breakfasts and Costa Coffee. The rewards are easily redeemable through the online platform, which was developed in partnership with TLC Marketing. The platform allows customers to accrue points and then redeem them against the rewards they want to use, as and when they like.

As part of Vanarama’s ongoing strategy to put customers at the heart of their business, Vanarama Smiles also offers various “always-on” rewards, such as 40% off Odeon cinema tickets and 20% off gym memberships for customers to enjoy weekly. This isn’t just a membership card, Vanarama Smiles is about rewarding customer loyalty and adding value outside of vehicle leasing.

As the vehicle buying process shifts away from ownership to usership, leasing is growing rapidly as an alternative for consumers wanting to drive brand-new vehicles on flexible terms. As such Vanarama is making a concerted effort to push the boundaries and offer new and existing customers more value and a stronger relationship with a trusted brand.

Vanarama Smiles means that the company is delivering yet another industry first with regard to the way customers interact with the automotive industry, creating a far more customer-first approach driven by real, tangible value.

Vanarama’s chief marketing officer, Paul Cable, says: “We’re delighted to launch Vanarama Smiles with a bang by rewarding the nation’s drivers with up to £100 worth of free fuel if they lease with us. We want to get them on the road in style, giving them tangible value straight away. Other players in the industry are happy to take customers hard earned cash and leave them out in the cold for 2 – 5 years but we want to embrace them and offer them a genuine relationship that’ll put a smile on their face every day.”

TLC’s group creative director, Rob Scott, adds: “Rewarding customers with little lifts that they can use throughout their lease builds a greater connection with the brand. In a sector that is mainly transactional this new programme sets Vanarama, a brand known for being innovative, apart from competition.”


Content created with:

TLC Marketing UK

TLC – A rewarding company

We live by a simple philosophy – create campaigns that are rewarding for our clients, not only in terms of business but also...

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