The cornerstone of the business’ proposition is the ‘hassle-free experience’ – turning the industry stereotype of rushed sales and pushy salespeople on its head and offering exceptional choice, value and service instead. The company’s ability to build relationships with its customers has meant that over half of their sales come from repeat customers and recommendations, and – according to independent review site, Reevoo – 95% of customers would buy from them again.

In 2014 we recognised the value in The Car People’s loyal customer following and identified an opportunity to help cement those relationships. In order to acknowledge the value of each individual customer and thank them for choosing us, Propaganda and The Car People developed a loyalty club, Friends. The programme rewards customers with special offers and discounts on motoring essentials and additional services like ‘Friends-lend’, which allows customers to rent accessories like sat navs and bike racks free of charge. In an ever more crowded and expensive environment – both on and offline – Friends was designed to encourage repeat custom and referrals by maintaining a special relationship with customers long after they had driven their car away from the showroom.

The Friends loyalty club has just celebrated its first birthday and, in its inaugural year, has been met with glowing reviews from customers who have been impressed with The Car People’s efforts to keep them close. We are delighted to join The Car People in celebrating this most recent demonstration of Friends’ value to customers, the brand, and the bottom line. The programme continues to evolve and grow, and we have lots of exciting plans in store for 2017.