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Driving Loyalty and Growth Through Affinity Partnerships

In today’s automotive landscape, brands are looking for new and innovative ways to cut through the noise — created by competing automakers, technological advancements and shifting consumer demands — to gain new customers and keep current customers engaged. The opportunities to attract new customers are endless but which one is the most effective?

While casting a wide net may work for some, one powerful and often overlooked strategy is to take a more specialized approach — partnering with an affinity group. These organizations are built on strong member loyalty and shared values that can create a halo effect that will elevate your brand, build trust and drive long-term engagement.

Gaining trust in a crowded marketplace

In a marketplace overflowing with options and so many brands are competing for attention, trust can set you apart from your competition. Focusing on the relationship — not just sales — results in trust and loyalty that can influence purchase decisions and boost brand confidence.

The Halo Effect

As an automaker, you already have loyal customers. You can grow your customer base exponentially when you partner with an affinity group. You gain the trust of their membership — not through a hard sell, but simply by association. You may also experience increased purchase consideration, greater conquests, faster purchase decisions and stronger retention. These partnerships are a vessel to drive trust and build stronger connections.

Partnering with an affinity group to drive loyalty

Choosing the right partner is key. Look for top, loyalty-driven affinity companies that align with your brand’s values, goals and customer experience expectations. National rankings that recognize companies for going above and beyond for their membership can help identify potential partners.

Look at well-known organizations and rankings that recognize companies for their reputation such as:

  • Axios, Harris Poll
  • Fortune’s Most Admired Companies
  • Newsweek Most Trustworthy Companies in America (Retail)

Collaborating with these publicly recognized companies can help boost your credibility and evoke a strong emotional connection simply by association. These are experts in turning first-time buyers into loyal customers.

Taking the relationship beyond the transaction

Not all affinity groups are created equal — look for affinity groups that are known for going the extra mile to make their membership feel valued. This level of commitment to their membership base is what turns first-time buyers into lifelong customers. Nurturing these relationships can help develop advocates who will likely recommend your brand to their friends and family. These relationships do more than drive repeat business — they spark loyalty and fuel organic growth.

Providing high-quality experience

Experts on delivering exceptional value and service to their members, affinity groups can help deliver a seamless experience from initial contact (online or by phone) to their dealership visit. From marketing support to equipping your dealerships with the tools and resources they need to succeed, the right partnerships can remove the guesswork and provide a consistent, high-quality experience that their members have come to expect.  

Affinity group partnerships can result in more than just a marketing boost — they bridge a gap between your brand and their loyal membership. Aligning with these organizations can help you build trust faster, deliver better experiences for your customers and salespeople, and develop loyal, long-term relationships.

Building quality customer relationships through affinity partnerships isn’t new. Costco Auto Program, for example, has been assisting Costco Members with their auto-buying needs for more than 35 years. Learn more at dealers.CostcoAuto.com.

The views and opinions expressed in this blog are those of the sponsor and do not reflect the views, opinions, or positions of J.D. Power.