Experiences beyond driving pleasure.
OVAL launched the first BMW loyalty program targeting the upper segments in co-creation with BMW Belux in 2012. It soon became clear that the impact of once-in-a-lifetime experiences – which are central to BMW's experience driven loyalty programs – could not be underestimated. The loyalty offer was expanded to ensure future-oriented brand building and even better personal targeting. BMW Belux meets the needs and preferences of a segmented and demanding customer audience with various data and experience driven loyalty programs.
Over the years, this has resulted in a database of more than 17,000 members and as many as 10,000 logged-in members. Data analysis is used to define target groups and create benefits, events and content that are fully tailored to their needs and interests.
"Een loyalty evenement is voor ons geslaagd als we leden écht kunnen raken. Door sterke analyses en het oprecht leren kennen van onze doelgroep weten we telkens op hun passies in te zetten. Wanneer je dan verneemt dat mensen voor ons loyaltyprogramma bij BMW blijven, is mijn dag gemaakt."