BMW is launching a pilot loyalty programme aimed at company car drivers.
Called Inside Edge, BMW says the company car loyalty scheme will engage drivers and the brand on a deeper level.
It says that drivers who order their company cars through a fleet manager or leasing company have limited opportunity for brand engagement, which is the opposite of the retail customer experience.
Rob East, Head of Corporate Sales, says:
“Company car drivers chose BMW with the same expectations as retail customers, yet their experience with the brand is entirely different, just because of the way they procure their vehicle.
“These drivers have reduced touchpoints with the brand from the time they order their car until it’s delivered to them; the idea behind Inside Edge is to change this and allow drivers to engage with us on their terms.”
Drivers who enrol for Inside Edge gain access to rewards and benefits across four key areas:
My Life, and
BMW says the Inside Edge programme offers exclusive partnerships and rewards, as well as thought-leadership content and business insights.
Also included is complimentary access to Expensify, a global expenses management system, to help keep track of costs while on the road and simply the tedious task of managing receipts and reimbursement for business trips.
Further Perks Of Inside Edge
Other benefits of the company car programme, says BMW, is Peptalk, an app designed to give a daily shot of motivation through curated playlists from the world’s best motivational speakers.
An opportunity for drivers to expand their horizons with access to a range of four-week online courses provided by the Shaw Academy. Courses include leadership and management, digital marketing and project management and more, completion of which results in a globally recognised Advanced Diploma.
In addition there is a one-off reward from Costa, movie rental from Chili and competitions to win a range of prizes. Other benefits include 20% off the BMW Lifestyle range, 20% off Harmon Kardon products and the chance to experience other models in the BMW range.
BMW commenced its three-month pilot of Inside Edge this month (December 2020) and will run it until early next year. Feedback from fleet managers and company car drivers will shape the final programme, which is set to launch in 2021.