Australia’s first car subscription service Carbar has appointed martech consultancy Blended Digital as their technical partner.
The collaboration will see Blended Digital support and scale Carbar’s existing customer relationship management (CRM) platform and marketing automation capabilities.
Carbar’s move to better connect with its customers with the launch of an industry-first loyalty program in September. The key perk of the Loyalty program is its step-down pricing, which is a global first in the car subscription market. Simply put, the longer you subscribe, the less you pay.
“Running, owning and maintaining cars is said to be the third-largest expense in Australian households and we see our subscription service as the carefree, flexible alternative to traditional ownership models,” Carbar CMO Kieron Wogan [feature image] said.
“Customers will use multiple vehicle makes and models over different life stages and our brand-agnostic, full-service offering will help us build deep rapport with our subscribers and deliver customer experiences never seen before in the auto sector.”
“Even though we’re managing the running and upkeep car for our subscribers, problems with cars can result in problems for customers. Our success will come down to a combination of data capability, great creative and platform activation.”
“We’re thrilled to partner with Blended Digital and continue our focus to stay connected with our subscribers using highly personalised and useful content. We will use data and technology to evolve our loyalty program and serve timely and relevant offers to our subscriber base.”
“Fortunately, we’ve always had great engagement with our customers. But this partnership is about scaling that process and ensuring we keep up that relationship as we grow.”
The partnership also builds on Blended Digital’s existing roster of clients, which include ANZ, Greenpeace and the State Government of Victoria.
“We’re thrilled to work with Carbar on helping build out their brand and growing their relationship with their customers,” Damon McMillan, co-founder and chief marketing technologist said.
“The company has ambitious plans for subscription growth and retention. We’re confident our technology and expertise will not only meet those targets, but exceed them while evolving and innovating Carbar’s CX to create category leading differentiation.”
The appointment comes as Carbar prepares for a year of expansion and growth in 2021. The company enjoyed 980 per cent growth in active subscribers last financial year despite the challenges of COVID, while keeping its churn rate low.
Starting from $129, car subscription includes everything except fuel, so moving to electricity makes perfect sense as consumers try to reduce debt and ongoing costs of running a vehicle.
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