Subaru Canada Drives Sales and Customer Loyalty
with STI Club Card
Challenge
Subaru Canada Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd.
of Japan. Headquartered in Mississauga, ON, the company markets and
distributes Subaru vehicles, parts and accessories through a network of
authorized dealers across Canada. Subaru’s challenge included increasing sales
by 10 percent, enhancing value to consumers of its Impreza WRX STI brand,
helping offset cross-border shopping, and ensuring a good start to the after-sales
relationship at Subaru dealers. Subaru Canada also wanted to increase customer
loyalty by bringing customers back to their “home” dealership to purchase a new
Subaru Impreza, and bring them back again for future purchases at the dealership
for accessories, service and merchandise.
Solution
Client Success
“Subaru was delighted
with the response from
consumers based on
dealer feedback, and on
redemption of the prepaid
reward cards.”
Designed to fit target audience demographics, Carlton Group and InteliSpend
worked with Subaru Canada to create the STI Club Card program, which
utilized the patented DirectSpend® merchant acceptance process. When
customers purchased a new Subaru Impreza, they were eligible to receive a
prepaid reward card valued at $2,500 that could be used for accessories, service,
extended warranty, Subaru apparel and merchandise at any participating
Canadian Subaru dealer.
The program was announced and promoted through a unique “hyperventilation bag” direct mail
campaign and online, including keyword search and banners on Yahoo and cardomaine.com, where ads
were placed within the Impreza STI forum. Current Impreza owners were personally invited to their
home dealership to test drive the Impreza STI and upon purchase receive the $2,500 value Subaru Club
Card. According to Geoff Craig, director of advertising for Subaru Canada, “The Subaru Impreza WRX
STI is such a niche model, we needed a very unique idea to break through and connect with a laser-sharp
demographic. The insight and execution was spot on, delivering on the STI’s promise of exhilaration for
drivers and passengers.”
– Geoff Craig
Director, Advertising
Subaru Canada Inc.
Outcome
As a result of this program, there was a 28 percent sales increase, substantially more than the goal of 10
percent. There were 95 participating dealers in the program and 4,300 direct mail pieces were distributed
to past owners of Impreza vehicles. The program generated sales resulting in 218 prepaid reward cards
being issued (a 20 percent direct mail response rate). A website was also set up to provide participants
with additional information about the program.
The prepaid STI Club Card fit well with the target audience demographics, increasing sales and customer
loyalty. Customers were provided with a strong incentive to purchase the STI, and be rewarded with a
$2,500 value STI Club Card. Since the card could only be used at participating Subaru dealers in Canada,
it brought customers back to the dealerships. Craig explained, “At a time when competition was fierce, the
STI Club Card program cut through the clutter, delivered positive results, and maintained positive brand
momentum. Subaru was delighted with the response from consumers based on dealer feedback, and on
redemption of the prepaid reward cards.”
For more information about InteliSpend solutions, call 888.234.7725 or visit InteliSpend.com.
DirectSpend is protected by U.S. Patent Numbers 5,689,100 and 5,956,695 and Canada Patent Number 2,215,969.
Reward cards issued in connection with loyalty, award or promotion program.
© 2011 InteliSpend Prepaid Solutions, ULC