Value Added Value added offering to merchants is excellent (see below) Futura always had mentioned being a value-added reseller of Aeroplan. New applications of the value added idea could incorporate each dealership's loyalty program and/or set of specials. Instead of Aeroplan being seen as a stand alone rewards program, offer it as an option with other specials the dealer may have throughout the year.
Now with the year end sales, there are deep discounts. Save $8000 one ad reads. Take a portion say $2000 and can offer 40000 Aeroplan reward miles plus $6000 saving. It will cost the dealership $2000, actually somewhat less because it's a business expense. Maybe could move the cars faster. Futura's initiative into the car dealership category is new. Nobody knows what will be the winning formula. It's like being in the market test phase of the program.
That's why keeping an eye on the best dealership performers is critical. Then can use this a a building block for future sign-ons. I had hoped for more sign-ons by now maybe 200-250, but maybe there's more work to be done in the marketing dept. Iron out problems the first 140 dealers may have, then move ahead.
With some dealerships leaving in Ontario and elsewhere, maybe they felt Aeroplan wasn't doing anything for them. I would find that rather hard to believe. but then I don't know the circumstances for their departures. Maybe Aeroplan wasn't marketed in a way which could attract customer interest. All retailers know about Aeroplan, and that it can bring in more incremental sales. Doesn't cost a merchant anything until a sale is made.
I admit I'm looking foir the golden grail of Aeroplan marketing success. But for revenues to significantly grow for Futura in this large industry category, it must be approached with an open mind. Simply dropping Aeroplan into the lap of dealers and hoping it will work it's magic, is taking a gamble. Best to slow down and see what works the best. Maybe that's what they are doing now and may account for the slow sign-on rate over the past 6 months.
I hang on because the company was beginning to do well with the auto dealer sign-up until April 2012. I believe it wasn't a flash in the pan and then the flameout. I therefore expect faster paceof sign-ons things in 2013. Misplaced optimism? I hope not.
From the Sept 26th news release: making it simple and fast to process Aeroplan transactions should they wish to, thereby creating a value-added payments offering for the merchant. Futura has integrated its loyalty transaction solution with BNA's payment systems to provide seamless transaction of payment and loyalty issuance of Aeroplan Miles at the point of sale.