Loyalty programs for big-ticket items: The story of My GM Rewards

Figuring out how to continually satisfy and retain customers is the holy grail of marketing, especially in a time of innovation, competition and constant industry change. But loyalty is particularly challenging in industries like automotive with low-frequency, high-value transactions.

General Motors is the first automaker to bring a comprehensive loyalty rewards program — My GM Rewards1 — to market. The program is transforming customer engagement in the automotive industry by creating a brand experience that goes beyond the purchase of a vehicle. Since its launch in April of last year, more than 1 million members have joined and are actively engaged in the program.

To celebrate this 1-million-member milestone and quick success, let’s break down some of the details:

What: My GM Rewards

Purpose: The program was designed, with strategic guidance from Epsilon, to help GM loyalists save on the products and services they love and need.

How to join: The program is free to join and simple to use with no annual fee. Those eligible can join online at, whether they own a GM vehicle or not. Vehicle owners can also use the Chevrolet, GMC, Buick and Cadillac Owner Centers, brand mobile apps or text LOYALTY to 815002. Once enrolled, members accumulate points at participating dealerships for eligible vehicle purchases and paid services. From time to time, GM may also award bonus points for occasions such as birthdays, and access to special events.

Earning and redeeming points: GM customers can earn points on eligible purchases including new vehicles, parts, accessories, and OnStar and Connected Services3 plans. For a new lease or vehicle purchase, customers receive 20,000 points which currently can be redeemed for a $100 allowance toward GM accessories, services or other eligible offers. Members earn six points per dollar spent on most other eligible purchases including GM accessories, parts, dealer services, paid OnStar and Connected Services plans, and more.

Points can then be redeemed for allowance vouchers through to use at nearly 3,500 participating Chevrolet, GMC, Buick, and Cadillac dealerships nationwide.

The full list of ways to redeem points and program details can be viewed at

Early successes: In less than eight months, more than 1 million members have joined and are actively engaged in the program. My GM Rewards is driving significant increases in paid dealer services, GM Card memberships and paid OnStar subscriptions versus non-members. The majority of all point redemptions are going directly back to the dealer in the form of service and GM Accessory redemptions.

The takeaway: Consumer expectations — across all industries — are moving rapidly towards fully personalized, human relationships with the brands they interact with most. To meet these expectations, world-class brands like GM, Dunkin’ and Dell are developing strategic loyalty programs to modernize the customer experience. These programs go beyond simple transactions to create emotional connections with consumers.

To learn more about how we can help you power lifetime customer connections, click here.

1Must be 18 years or older. Points may be earned and redeemed only at participating GM entities, dealers or third party retailers in the United States (excluding Puerto Rico, the U.S. Virgin Islands or Guam). Points are not earned on taxes and certain fees and expire 5 years from when points are earned. Some restrictions apply. For more information, please view full program Terms & Conditions.

2By texting LOYALTY TO 81500, you authorize GM to send you text messages using an automated telephone dialing system to the mobile phone number you have provided. You are not required to agree to this in order to buy products from GM. Message frequency varies. Message and data rates may apply. To stop text STOP to 81500. For help, reply HELP to 81500. To view the GM Privacy Statement go to

3Connected vehicle services vary by vehicle model and require working electrical system, cell reception and GPS signal. Requires active service plan. OnStar links to emergency services. See for details and limitations.