Vanarama launches industry-first rewards scheme


Vanarama, the UK’s leading independent commercial and personal vehicle leasing company, has launched Vanarama Smiles – the UK vehicle leasing industry’s first ever customer rewards scheme.

The rewards scheme available to Vanarama customers gives every customer the chance to receive up to £100 worth of free fuel as well as countless other lifestyle discounts including Hoseasons holidays, Greggs breakfasts and Costa Coffee. The rewards are easily redeemable through the online platform that’s been developed in partnership with TLC Marketing. The platform allows customers to accrue points and then redeem them against the rewards they want to use.

As part of Vanarama’s ongoing strategy to put customers at the heart of their business, Vanarama Smiles also offers van loads of “always-on” rewards, including up to 40% off Odeon cinema tickets and 20% off gym memberships for customers to enjoy weekly. This isn’t just a membership card, Vanarama Smiles is about rewarding customer loyalty and adding value outside of leasing.

As the vehicle buying process shifts away from ownership to usership, leasing is growing rapidly as a real alternative for consumers wanting to drive brand-new vehicles on flexible terms. As such Vanarama is making a concerted effort to push the boundaries and offer new and existing customers more value and a stronger relationship with a trusted brand.

Vanarama Smiles sees Vanarama deliver yet another industry first as they continue to change the way customers interact with the automotive industry creating a far more customer-first approach driven by real, tangible value.

Paul Cable, Chief Marketing Officer at Vanarama, says: “We’re delighted to launch Vanarama Smiles with a bang by rewarding the nation’s drivers with up to £100 worth of free fuel if they lease with us.  We want to get them on the road in style, giving them tangible value straight away. Other players in the industry are happy to take customers hard earned cash and leave them out in the cold for 2 – 5 years but we want to embrace them and offer them a genuine relationship that’ll put a smile on their face every day.”

Rob Scott, Group Creative Director at TLC, says: “Rewarding customers with little lifts that they can use throughout their lease builds a greater connection with the brand. In a sector that is mainly transactional, this new programme sets Vanarama, a brand known for being innovative, apart from the competition.”