Wessex Garages has developed a loyalty club as part of its customer engagement strategy.

Wessex Premier Club was launched recently as a new strand of its customer contact strategy, which asks consumers to register their details for club-exclusive updates, including safety (health checks etc), offers on car sales and aftersales, and rewards of discounts through its affiliate deals with local golf clubs, beauty salons etc.

It launched the initiative shortly before securing a two-year deal as the automotive partner of Bristol City Football Club. Keith Brock, man-aging director of Wessex Garages, said: “As automotive partner we’re looking forward to strengthening the relationship we have with Bristol City supporters with more exclusive offers and competitions, via the club and our new Wessex Premier Club.”

The Bristol-based dealer group, which recently won an award for customer service from the region’s newspaper The Post, has showrooms in Bristol, Cardiff, Newport and Gloucester with franchises for Abarth, Alfa Romeo, Fiat, Hyundai, Kia and Nissan.

Wessex Garages will carry on supporting the football club’s media team at away games so it can con-tinue coverage for the official website.

Derek McInnes, manager of Bristol City Football Club, said: “The supp-ort of Wessex Garages for the club and also our Academy is extremely valuable. We’re very grateful for their backing.”

Brock added: “We have established a reputation for honesty, reliability and outstanding value for money
and we pride ourselves on passing on massive savings on new and used cars direct to our customers, while still providing an aftersales service that is both friendly and professional.”