“Researches on consumer behavior show that close to 76 per cent of the buyers engage with the company that knows their preferences. The enagagement with the brand wanes once the warranty expires,” said Gubbi. Through HMM, the company aims to continue to engage with the consumers through the life of the ownership and enjoy greater brand loyalty," he said.
The membership, claimed Gubbi, is the first of its kind offered by an automobile or a non-auto company anywhere and will help the firm strengthen brand loyalty. Most of the other memberships are time bound or have conditions like “earn and burn” attached to them.
The membership being offered by Hyundai is not time bound and the members can use it for brands the company has partnered with as many times as she wants. "Hyundai will continue to expand its eco-system of partner brands in more categories and will not be doing it with a limited number of companies," he said.
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