MINI Financial Services Mobile App Connects Drivers to Accounts and Rewards

MINI Financial Services aims to turn customers into fans as it announced the launch of the brand’s first social navigation mobile application. The app comes on the heels of the success of the recently launched BMW Financial Services “Ultimate Drive” mobile app, which was a first within the captive finance industry.

MINIMotoring, as the app is named, acts as a virtual gaming device turning driving experiences into a game for MINI drivers and lovers. It allows users to discover their favorite roads in more than 50 countries, as well as rank, comment, and share those roads via Facebook, email, or other GPS devices. Customers can earn points by sharing or commenting on their favorite roads in order to receive MINI images, which can be used as backgrounds on phones, desktop images, or shared with friends. Future rewards may include promotional items or other “MINI-centric” prizes, the company said.

More importantly perhaps, the app allows MINI Financial Services customers to log in and access their accounts. Points can also be earned by signing up for electronic invoicing, paperless statements, or other financing services.

“MINI customers have always been extremely passionate about their cars, and we want them to feel that same sense of loyalty and satisfaction with their finance provider,” said Ed Robinson, president and CEO of BMW Group Financial Services, Americas Region, which includes MINI Financial Services. “That a captive finance company utilizes the latest in social and mobile media — all while playing a critical role in rewarding customer engagement and increasing loyalty — is another step in turning our customers into fans.”

The app is truly an example of how finance companies can use mobile devices and social media to reach customers the way they want to be reached and on a platform that fits their lifestyle. As mobile apps become more prevalent, it seems that BMW Financial and MINI Financial are unique in their offerings from a financial services standpoint. Sure, other companies and OEMs provide mobile apps to enhance the customer experience like OnStar for example, which provides a mobile app that allows customers to unlock, start their car, and even check vehicle diagnostics. Ford offers its electric vehicle drivers the ability to control some vehicle functions and locate the nearest charging station. Other companies offer mobile applications that provide shopping tools to build a potential vehicles before stepping foot onto the showroom floor. But as far as financial services go, apps seem pretty scarce.

Though increasing, even auto loan applications have yet to really reach the palm of the hand; though some see a future for it in the not-so-distant future as it could be a way to bolster sales.