Petra Automotive Products launched a new awards program, designed to increase retention in sales and service for dealerships nationwide.

The company said Petra Advantage Rewards provides dealerships with “a fully white-labeled experience to create a strong ‘why buy here’ message for customers.”

The program provides an app, a rewards and recognition point program that automatically downloads points from the dealer’s DMS, and dealer-branded marketing materials.

Petra said dealerships that have used the program have recorded retention rates between 72-83%.

“We introduced the Petra Advantage Rewards program because it’s a natural extension of our award-winning suite of successful chemical products,” Petra founder and CEO Arnold Gacita said in a news release. “We want to partner with our dealerships and distributors to bring them the most success possible and have recognized an increased need for a strong, branded retention tool to keep car buyers coming back.”

Dealers using the program receive access to a dealer-branded app that can send everything from vehicle service reminders and video emails to service coupons and birthday greetings.

As customers interact with the dealership, the program automatically assigns points from the DMS the customer can then use toward service and sales coupons, specials, discounts, trade-in specials and other benefits that drive loyalty, the company said, adding that rewards programs have shown to improve upsell rates.