Lenovo, the Fortune Global 500 tech company behind the popular ThinkPad laptops, knows that people don't buy a new PC, mobile device or gaming console every few months. The typical three-to four-year sales cycle for such products poses a challenge to keeping the Lenovo name front of mind.
"Lenovo has the same challenge as other makers of high-value products-staying engaged with customers over that elongated cycle," acknowledged Carlo Savino, the company's vice president of e-commerce, Americas.
Even as the world's largest PC manufacturer, added Savino. Lenovo remains committed to building upon the brand loyalty it has fostered with passionate consumers and small businesses, and to cross-promoting the breadth of solutions and services the company offers.
The MyLenovo Rewards program, which Savino helped launch in the U.S. three years ago, is making members aware of Lenovo's other products and services via promotions, sweepstakes and just plain old communication. The program awards points for purchases, of course, but it also offers incentives for members who review products, answer questions, share their birthdays or other personal information, and provide feedback.
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