Into the Driver’s Seat

The buzz around Internet-based incentive programs has simmered this year as consumers, eager for a deal, became more comfortable with shopping online. Digital coupons, smart statements and electronic cash are among the retail incentives at British bank Barclays’ online shopping mall. Chicago-based Incentive Exchange has introduced a catalog of creative merchandise-award ideas for online firms.

And then there’s Autobytel.com’s Mobalist Rewards Program, which lets shoppers earn unlimited virtual “dollars” that can be put toward the purchase of a new or used car.

Quietly launched this spring, the Mobalist service is designed to work like a frequent-flyer program--the more you spend online, the more credit you get toward a future purchase.

Customers go to the auto buying service’s Web site, enroll and receive an account number. Whenever customers shop online with an affiliated vendor, Mobalist members can receive credit for between 1% and 20% of their total toward buying a car through Irvine-based Autobytel. (The Mobalist vendors range from 1-800-Flowers and Virtual Vineyards, to BarnesandNoble.com and the restaurant operators Transmedia Group, according to company officials.)

The appeal of such a program, say Autobytel officials, is both marketing and promoting brand recognition. Businesses gather important consumer information on those who apply. But privacy concerns haven’t dampened enthusiasm for the program, which has 7,000 members who spend a total of about $500,000 a month with Mobalist vendors.

P.J. Huffstutter covers high technology for The Times. She can be reached at (714) 966-7830 and at p.j.huffstutter@latimes.com