ADESA recently announced that via its new ADESA Rewards program, dealers can now earn points when they purchase qualifying vehicles and specialty units at U.S. auction locations and on ADESA.com.

Earned reward points can either be converted for the purchase of merchandise, travel and gift cards or be used as ADESA Dollars that are valid toward buy fees on future eligible purchases.

“We listened to our customers when we designed this program and created a simple way for customers to earn rewards. It allows them to get the most return on their purchase and the most value out of every ADESA transaction,” ADESA chief operating officer Paul Lips said in a news release. “By creating a reward program in which all our customers across all ADESA U.S. auction locations and online platforms can participate and earn points, we are creating a more consistent and transparent marketplace.”

The company said that ADESA Rewards program enrollees can earn reward points on all eligible open sale vehicles and special promotions.

Additionally, added points are also awarded to dealers who show an increased purchase history, according to ADESA.

“This program gives participating dealerships the ability to distribute ADESA Rewards points between the dealership or their auction representatives,” said Carol Sewell, ADESA vice president of marketing. “Regardless of dealership size, everyone can benefit from ADESA Rewards.”

Dealers can join the program with a valid Auction Access number and a current ADESA.com username and password.

Single button access to the rewards program is located at the top of the ADESA home page.