The Challenge
Like many others nationwide, the following three dealerships had one main goal: build customer loyalty. Each wanted to ensure that the customer business they worked so hard to earn remained at their store, bringing owners back at each stage of the vehicle lifecycle.
To do this, they knew they had to build strong relationships, but it was tough to know the best route to success.
Our Solution
After consulting with their Affinitiv Business Development Managers, they realized a multi-channel approach could build aftersales engagement, convert out of warranty customers, encourage repeat visits and bring customers back one it was time to purchase. Relevancy was key – it was important that each touchpoint communicated the dealership’s message to the exact right person at the exact right time.
Each dealership had a different budget, so it helped to have a flexible program with packages that best aligned with their needs.
Dealership 1: Retain
Basic Owner Retention Communications:
maintenance reminders, declines, past due messages, etc.
Dealership 2: Grow
All ORP Communications from ‘Retain’
+ Social Roots 1:1TM Social Media Marketing & eCampaign Email Marketing
Dealership 3: Maximize
All channels from ‘Retain’ & ‘Grow’
+ PPC Advertising & Connectiv Prospect Conquest Marketing
Proven Results
Dealership 1: Retain
- 2.7% repair order increase over previous period
- $93,500 average dealership increase in repair order revenue per year
Dealership 2: Grow
- 3.9% repair order increase over previous period
- $168, 300 average dealership increase in repair order revenue per year
Dealership 3: Maximize
- 7.5% repair order increase over previous period
- $299,200 average dealership increase in repair order revenue per year
