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Retention might be the single-most overanalyzed but underachieved goal in the automotive market. We spend thousands of dollars per month to drive in the same
customer today who bought from us yesterday. The definition of retention is open for interpretation, as is the approach to address it. But have you ever really
drilled down to the core of the word retention and asked why it is important to your business?
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The Challenge:
To increase customer frequency through a cost-effective direct marketing program for a medium-size import dealer in the Midwest. On average, just over 18% of a dealerships customer base comes in three or more times a year.
The dealers needed to increase customer frequency in order to drive profits higher and retain clients more effectively.
The Solutions:
The dealer enrolled in our reminder program, which signals a customer to come in by: reminding them of upcoming mileage and time-interval scheduled maintenance and/or reminding them of declined
recommended maintenance from a previous service visit. The approach was unique to what they had been doing because the letters were personalized to a customer's specific vehicle needs, they had
personalized pictures of the dealership and they represented their brand and logos in color as well. Customer data and letters are processed bi-weekly.
The Results...
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The Service Reminder Program consists of personalized letters to entice your customers back into your dealership.
These letters, divided into three categories of thank you/welcome letters, reminder letters and recommended letters,
signal your customers to come in using general and specific triggers:
• Welcome customers to your dealership's service department
• Remind them of upcoming mileage and time-interval scheduled maintenance
• Remind them of declined recommended maintenance from a previous service visit.
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