Keeping Current Customers is Often Easier Than Getting New Ones
A successful CRM program like the one highlighted here involves providing a regular, ongoing dialogue with current Nissan owners through a variety of tactically and strategically rich initiatives throughout the year. Providing valuable and timely offers, combined with seasonally relevant information and interactive promotions encourages customers to maintain their vehicles using Genuine Nissan Service and Parts at their dealership of choice versus taking their business and trust somewhere else. Personalized communications re-enforce the expertise, quality and value their dealership offers, and rewards them for their loyalty with the intentions that establishing this relationship now is an investment in any future purchase considerations.
Exclusive promotions such as this Nissan Service Sweepstakes program ran annually across all communication mediums, generating great responses from a range of owner segments while delivering exceptional dealership engagement and revenue.
Several other unique, annual service programs also used Direct Mail, POS, online, mobile, and social mediums with great success to maintain exceptional levels of revenue, customer engagement & retention.
Designed to target the entire customer universe from loyalty and retention, to recapture and acquisition, to niche target marketing the Nissan/Infiniti programs succeeded in generating a 9:1 ROI for the dealership network and up to 5 times the industry standard response rates.
paolo bugatto • creative 