CHALLLENGE

The automotive purchase process is long (6mth average) and the ownership cycle even longer at 7+ years, so potential and current owners need to be kept engaged throughout the whole journey, with the right level of content, tailored to their vehicle.

With over 40% of sales coming from existing owners, maintaining a positive relationship with each touch was critical.

SOLUTION:

We created a full customer lifecycle program across all stages of the path to purchase from first enquiry to re-sale:

• Lead nurture program (register interest & test drive requests) to convert enquirers into customers

• Welcome program (from order to pickup) to make the experience of buying and owning a Volkswagen program feel special. Find out more.

• Loyalty & Repurchase strategy (to keep owners engaged including newsletters, model launches, education, retail offers)

• Shifted contact strategy from regular sales offers to a newsletter approach that drove higher engagement and lead generation proving brand-first content works

• Completely re-designed their email design system, templates and content as we moved to new brand identity and MarTech platform Salesforce Marketing Cloud

RESULTS:

• Volkswagen was a top 5 brand for customer repurchase

• High email engagement with opens up to 80% and clicks at 65%

CRM Strategy | Creative development | Data personalisation | Email build and deploy | Salesforce