A major OEM with an abundance of consumer data relating to automotive sales and service, needed to grow its same store sales and in some markets, even needed to stop declining sales. They were looking to re-evaluate their sales and marketing strategies and needed enhanced data sets and deeper customer insights, including competitor information, to kick start sales.
Utilizing EQ’s LOCUS platform, the marketing and strategy group built customized reports for each dealership to power acquisition, retention and conquesting opportunities. The reports provided insights around competitive visitation as well as the types of vehicles driven and ownership status. These data were further enhanced with location behavioral, insurance and customer spending propensity profiles for each dealer and their competitors.
Regions involved with the pilot saw an increase of 6.2% in close rates over a 3 month period. The OEM used this intelligence to to roll out specific offers, marketing campaigns and direct sales strategies for each dealer and for the national marketing teams. At a national level, the insights and data resulted in a staggering 32% decrease in cost per lead through digital channels.