Case Study 1
A leading automotive center experiences ten-fold response rate after struggling with declining car counts.
Challenge:
A leading tire and automotive service retailer was experiencing poor results from traditional advertising. Analysis showed that the company had been experiencing nearly nine years of declining car counts for service and a low proportion of new customers.
Solution:
The company worked with WorkPlace Media to design a solution to reverse declining car counts and increase incremental business. The strategic solution sought to deliver special reusable VIP cards to American workers in the surrounding businesses of each automotive service center. The offers were customized by district to reflect regional pricing. In addtion, they were personalized by store location and provided savings on a range of services including oil changes, tires and other automotive services.
Results:
The first year of the program met with universal success over all locations with a ten-fold response rate over previous advertising initiatives. Additionally, 5.5% of all employees reached became regular loyal customers and spent on average 50% more annually on service than the average customer of the service center.
