Magazine article Marketing

General/loyalty

Magazine article Marketing

General/loyalty

Article excerpt

To create and maintain a three-way communication between company, customer and dealer, Vauxhall developed a lifestyle-based information system. This offers high quality, useful information, packaged in a different and exciting way.

Under the Vauxhall Index programme, the customer receives a car-file pack and nine subsequent offer packs at four-month intervals. Car repurchase intentions are collated and the dealer is notified through a sales-lead pack.

Lifestyle and product usage data is collected on customer order forms. Information such as insurance renewal date generates an insurance pack offer. The in-car file packs help motorists during work or social life, make the most of planned journeys and provide ideas for days out. Leisurewear and accessories promotions increase showroom traffic and retail shop sales.

"We felt the programme was very much customer-led, giving information that is beautifully presented and appropriate," said the judges. "For instance, it covers late night service stations. Another pack is on restaurants within five miles of a motorway. …

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