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Retail Automotive Implementation Example
There are very few CRM products available to an auto retailer that can so easily and quickly increase customer satisfaction, separate a dealership from its competitors and generate significant added profits to every area of the operation from Finance, to Service, to Sales. LetarisCare™ happens to be one of them.
The NGI Auto Dealership has a single point dealership located in a major metropolitan area. Competition comes not only from other dealerships carrying the same make and models of vehicles but also from other manufacturers and other service providers.
LetarisCare Pro was the level of product selected for implementation. It provided NGI Auto Dealership with the right customer retention features and provided the best ROI for NGI Auto Dealership.
Cards are loaded with electronic coupons for oil changes, vehicle inspections, $100 off an extended warranty package and other discounts on maintenance items.
Consumers also earn points based on the amount of coupons used. The points can be used as additional value on that vehicle when it is traded in for their next vehicle purchase at NGI Auto Dealership.
NGI Auto Dealership also has the ability to send consumers automatic e-mail (or regular mail for an extra fee) based on the following events:
- Registration of a card
- First use of a card
- All card uses
NGI Auto Dealership offers a Rewards card in the F&I office for $199 to all consumers. About 40% of consumers purchase the card.
Special mailings can be completed based on multiple selection criteria maintained by the system.
The LetarisCare program has provided several benefits to NGI Auto Dealership:
Selling the card has created a profit stream in F&I that has returned the entire investment 10x over.
Enhances store branding to differentiate the dealership from local competing dealerships and after market service providers.
The custom-designed brochure professionally delivers the card to the consumer and promotes the program and dealership services to consumers.
Provides an extra incentive for customers to return to NGI Auto Dealership and allows Service Advisors an opportunity to up sell consumers to purchase more merchandise.
Locks consumers in with the future trade accrual feature.
Provides NGI Auto Dealership with information to send card holders e-mail and regular mail messages and incentives.
- These messages can be sent automatically by the system or by special data sort.
NGI Auto Dealership management has all of the information on program usage in a secure internet site. This enables them to effectively manage the success of the program.
LetarisCare Pro drives traffic to the NGI Auto Dealership web site.
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