2022 Gold Automotive

Agency: Merkle

Client: Volkswagen Financial Services UK and Volkswagen Group UK

Campaign Name: Enhanced Repurchase program VWFS & VWPC

Campaign Overview

VWG and VWFS' joint investment in a new platform enables the integration of off- and online data, to create more relevant and personalised customer experiences across channels. For this campaign, the new capability enhanced and optimised VWFS’ contact strategy for its car repurchase programme.

Strategy

The first step was investing in a customer engagement platform with a new set of web browsing data points. It could better identify when customers were in-market, their most likely path to purchase and progression across different stages.

As over 80% of customers who buy a new car search online, the next stage was leveraging the insight and online signals to optimise conversion throughout the customer journey.

Mapping all customer touchpoints on- and offline allowed close identification of the first signal of interest from customers, and sequencing subsequent signals to ensure relevant experiences. By measuring the likelihood to convert after each touchpoint CTAs were prioritised, directing customers to complete actions most predictive of a sale.

Creativity

A multi-touch journey was created, consisting of 10 emails split into four phases: active consideration and research; shortlisting; validation; negotiation and final decision negotiation. Customers could enter the non-linear journey at different points, leapfrog, leave the journey or re-enter according to signals captured.

The emails were built as one coherent program with dependencies, exclusions and re-entry rules. Performance was tracked at email level for engagement and conversion to specific CTAs; but also at programme level, to track conversion to car order and financial contract renewal.

The creative solution was driven by a better understanding of a customer's path to purchase for people considering repurchasing a car or contract renewal across both off- and online activities.

Results

The campaign gave VWFS the ability to contact more people by targeting customers in-market who were previously unidentifiable. Sales conversion improved by targeting a higher-quality audience, creating a more personalised journey with multiple entry points, and a multi-touch journey with the ability to leapfrog.

The campaign delivered a higher email engagement and higher conversion to car repurchase and contract renewal, due to the power of the personalisation it delivered.

The Team

Volkswagen - Kelly Trench, CRM Manager