Verticals
Case Studies - Automotive
Ford
Explore
Ford provides a significant number of vehicles to the public through a lease plan facility. The primary objective was to ensure that any customers on existing lease-plans took out a new policy at the end of their contract.
As a secondary objective, Ford wished to get customers to “trade-up” their vehicle to a higher specification and/or more expensive model at the point of renewal.
Inspire
In the second year of the three year lease customers were sent a bespoke mailing that highlighted options for upgrading their car at point of renewal. Customers were profiled based on their existing model along with personal information held by Ford.
A variable print package was developed to recognize the customer’s existing model and provided information on trading up their model to other models in that range. The package also highlighted other appropriate Ford vehicles that would be relevant to the customer’s profile.
Financial quotations for new lease plans for each of the models shown within the pack were generated and printed alongside the vehicles shown. The pack also highlighted contact details for their nearest dealership where they could test drive one of the vehicles.
Execute
Execution of the program resulted in increased retention rates of lease plan customers. In the last year alone there has been a staggering 24% response to the mailing. Additionally, the majority of customers have traded up to a higher specification, and therefore more profitable model. The campaign has therefore delivered significant return on investment and is now accepted by Ford as being a fundamental part of their ongoing marketing activity.
Having generated the print files, output was produced on one of dsi’s Xerox’s iGen3 Digital Production Presses.
