Renault Russia have 500,000+ customers but have no formal database to maintain an on-going upsell relationship with them.
Dialogue developed a Relationship Marketing programme, using our four step ‘IDIC’ (Identification, Differentiation, Interaction, and Customisation) RM process.
We identified past owners through an engaging ATL print campaign driving them to www.myrenault.ru. There they shared further information about their needs which allowed us to segment them into relevant groups. Once details were captured we developed the relationship with a series of relevant online and dealer surprise and delight experiences.
For instance, our most recent test drive offering leverages the address data we captured – it allows us to customise an online test drive experience from their place of work to their home address by utilising Google maps technology. A series of on-going themed promotional test drives have been planned for the remainder of the year (2013).