Project: ExMark Auto

Objective:
There are many companies trying to target the automotive dealers’ customers with after-market warranty and service contract products. Most know little about the customer and they do not have the name recognition the dealership brings. Red Edge Labs created a completely integrated, turn-key service contract marketing system for dealerships that is personalized to the customer and customized for a particular dealership. This not only generates additional sales but promotes customer retention and loyalty.

Situation: Find and contact dealer customers who have not purchased a service contract but may be in the market to buy one.

Using the most modern techniques, ExMark identifies the dealer’s current customers who are in the market and most likely to buy a service contract after the vehicle sale. Customers receive personalized mail and targeted email at precise touchpoints throughout their vehicle ownership that directs them to their own personalized, private webpage with warranty offers matching their vehicle.

Situation: The product must be easy to buy as the customer is not likely to think about going back to the dealership for this purchase after the initial vehicle sale.

The personal URL identifies the customer vehicle identification number to offer the appropriate products and the customer can get a quick quote online. Customers can then proceed to check-out and purchase by credit card or 0% financing without having to return to the dealer.

Situation: The program must be easy to use and cost effective for the dealer.

Once the dealer is enrolled, the program runs automatically. The results are tracked and reported every month and there are no ongoing costs for the dealer. Dealers receive a steady flow of income from the contracts sold.

Results:
Dealers earn income from service contract sales and long-term parts and service revenue. From the customers’ viewpoint, the dealer has provided an easy-to-use process to purchase a service contract, so the customers are satisfied and remain loyal to the dealer.