Owner Loyalty Programme - Case Study
Audi Enniscorthy - myAudi Loyalty Programme
Audi Enniscorthy was established in January 2012 as a satellite of Audi Waterford with a Sales Area covering Counties Wexford, Wicklow and Carlow.
Enniscorthy is the second largest town in Co. Wexford, Ireland and has Audi, BMW & Mercedes dealerships in close proximity to each other.
2012 to 2014 has consistently seen Audi as the number 1 Premium Car Brand in the South East. They are keen to keep it this way.
Audi Enniscorthy have a small team of employees, all dedicated to delivering the best of Vorsprung durch Technik to their Customers.
They have just broken ground on a site outside Wexford Town where they are building a new state-of-the art Audi Bespoke Terminal.
Business challenge & justification
As a relatively new Audi Dealership they have a small historical database of customers and one of the biggest challenges facing our Client was getting their Marketing message to the right people at the right time using a reliable loyalty programme.
Audi Enniscorthy does not have the Marketing resources or database of the larger Audi/Premium Car Dealerships, and so they have to be very smart with how and where they spend their Marketing budget.
Audi Enniscorthy place a huge emphasis on Customer Retention. When they sell a new or used Audi, they want to retain their custom for future Aftersales & servicing and ultimately, so that they return for their next Audi model.
The Enniscorthy installation was part of the general Audi roll-out of the myAudi Loyalty solution consisting of myAudi Smart Cards, Personal Webpages, Mobile app and Campaign manager for targeted e-rewards and offers.
The Implementation plan was agreed prior to going live and all staff were trained in one day. Quarterly follow-up meetings are scheduled with Management to ensure the best is being made of the OLP solution.
myAudi has proved itself to be a great resource with its flexible Marketing system and easily managed customer rewards.
The Audi Ennisorthy myAudi Database (clean and current) now stands at just over 800 members, that is 800 Audi Drivers who are signed up to a Loyalty program, 800 Audi Drivers who regularly interact with them via myAudi. Competitions are run on a monthly basis with Special Offers being emailed regularly to their customers.
myAudi helps to ensure that when Customers/Prospects consider buying a new Audi or booking a service, Audi Enniscorthy is always at the forefront of their mind.
Barry Devereux, Marketing Manager said: "myAudi provides Audi Enniscorthy with the ideal platform to keep in regular contact with our customers, who really appreciate the little “treats” that myAudi offers.
myAudi is a wonderful opportunity to keep our Dealership name at the forefont of our Customers minds and to create some great Audi moments.
With every campaign we run for both Sales & Service, we always ensure that there is a targeted promotion or fantastic competition that ties in with our key messaging. Combining this with our timely approach, our campaign results really do speak for themselves.
Overall, myAudi is a very cost effective Marketing Tool for Audi Enniscorthy and we get very strong results from its use."
If you would like to know more about our cost-effective and proven customer retention and Marketing services please contact David Hawkins on:
+44 (0) 1248 546000