Make Care Plans available for purchase online and create a suite of eDMs which are targeted at key moments along the customer journey where purchase likelihood is at its highest. These moments include; straight after the purchase of a new vehicle and shortly before a customer’s first scheduled service.
Successfully increased the awareness of Care Plans to the Volkswagen database across both new and existing customers. Witnessed the uplift in sales of Care Plans through eDM and online leads which can be directly attributed to both the announcement comms and the introduction of the ‘Always On’ emails for new owners.
How do we increase the sales and awareness of Volkswagen Care Plans beyond dealership point of sales? And how do we connect with a broader pool of customers to communicate the value of Care Plans beyond just those purchasing a new car?