Case Studies

Lexus of San Diego Sees 19.5 Point Lift in Loyalty with Mastermind

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ABOUT LEXUS SAN DIEGO Located in San Diego, California, Lexus San Diego is a part of the Penske Automotive Group. Since opening their doors, Lexus San Diego serving Chula Vista, National City, Poway and Santee has kept a firm commitment to their customers: Offering a wide selection of vehicles and hopes to make the car-buying process as quick and hassle-free as possible. They needed a solution that would increase efficiency and effectively communicate with customers without compromising the already heavy workload of the sales team. Frank wanted to connect with his customers at the appropriate time in their ownership cycle to let them know of appealing upgrade and trade-in opportunities before they begin shopping elsewhere. "One of my favorite things about Mastermind is the marketing. The way it hits customers with different touch points has really elicited a response that I haven't seen through any other medium. Our outbound efforts are important, and Mastermind allows you to really get hyper-targeted in who to call on." Lexus of San Diego Sees 19.5 Point Lift in Loyalty with Mastermind Learn more Frank Pierce is the General Manager of Lexus San Diego. Having partnered with automotiveMastermind and implementing the Mastermind sales and marketing platform with success in a previous dealership, Frank followed suit at Lexus San Diego. A hands-on leader, Frank worked to quickly get Mastermind into Lexus San Diego and reaped the rewards with an impressive 19.5% increase in loyalty in just a few months. CHALLENGE Like many dealership leaders over the last year, Frank and his team were faced with ever-changing consumer needs and preferences, reduction in staff and inventory challenges. They were also facing the challenge of customer defection. SOLUTION Despite ongoing business disruptions, Frank and his team adapted with the help of Mastermind. The team increased their year-over-year lease loyalty by 4% (3.5% higher than the Lexus regional average). Frank says the team's productivity is off the charts with Mastermind doing all the heavy lifting and pointing people in the right direction – teaching them how to fish with a very targeted approach. Mastermind's marketing campaigns support the dealership's effort to increase loyalty and help maintain pre-owned inventory levels, targeting customers who didn't even know they were in the market. Frank Pierce General Manager

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