To stand out amid competitors' spray-and-pray marketing attempts, today's loyalty campaigns
need to be targeted and take a customer-first approach to solving buyers' challenges.
By leveraging dealership marketing technology to analyze data from your DMS and CRM,
look for opportunities to proactively pave the path for customers to return to your rooftop
and purchase their next vehicle.
Consider tasking a member or a small team from your sales department or BDC to serve as a
loyalty liaison. Task this person or team to analyze the data in your dealership's CRM, DMS and
sales platform to identify which loyalty customers pose the most significant risk of defection
both in the long-term and short.
Short term:
Those returning to market in the next
1-3 months, customers out of warranty
or over lease mileage
Long term:
Customers approaching the end of their
lease or finance term in the next 12
months or customers who could lower
their APR or payment
