The Opel retailer network has enormous potential among its existing customers that is not thoroughly used for repeat sales. Customer data and purchase histories are systematically compared with the applicable purchase impulses in this ‘growth and loyalty programme’ in order to increase new car sales and service turnover.
Customer data from participating retailers was analysed, compared with purchase impulses and segmented in order to contact customers individually with new car and service offers via an activation centre. The retailers regularly received feedback with clear action plans. In addition, the CarConquest product from Plus Sales was used to reach potential customers of other brands in a separate project.
Out of 850,000 data sets, around 10,000 vehicle sales were achieved and additional service requests generated through analytical data linking.
The systematic analysis, purchase impulse analysis, segmentation and general maintenance of customer data alongside subsequent individual customer contact was established as a new resale standard. Selecting and contacting a customer using the Plus Sales system forms the basis of future successes in active retail both in an analogue and digital format.
Opel is a longstanding client of Plus Sales. Customer activation based on systematic data analysis and purchase impulses was the challenge. Targeted customer contact regarding service provision was also added to the roster. The aim and result of our measures was to significantly optimise sales in retail.
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Especially trained Plus Sales Coaches support Hyundai retail with the systematic sales of accessories. The aim of this long-term collaboration is the targeted increase of accessory sales.
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