Our main goal:
To design and test a marketing program to recognize best customers (dealers) and begin cross promoting other Cox Automotive services
Manheim is North America’s leading provider of vehicle remarketing services, connecting buyers and sellers to the largest wholesale used vehicle marketplace and most extensive auction network. Through 125 traditional and mobile auction sites and a robust digital marketplace, the company helps dealer and commercial clients achieve business results by providing innovative end-to-end inventory solutions. Approximately 18,000 employees enable Manheim to register about 7.5 million used vehicles per year, facilitate transactions representing nearly $50 billion in value and generate annual revenues of more than $2.6 billion. Headquartered in Atlanta, Manheim North America is a Cox Automotive™ brand.
As the established leader in used vehicle auctions, Manheim had a robust customer base of dealers but no formal loyalty program. Challenged by the transformation of the used car marketplace, senior leadership was looking for ways to improve dealer loyalty and build closer ties to their best customers. Additionally, as part of a recently spun off Cox Automotive, Manheim was looking for ways to encourage dealers to use additional services across the business from Kelley Blue Book to Autotrader.com rDialogue designed a pilot to
- Make best customer relationships even better
- Explore customer differences including optimal benefits and channels per segment
- Begin cross promoting with other Cox Auto businesses, sharing customer information and marketing resources
- Execute behavior based targeting campaigns
- Refine which behaviors to drive or influence
- Understand the impact of a set of purely soft/emotional benefits (to complement a transactional program being tested in a sister business unit)
Throughout the pilot, rDialogue worked closely with Manheim’s CRM team providing a series of services from strategy design to pilot definition, campaign design and execution including creative development and campaign management. As a result, Manheim’s team was able to continue their normal operations and run the pilot on top of business as usual. The pilot pushed Manheim to determine new ways to monitor and respond to their customers and built internal relationships across their sister business units. It established a baseline for treating best customers better and laid the foundation for stronger customer relationships. The rigor with which the pilot was measured also enabled Manheim to identify additional areas of opportunity.