The Situation: Boosting Service Business Amid Inventory Challenges

An Acura dealership near Washington D.C. was facing limited inventory but still wanted to maintain steady revenue. With fewer vehicles on the lot, the dealership shifted focus to its service department, recognizing an opportunity to bring back past customers who hadn’t serviced their vehicles in over a year. However, attracting these lapsed customers required more than a general campaign—it called for a personalized, data-driven approach that would resonate with each customer individually.

The Solution: Personalized, Multi-Channel Outreach with AutoMiner

To accomplish their goals, the Acura store turned to PureCars’ CDP, AutoMiner. This powerful platform allowed them to access and analyze their customer data, segment audiences based on service history, and identify ideal candidates for outreach. From there, they designed a hyper-targeted campaign to reactivate customers who had gone 12 months or more without servicing their vehicles.

The campaign used two primary channels:

• SMS: Customers received customized service specials directly to their phones, a quick and convenient way to capture attention.
• Phone Calls: To strengthen the connection, follow-up calls were made to provide a personal touch, remind customers of the offer, and encourage appointment scheduling.

The success of these outreach methods inspired the Acura store to expand further. They integrated direct mail into their campaigns, reaching customers across multiple channels and boosting overall engagement.

The 90-Day Results: Impressive Re-Engagement and Increased Revenue

The targeted approach paid off with tangible results:

• 512 Repair Orders (ROs): The dealership successfully drove 512 vehicles back into the service drive.
• $213,000 in Attributed Revenue: With AutoMiner’s capabilities, the store not only revived relationships but also significantly contributed to its bottom line.

Key Takeaway: Leveraging Data-Driven Campaigns to Drive Service Traffic

This case study demonstrates that with the right tools, dealerships can navigate industry challenges by focusing on service traffic. Using the AutoMiner to segment and connect with past customers helped this Acura store turn a potential setback into an opportunity. By layering data insights, personalized messaging, and multi-channel outreach, dealerships can re-engage past customers and achieve impactful results.

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