Driving service appointments takes more than just great offers—dealerships need the right strategy and data to effectively connect with their customers. For a BMW dealership near Washington D.C., that strategy came through the AutoMiner CDP (Customer Data Platform), which helped transform their service marketing efforts and increase service traffic.

The Situation

Like many dealerships in the luxury market, this BMW store had long prioritized acquiring new customers. However, they realized their first-party service data held untapped potential for increasing service appointments and improving customer retention. Despite being in a high-end, competitive market, they struggled to fully leverage this data to engage key customer segments. This left gaps in their ability to drive more service business through targeted digital campaigns.

The Solution

To address these challenges, the BMW dealership partnered with PureCars to implement the AutoMiner CDP, a powerful tool designed to clean and segment first-party data. This allowed them to build highly targeted advertising campaigns that directly addressed the needs of specific customer groups, including:

• Service Reminder Ads: Targeting customers who were due or overdue for maintenance, encouraging them to schedule a service appointment.
• First Oil Change Offers: Designed for new vehicle owners to bring them back into the dealership for their initial maintenance.
• Lease Loyalty Campaigns: Engaging customers whose leases were nearing their end, offering incentives to keep them in the dealership's service cycle.
• Military Promotions: Special service offers aimed at local service members, strengthening the dealership's connection to the community.
• Outreach Ads for Non-Service Customers: Targeting customers who had never used the dealership’s service department, offering incentives to convert them into loyal customers.

The Results

The AutoMiner’s data-driven approach led to improvements in the dealership’s service marketing efforts. With highly tailored digital ads, they saw a marked increase in customer engagement and service appointments. The 60-day results speak for themselves:

• 172 Attributed Repair Orders
• $244K in Attributed Service Revenue

By tapping into its own first-party data and leveraging the AutoMiner’s segmentation and targeting capabilities, this BMW dealership was able to revitalize its service marketing efforts. Not only did they increase their service appointments, but they also improved customer retention by delivering personalized offers and reminders to key segments.

Conclusion

For dealerships looking to maximize service revenue, focusing on data-driven advertising and customer segmentation is essential. With the AutoMiner CDP, dealerships like this BMW store have been able to unlock the potential of their first-party data, driving service traffic and boosting long-term customer loyalty.

Are you ready to revitalize your service marketing? Connect with PureCars to learn how the AutoMiner can transform your dealership’s customer engagement strategy.

‍