The Situation

A Mazda dealership in Florida, located in a rural area with a limited customer base, faced a challenge: they struggled to attract enough traffic to their service department. Despite multiple efforts, the dealership wasn’t seeing the volume of service appointments necessary to drive sales conversions. 

The Solution

To tackle this issue, the Mazda dealership utilized PureCars’ powerful Customer Data Platform (CDP), the AutoMiner along with its market data and analysis tool, PURE Insights. By leveraging conquest data, they identified Mazda owners who had not previously serviced or purchased a vehicle at their location.

With AutoMiner’s capabilities to clean and segment their data, the dealership launched a targeted direct mail campaign specifically promoting first-time service specials and buyer incentives. These compelling offers were designed to entice potential customers and encourage them to visit the dealership.

Additionally, PURE Insights provided in-depth analytics that allowed the dealership to track the campaign's effectiveness in real-time, enabling them to make data-driven adjustments as needed.

The Results

The targeted direct mail campaign significantly increased traffic to the service lane, bringing in new customers who had previously overlooked the dealership. The campaign generated 80 repair orders, reflecting a robust increase in service appointments that boosted service revenue and created valuable opportunities for future vehicle sales. In fact, the dealership attributed an impressive $23,000 in service revenue, highlighting the effectiveness of intelligent targeting and data-driven marketing strategies.

Conclusion

This success story demonstrates the transformative impact of utilizing data-driven solutions like the AutoMiner. By understanding their customer base and implementing targeted marketing strategies, dealerships can effectively increase service lane traffic, enhance customer relationships, and ultimately drive sales.

The Mazda dealership's experience serves as a reminder of the potential for dealerships to harness data to maximize opportunities and build lasting customer connections. Is your dealership ready to explore similar strategies to turn service appointments into sales opportunities?

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