The Situation

In the competitive luxury automotive market of California, Land Rover Anaheim Hills faced a significant challenge. With Land Rover extending its recommended service intervals from 12 months to 24 months, the dealership experienced a decline in service visits, impacting a crucial revenue stream. In such a crowded market, they needed a solution to activate their first-party data quickly, retain customers, and maintain service momentum.

The Solution

To tackle this challenge, Land Rover Anaheim Hills partnered with PureCars and implemented the AutoMiner Customer Data Platform (CDP). This powerful tool enabled the dealership to effectively access, cleanse, and segment their first-party data. With this newfound capability, they launched hyper-targeted campaigns across various channels, including SMS, email, video email, and phone outreach.

By focusing on a compelling 12-month service offer, the dealership countered the impact of the extended service interval, ensuring consistent engagement with their customers. Furthermore, the ability to export their data to other vendors allowed for a unified and personalized message across all outreach efforts, maximizing the effectiveness of their campaigns.

The Results

The results of implementing the AutoMiner were impressive. Land Rover Anaheim Hills saw a 2.3 additional daily repair order (RO) count increase and an overall 20% increase in repair orders since launching the platform. These improvements enhanced customer engagement and solidified the dealership’s competitive edge in the luxury market. Mark Osmers, Head of Marketing at Land Rover Anaheim Hills, noted,

"PureCars’ AutoMiner empowered us to transform our data into a competitive advantage. Despite changes in our service intervals, we’re able to optimize customer engagement. This consistency is reflected in an improvement in the average RO count per day, and the ability to seamlessly share data across our vendors has greatly improved our outreach strategy."

Conclusion

The success of Land Rover Anaheim Hills serves as a compelling case study in leveraging first-party data to drive results in a competitive landscape. By implementing a robust data management solution like AutoMiner, dealerships can enhance customer engagement, counteract potential declines in service revenue, and maintain a strong market position.

If your dealership is looking to optimize its first-party data strategy and drive similar results, consider how tools like the AutoMiner can transform your outreach and customer engagement efforts.

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