One such example is a firm in the automotive industry that was trying to bring back customers in the official dealerships for car services and repairs. The issue was that a very big portion of the car owners chose to service their cars in local shops due to the reasons listed above, and were better location-wise as well.
The company developed an app that consumers would use when they went to the official dealerships. It would award loyalty points that could be used later on for other services or even purchases. However, they needed to stimulate the owners to take advantage of the offer and to generally familiarize them with the app.
Scios Market helped by creating the market double they needed and provided the opportunity to:
Measure the return on investment and loyalty programs
Improve the process of evolving the app program strategy over the next 12 months.
Service seasonality was impacting them negatively - they were not properly preparing to stimulate consumers to visit their shops prior peeks.
Users had a bad experience with the app and that was driving customers away from the loyalty program
Marketing campaigns were bringing the most cash back in. However, salespersons and technicians in the service centers also had a big contribution due to the face-to-face factor.
Website investments, although not as fruitful, had to remain in the budget strategy, as they were complimentary to the other factors.
They had to invest heavily in improving the app experience. The suggested budget was double the original $2M.
Increase the spend levels for campaigns, dealership communications, etc. by roughly 60%
Bring more than twice as much income from new users.
Maintain the neutral ones and even slightly increase their return-to-the-shops rate
And would be very popular with the loyal customers, driving them to spend a lot more than the usual amount.
Strategic Decision Intelligence company that builds human-centric AI. We model how people make choices to answer your WHY, WHAT-IF and HOW-TO questions.