AMANDA J. RHEAD
Sonic Automotive, Inc. is one of the largest automotive retailers in the United States, operating over 110+ dealerships and 25+ vehicle brands across the nation. Today sonic operates in 24 states and also comprises EchoPark Automotive focused on the 1-4 year-old pre-owned vehicle market, and Sonic Powersports (Harley-Davidson, Polaris, BRP and others).
Problem Statement
When a dealership does not have a particular car model in stock, it can take 5-6 months to order and obtain a new vehicle for a customer. Because of this long wait period, prospective buyers presented with this constraint are likely to purchase elsewhere.
The Opportunity
Retention & Loyalty
Sonic Automotive could achieve roughly 50% of its sales goals for next year just by retaining current customers on their lease.
Objective
Create a new automated email marketing campaign that proactively informs and entices active lease holders to take action and renew their lease.
7 email touchpoints
Campaign Journey
"Amanda, your lease is up in 12 months - here's what to expect"
12 mo out
"Amanda, your lease end is approaching"
9 mo out
"Amanda, your lease end is just around the corner - it's time to upgrade"
5 mo out
"Amanda, your lease end is almost here!"
6 wks out
10 mo out
"Amanda, your lease is up in 10 months - here's what to expect"
7 mo out
"Amanda, your lease is up in 7 months - that's sooner than you think!"
3 mo out
"Amanda, your lease expires in just 90 days!"
Sample A: BMW email sent 12-months out from the individual's lease expiration date.
Sample B: Mercedes email sent 5 months out from the individual's lease expiration date.
Measuring Success
Did the new lease retention emails influence more Sonic customers to renew their lease?
Since automotive retail has a long sales cycle, let's consider:
-
leading indicators as the number of appointments booked
-
Lagging indicators as the number of leases signed
More metrics coming soon...
Launch performance gathering is currently in progress