Individualized Marketing Strengthens Customer Loyalty and Increases Sales Potential

Topics:
Marketing Communications,
Print Advertising
Tags:
Customer Loyalty,
Manufacturing,
Marketing,
Saab,
Sales,
Sales Strategy
Source:
Kodak

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Overview: According to a study by Mercer International Management Consultants, the automotive industry lags behind other industries when it comes to customer loyalty. Improved customer loyalty could help car makers to increase sales in their dealerships and in branded accessories business. Saab is well known as a car maker with innovative approaches and a unique identity of its own. It is regarded as a prestigious make throughout the world. Saab Germany also employs this creativity and these approaches in communicating with its customers. The idea of individualized, target-group and dealer-specific communication for the 120 dealerships in Germany has developed into a program involving three campaigns per year that Saab uses to stay in regular contact with its customers.

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Format: PDF | Size: 258KB | Date: Feb 2003 | Pages: 16

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