South Point Auto Group_Case Study

COMPANY:
South Point Auto Group
SOLUTION:
Loyalty Driver® for Automotive
CHALLENGE:
The dealership wanted to interact
with their customers on a more
personal level, build dealership
brand awareness, drive customer
loyalty and increase service
appointments.
RESULTS:
• 70 service appointments per
month
• A more engaged and loyal
customer base
• Dramatic increase in website
traffic
South Point Auto Takes Customer
Loyalty to a Personal Level
Uses IMN to better engage and build loyalty with
their geographically dispersed customers and
drive traffic to their service bays.
South Point Kia and Hyundai dealerships are located on
a major highway in Austin, attracting customers across
a 100-mile radius. While their highly visible location is an
advantage for attracting new customers, encouraging existing
customers to return regularly for service was a challenge.
When Taylor Brannen, Internet Marketing Manager for the Kia
and Hyundai stores, joined South Point, he realized he could
better utilize the IMN Loyalty Driver email newsletter to build
each dealership’s brand awareness. His thought was to drive
customer loyalty by filling each newsletter with a mix of South
Point specific content, service coupons and sales offers, as
well as Kia and Hyundai vehicle articles. And for customers
who might be between purchases or services appointments,
South Point included engaging lifestyle articles from IMN.
Before we had Loyalty Driver, we
were trying to find ways to interact
with our customers on a more personal
level. Loyalty Driver has allowed us to
provide unique, engaging content to
our client base and the results have
been phenomenal.
Every month we find out more about
our customers through their readership
behavior with our newsletter, and
customers are able to interact with
our store in a way that is fun and
comfortable for them.
Taylor Brannen
South Point Kia
Internet Marketing Director
This more personalized monthly contact helps South Point
customers better understand the value their dealer provides over
others in the area.” IMN provides a unique way for us to interact
with our customers”, said Brannen. “We deliver two monthly
newsletters – one for our Kia customers, and one for our Hyundai
customers – and we can completely tailor the content for each
store. Kia is different than Hyundai; this is not a cookie-cutter
solution.”
Austin’s Family owned South
Point Auto Group
For over 20 years Bill Munday’s
South Point has been a leader in
sales and customer satisfaction.
Their philosophy of “Customers
for Life” has become their way of
doing business. Customers will
enjoy an exceptional ownership
experience from the moment
they visit, through the purchase
process and during every service
visit. This is all part of the South
Each month South Point features an article called Shop Talk With
Jim focusing on maintenance tips. Articles range from when to
change your windshield wipers to how to maintain tire pressure
to getting your car ready for a trip. Shop Talk With Jim has
become one of the highest ranking articles each month. In fact,
when one customer misplaced an issue she asked South Point
to resend the newsletter concerned she might have missed an
important service tip. South Point researched the customer’s
service and readership history, and learned she had been to the
dealership multiple times, and that she was an avid newsletter
reader based on metrics available in the Loyalty Driver reports.
Another way South Point engages with customers on a more
personal level is through The Ladies Day Special coupon, which
receives hundreds of clicks each month, and results in at least
35 service appointments per store, for a total of more than 70
appointments monthly.
“Loyalty Driver’s value in our digital marketing mix is organic
growth, driving customers back in after the sale and increasing
website traffic,” said Brannen. “My District Manager pointed out
the dramatic increase in traffic he noticed within 24 hours of each
monthly mailing.”
Point Auto tradition of excellence,
which has established them as
the premier destination for quality
new and used vehicles in central
Texas.
IMN | www.imninc.com | 781.672.7000
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