Nissan was up against multiple obstacles:

• An increasingly competitive SUV market
• Disruption to the traditional customer journey
• Changing methods of automotive finance
• Decreasing brand loyalty

The Challenge

Our challenge was to develop Nissan’s CRM campaigns from a model-centric, broadcast approach to a more personalized approach based on the car-buying lifecycle. The objective was  to leverage valuable consumer insights to provide a personalized, multichannel customer experience that resonated with audiences. It was our mission to use CRM to increase loyalty, finding efficiencies and effectiveness, to realize ROI for Nissan like  never before. 

Our Approach

We brought together data from Nissan’s central database and our proprietary tech stack. This enabled us to draw insights and help Nissan understand who their customers are, how and why they are buying and through which channels.

By combining these valuable insights, we built a single customer view that informed a new, customer-centric strategy to effectively target communications and drive performance.

We used analytics to identify more timely trigger points and targeted messaging based on purchase attitudes, life stage and model propensity. This allowed us to optimize every stage of the CRM journey, from start to finish.

ROI Realized

• $57 million profit contribution

• 10.7 million customer emails sent per year

• 2.1 million customers managed

• Increased conversion by 36%

• Sales uplift of 15% through 47% more accurate messaging and 80% increase in predictive modeling

• 53% increase on engagement