---
title: Keeping Nissan customers in the family
---

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# Driving ROI by keeping Nissan customers in the family

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 personalised approach based on the car-buying lifecycle. The objective was  to leverage valuable consumer insights to provide a personalised, multichannel customer experience that resonated with audiences. It was our mission to use CRM to increase loyalty, finding efficiencies and effectiveness, to realise 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 optimise every stage of the CRM journey, from start to finish.

## ROI Realised

- £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 modelling
- 53% increase on engagement

## Discover another one of our  success stories

# The Very Group

## [Finding new customers for The Very Group →](https://indicia.konicaminolta.com/case-studies/very-group)

We delivered close to 4,000 new customers for The Very Group's flexible payment scheme in one season's campaign.

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