Gwinnett Place Honda - Improving Revenue per RO

A business goal a dealership client in Georgia had was improving their service revenue generated per RO from ~$200 to over $300. One of the first things I dug into was what type of customers generally spend more currently from their database of customers. Looking through the transactional customer database, I found most of the time these were inactive customers and high mileage customers. 

One of the campaigns I created for them focused on inactive customers - since it was one of the segments I found that generally spent more. I then looked into what channels made sense and what kind of messaging to hit these customers with. Going through demographics data, I found that most of their customers were families and one of the things they value were safety. Therefore in the graphics we generally have family in the pictures and our texts would include something along the lines of "Keep your vehicle maintained so it is safe for the road this summer." to promote the safety aspect their customer base valued.

The channels I decided to use was email, print, and a Facebook remarketing ad. The remarketing ad will hit the list of email customers that will receive the email. The campaign saw great success with above average engagement[i.e. 15-20% CTR on emails]  and we increased their revenue per RO to even close to $400 Revenue/RO.

This was a campaign we continued to do but have done A/B testing to improved upon it. One example of an A/B testing done is to improve the open rate of the emails we did through the personalization of subject lines with including model vs including customer's first name. We were able to improve their open rate from around 5% to 8%.