Volkswagen: Enhanced repurchase program VWFS & VWPC

Volkswagen’s UK business redesigned its email communications to target high-quality customers, leading to jumps in engagement and conversion rates.

VWG and VWFS' joint investment in a new platform enables the integration of off- and online data, to create more relevant and personalised customer experiences across channels. For this campaign, the new capability enhanced and optimised VWFS' contact strategy for its car repurchase programme.

Strategy

The first step was investing in a customer engagement platform with a new set of web browsing data points. It could better identify when customers were in-market, their most likely path to purchase and progression across different stages.

As over 80% of customers who buy a new car search online, the next stage was leveraging...

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