CHALLENGE

Lexus wanted to increase the sophistication of its personalised marketing to move more people through the funnel to test drive and purchase. They wanted to understand recent customer behaviour, such as engaging with content in their emails and website and incorporate it in their communications.

SOLUTION

“Always On” automated and triggered journeys were created in their Salesforce marketing platform which continuously run reacting to customer behaviour. Emails to customers and prospects on the CRM database are tagged so that when a customer clicks on a link in them, to go to the website to find out more, they arrive at the website as a known individual. Tagging across the website allows us to build a more rounded picture of which car and potentially finance offer the customer is interested in. This insight is then used in future emails to remind the customer of their car and offer of interest, encouraging them to visit their local dealership for a test drive.

IMPACT

By combining previously ‘unseen’ digital engagement with existing CRM data, true personalisation is enabled with over thousands of different creative combinations, all created and delivered in real-time, resulting in a more seamless multichannel customer experience.