Revitalizing Customer Loyalty for BMW/MINI Dealers Through IoT
Applicable Industries
- Automotive
About The Customer
The customers in this case study are the owners of MINI cars that are over 4-years-old. These customers were becoming less loyal to the brand as their cars aged, primarily due to the misconception that original parts and MINI service were more expensive than independent repair car shops and service chains. This was leading them to migrate to these independent service providers. The customers were spread across various 'MINI Hotspots' in Germany, including Munich, Berlin, and Düsseldorf. The goal of the campaign was to change the perception of these customers and increase their loyalty towards the brand.
The Challenge
BMW/MINI Dealers were facing a significant challenge with their MINI Friendship Service (MFS) for all MINI cars over 4-years-old. The issue was that as the cars aged, their owners became less loyal. This was primarily because owners started migrating to independent repair car shops and service chains under the false impression that original parts and MINI service were more expensive. This misconception was leading to a decrease in customer loyalty and a drop in revenue for BMW/MINI Dealers. The challenge was to change this perception and convince the owners that original MINI parts and service were not only what their beloved Mini deserved but were also not more expensive.
The Solution
To address this challenge, BMW/MINI Dealers launched a campaign that communicated the value and affordability of original MINI parts and service. The campaign was focused on 'MINI Hotspots' in Germany, including Munich, Berlin, and Düsseldorf. MINI dealers in these areas were involved and equipped to sell MFS. An integrated consumer campaign was launched that included outdoor posters, promotions, and online communication. Dialogue elements like eDMs, a game, DM, and POS kits for all dealers were also part of the campaign. A highlight of the campaign was the '360-degree Service' video that broke new ground in terms of style and technique. This comprehensive approach aimed to change the perception of MINI owners and increase their loyalty towards the brand.
Operational Impact
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