Driving best-in-class CRM

Edit delivers best-in-class CRM for one of the world’s best-loved premium automotive brands. Using our bespoke Infinity platform, we generate real-time 1:1 customer engagement. We combine cutting-edge technology with pioneering profiling to achieve award-winning results, such as our DMA Gold-winning Button Pack that generated an ROI of 48:1.

The Client

Our client is a global automotive manufacturer and leading technology company, proudly built around two iconic British car brands.

The Edit Effect

Edit works closely with the client and their creative agency to deliver more than 3,000 CRM campaigns a year. But that’s only the tip of the iceberg. Whether it’s targeting microaudiences of less than 200 boat-owning prospects within an hour of the sea, or using our bespoke Infinity Brain platform to drive personalisation at scale, we harness intelligent data to keep our client at the front of the grid.

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CRM campaigns delivered per year

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Incremental profit from our retention programme

The Button Pack: re-inventing direct mail for a digital generation

The challenge

How do you optimise test drive uptakes for a time-poor, digitally-bombarded audience in a post-GDPR world?

When we were asked how we could supercharge test drive requests for a premium new model, we knew we had to do something different.

The Button Pack

We combined cutting edge RFID technology with pioneering profiling to re-invent direct mail for the digital age. That’s how our DMA Gold-winning Button Pack was born.

The Button Pack was the world’s first use of WND Network and Sigfox technology within direct mail. With a single push of a replica start button in the pack, the recipient was able to book a test drive.

The radio transmission technology allowed us to connect the ignition button to our CRM system that, in turn, delivered the test drive request to the recipient’s local dealer. This triggered an SMS and email to the recipient confirming the booking and that the retailer would be in touch. All this happened in real-time, in a GDPR-compliant manner that required no sign-up, pre-interaction, Bluetooth, tethering, or Wi-Fi connection.

The results

Exceptional outcomes from the 5,000 highly personalised premium DM packs that each included a replica of the car’s start button. The button used RFID technology to trigger an instant test drive booking, confirmation email, and text message followed by a call from the customer’s local retailer. The response was so strong we took home a DMA Gold award for Best Use of Mail and Silver awards for Automotive and Best Customer Journey. The statistics speak for themselves:

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Conversion to sales

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Increase in response rate

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New models sold

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Incremental profit from our retention programme

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Campaigns delivered every year