Product Overview
It is well known that an OEM's Owner Base represents the best opportunity to purchase that OEM's Brand. Rule of thumb is that the Owner is over 300% more productive than the best competitive prospect. Knowing that a current owner has indicated they are 'in-market' and has expressed interest in a competitive product provides a significant opportunity to reinforce brand loyalty at a critical point in the shopping cycle.
The ICS LoyaltyBuilder product provides OEM's an edge in improving their Owner Loyalty conversions. By matching an OEM's Owner base to ICS's AutoNet In-Market Shopping Network, you match to the industry's largest collection of In-Market Shoppers (Autobytel Network, CarsDirect Network and Reply.com). We can identify, communicate to, and assist the OEM in improving defection rates with their most important asset – their current Owner Base.
The ICS LoyaltyBuilder Process
LoyaltyBuilder process is very straight forward:
- The OEM and/or their Agency would upload their owner data file to a secured FTP site.
- We would then match the owner data against the latest available hand raisers within ICS's AutoNet
In-Market Shopper data Network. We would utilize our advanced address matching technology to identify your owners that are
actively shopping. Upon request, ICS would append the owner data file with flags indicating the following…
- Shopping OEM's Brands
- Shopping Competitive Brands
- ICS would work with the agency to set up and deploy email communications to those matched records. A single email or series of emails could then be triggered to the owner.
- Once the match has been completed, ICS would notify the OEM and/or Agency that the appended file is available on the secured FTP site for pickup. (Or upon request, ICS would delete the owner file from the FTP site.)
- Then, periodically, the OEM would upload updated owner data file … and the process would be repeated.
A confidentiality agreement would be executed between all parties and would govern the treatment and security of all data.
LoyaltyBuilder Plus Options
Build share by adding to the Mix
- Add your previous Owners to the Mix: Once again, the old rule of thumb, that a past owner (disposer) is your second best source for new vehicle sales / prospecting … considered to be 150% to 200% more productive than the best competitive prospect. Add this segment to the mix and reap additional sales gains through these targeted marketing efforts
- Add Non-Owners shopping for your Brand: The next tier of best prospects are handraisers who have not previously owned your product, but have submitted a purchase request for your brand. Additional timely communications to this target can reap incremental ROI.
LoyaltyBuilder Pricing Structure
Costs vary based on volume and length of program commitments. The structure of costs is broken into the following segments:
- Data Matching Costs: Covers setup and ongoing processing costs to match your customer data to the AutoNet In-Market Shopper Network. The cost structure is based on volumes processed.
- Data Usage Costs: Once matches are identified, there is usage charge for all In-Market shoppers that match to your customer provided files. Our standard pricing for usage is on a Cost per thousand basis starting at $1,000/m. Data can be utilized for postal or email communications.
- Email Communications: If you desire to communicate to customer matches via email, our standard setup and campaign charges apply.
