Do automotive dealerships attribute repeat customers to loyalty or to the offers within their direct marketing pieces?
This was selected as Best Answer It’s both. But I would give a slight edge to the offers – if they’re the right ones. Loyalty is NOT something a dealer can take for granted – repeat customers need to be marketed to with offers that are just as exciting, and probably even more so, than conquest prospects. That’s because, as much as the previous customer might like the current make and model, and even be totally thrilled with the current dealership’s service (!) there’s a boredom factor that sets in. After several years of driving the same car, once someone’s made the decision to trade in the vehicle, it’s almost a foregone conclusion that they want something new. Something exciting – new technology, new styling. They’re going to want to see all the bells and whistles from all the manufacturers. Further, unless things have changed a lot on the legal front, every manufacturer knows from state licensing data exactly how long that customer has had that car. I believe you can still buy a lis
