FRANCE

CRM / Customer Experience

BMW

A highly personalized CRM Program around services, stories and business activations to build commitment & vreate enrolment desire.

BMW

The results

Number of subscribers x 2 (from 35K to 70K)
Opening rate on monthly newsletters : 40% 
More than 30K test drives

The challenge

Develop a performance orientated strategy reconciling PRM (prospects) and CRM (consumers) for a holistic vision :
• BMW & VOUS loyalty program
• BMW & VOUS CRM activation process
• Data and campaign management

The idea

A program proposing a highly personalised relationship with BMW to build commitment and create enrolment desire thanks to:
• New data tools and an organisation centralised around the implementation of a DMP to optimise acquisition & loyalty
• Strong value added content for the customer loyalty program, lifestyle and automotive orientated developed in partnership with journalists and influencers
• Partnerships with brands and cultural organisations to feed and enrich the cultural program and provide benefits “money can’t buy” for members of the loyalty program BMW & VOUS