Revolutionise the way the three Stellantis brands, Peugeot, Citroën and DS engage a wide cross section of customers and transform the car buying experience through automation.
Segmentation, transformation and integration are at the heart of our output for Stellantis – using data to inform our communication through CRM. This has been bought to life in our Just add Fuel campaign, where we segmented parents and 18+ prospects, for whom it is notoriously costly to obtain car insurance.
For customers coming to the end of their 3-year lease, we contacted them using Direct Mail with QR to reveal new model options, linking them to a seamless online car buying experience where they can configure, visit our ‘virtual showroom’ and discover offers.
Our ongoing CRM programme takes centralised brand assets and localises them for UK markets, tailoring them to local insights and needs, at a time of huge change in the car industry with the advent of EV.
We connected, enhanced and enriched first party data to provide a 360 degree view of prospects. We developed a customer led, multi-organisation & product segmentation positioning that connected the client’s data and allowed us to provide a more precise view of the customer profile for each model. We did this by creating six overarching audience segments, (SUV, City Car, Saloon, Mini Hatch, Estates, Couples) distributed across the three different brands. And segmented 108 personalised audience types. Wethen use data signals to target our audiences precisely.
We are helping Stellantis build a shared data ecosystem that not only influences how they talk to customers, but that also informs how they are structured as an organisation and how they invest in media and technology. And using first party data, we are building brand new customer experiences that will introduce Stellantis customers to a world of seamless, tailored mobility, ensuring Stellantis stays ahead of the changing world of car ownership.
This allows us to deliver actionable insight and segmentation through automation in Salesforce and digital platforms to provide CRM, digital activity and media recommendations at both national and local level helping us to target our audiences, in any channel we choose.
Enhancing segmentation and targeting at scale through automation technology has delivered strong results across the 3 brands.
Incremental annual sales