Quick Lane® at Tommie Vaughn Ford
Building Customer Retention
The Challenge
Competitors. Increasing costs. Pandemic aftershocks. The managers of Quick Lane at Tommie Vaughn Ford faced some strong headwinds threatening the lifeblood of their business–getting and retaining customers.
The Solution
Tommie Vaughn made a firm commitment to keeping techs, offering value-added services and communicating with customers frequently. All three of those pieces worked together to achieve their goal: keeping and building their customer base.
“We are located in a residential community and treat our customers as if they are family. That’s important for retention. You’ve got to stay in constant contact with them.”
Jeremy Wilson, Fixed Ops Director
1
Email Outreach
Quick Lane at Tommie Vaughn Ford stays connected with customers through the monthly Sensible Driver emagazine and holiday adblasts.
- Sends 350,000 targeted emails per year
- About 3¢ per email
- 42% open rate, one of the highest rates in the industry.* -Stayed top of mind with customers with relevant information (monthly offers, seasonal driving tips)
- Drove monthly traffic to its Quick Lane-branded website, which helped it improve local ranking
2
Website
Tommie Vaughn’s website from Sensible Driver was designed to increase customer engagement and Google optimization on every page.
The Quick Lane-branded website:
- About 100 appointment clicks per month
- 1256 customers found Tommie Vaughn via Google search
- Hundreds of clicks to articles and other relevant content
- SEO-optimized About, Tire Shop and Brake Repair web pages
3
Re-marketing
The Tommie Vaughn program identified customers and prospects most interested in high value services such as tire installation and brake repair.
- 71 monthly tire leads
- 80 monthly brake leads.
- Custom tire and brake page landing pages
4
Service Offers
Monthly offers on the website's coupon page help draw customers into service bays at Quick Lane of Tommie Vaughn Ford. The Sensible Driver team works with shop managers to customize local offers and update national offers coming from Quick Lane.
- 69% of recipients open Tommie Vaughn email campaigns from their mobile devices
- eMail campaigns from Sensible Driver deliver More than 1100 monthly coupon clicks
- Specialty adblasts prior to national holidays generate more than 9,000 views per campaign
"The Sensible Driver® program works. There's not a lot of effort on our part. And the Sensible Driver team is easy to work with."
Jeremy Wilson, Fixed Ops Director
