Infiniti direct mail case study

Automotive manufacturers need to work hard to acquire and retain customers, particularly for high-end brands, so Infiniti needed to box clever to promote its luxury range of cars.

Infiniti's key selling point is the customer experience – from swanky 'buying centres' for potential customers, to a personal account manager who arranges post-purchase services. As part of its retention strategy, Infiniti mails recent customers a premium pack, including a wallet and a USB membership card. When they plug the card in to their computer it drives them to a secure microsite which validates their membership.

Their membership enables them to enjoy the car company's convenient collection and delivery VIP service, events and sponsorship. More importantly for Infiniti, it also triggers an online customer questionnaire which enables the company to profile its car buyers against its defined ideal audience and further develop its marketing strategy.

Created by TMW, the pack went out in 13 countries across Europe and has elicited a positive reponse, with 37% of customers activating their membership and 96% completing the online questionnaire.

Edwina Dunn, chief executive of dunnhumby, comments: 'The campaign is an integral part of Infiniti's long-term strategy. It is a result of the recognition that it is easier to give people what they want when you know what that is. The combination of direct mail and online media provides the mechanism for Infiniti to gather the insight it needs to make sure its decisions are based on fact, not speculation.'