Taking Pride in Vehicle Ownership
Acura Owner Lifecycle Communications Stream (AOLCS) is a campaign that deepens and sustains customer engagement throughout the period of ownership. The strategy is to create an emotional connection between new owners with the Acura brand with the goal to increase sales and brand advocacy.
A multi-wave execution of direct mail, email, a welcome kit, gifts and ownership anniversary cards spans 10 touch points over a two-year period. There are 3 performance indicators of outstanding results: increased sales among owners who received the communications; boosted registration rates on MyAcura.com; and increased loyalty to Acura Parts & Service.