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Content and functionality audit
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Offering
for owners was decentralized across numerous sites, and as
a whole did not meet the baseline needs of customers or provide
a reason to return (according to research studies).
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Challenge
Volvo
Cars was not nurturing post-purchase relationships to serve
and retain owners.
Results
The
Interactive Strategist conceived a roadmap to improve the
ownership experience by building an online owners’ center.
Its aim was to provide valuable, personalized information
and a convenient new way to manage the various tasks car owners
have to deal with. Specifically, he:
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Identified
strategic and tactical opportunities to retain and develop
owners; deliverables included: research analysis, content
audit, competitive review and recommendations document. |
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Developed
communications plan to enable dealers and brand to maintain
a relationship with owners through email and site (to
drive service/maintenance business, incremental accessories
sales and repurchase). |
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