Citroen - Personalised Dealer Communications

Stronger relationships with local customers that deliver increased sales and loyalty

Challenge

Citroen appointed Tangent to plan and execute a below the line strategy with a key objective of increasing sales of accessories across the UK dealer network. The task required communicating Citroen’s accessory offering immediately after the sale of each vehicle through a programme that offered an end to end solution and was able to produce sales data and reports to enable continuous improvement.

Solution

Tangent's unique 'network of experts' approach enabled us to combine class leading data planning, brand strategy, creative and digital capability to develop a technology platform that allows Citroen dealers to integrate email, web and digital print for raid and responsive personalisation.

Results

Citroen accessory sales have increased by 16% since launch, and reduced wastage and inefficiency has driven up ROI by 22%. Most significantly, the success of the campaign has prompted Citroen to implement the system across their entire new car fleet and UK dealership network.