The renting section of Mercedes-Benz Spain wanted to increase the sales of its vehicles, through the greater and better knowledge of its clients, to perform actions more tailored to each profile, as well as more personalized.

To do this, we resorted to information from the CRM of Mercedes-Benz Spain, an application designed by artyco and which we have been working on for over a decade. With this database information, which we nurture daily, our Customer & Data Analytics team carried out an analysis of all users, subsequently creating a loyalty program.

After classifying customers into groups (considering the mileage, the contact with the brand and the time passed since the purchase) a personalized channel communication strategy was planned (telephone, email, SMS).

The analysis allowed for a clusterization of the database, which helped the brand to better understand its customers.

With the actions executed, 7% of customers renewed their car with Mercedes-Benz.

A complete success!