Lexus

Developing a new customer journey

Previously, buying a car took many face-to-face meetings between the buyer and dealer, but today, 90% of consumers search online before visiting a dealer.

Our research identified how the switch to online channels had impacted the path to purchase. We discovered that the time to decision had sped up significantly – from 4 months (2011) to 2.3 months (2015).

Further research enabled us to identify prospects’ specific needs and nurture them along this transformed journey. We developed a revised communication plan utilising Lexus’ marketing automation platform to optimise results.

Within six weeks, we had trebled the number of test drives compared to the previous 12 months.

  • 3X

    more test drives
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