RLA tasked with integrated marketing roll out for Peugeot UK trade programme
Peugeot UK’s integrated marketing account for its trade programme has been secured by RLA, which will the see the company involved in a creative rebrand of the programme.
Having picked up the account in December, the Bournemouth agency was briefed to create a new ‘direct-to-customer’ loyalty and promotion platform.
The programme involves weekly, monthly, quarterly and annual communication being made to 25,000 customers across the UK on behalf of the national dealer network.
The new programme began to roll out at the end of last month, and includes a change in the use of data from the company.
For the first time, analysing daily sales data, customer buying trends and product movement will aim to provide total customer segmentation and targeting.
RLA will has begun to highlight weak products, lapsed customers and changes in buying habits to enable a multi-layered promotional response from different consumer groups.
As well as the rebrand and design overhaul of the programme, extensive printed and html direct communications will be developed, as will a secure customer facing and back-end management loyalty website, trade communications and promotions.
The programme will roll out in stages releases through 2011.