NISSAN uses data integration to enhance precision marketing, resulting in over 40% open rate in every segment!
In recent years, NISSAN (Yulon Nissan Motor) has been actively transforming itself into a digital company by connecting customers with "digital sales consultants” and encouraging users to make online test drive reservations on their official website, leading to continuous breakthroughs in sales. In order to provide customers with fast and convenient services during each phase of the customer journey: pre-ordering, purchase, and delivery to after-sales maintenance; NISSAN has started to operate an LINE official account. On the LINE account, they regularly share the latest news, product highlights, and special offers, etc.to communicate NISSAN’s brand value to over 400,000 active users across Taiwan. This increased NISSAN’s LINE friends by 1,000 per month, and the average mass message open rate reached as high as 40%!
Take advantage of LINE's real-time interactive features to proactively capture your friends' demand for new cars
Amplify the benefits of LINE communication for managing long-term customer relationships
NISSAN was not satisfied with LINE as a social platform for news dissemination and advertising. Instead, they hoped to amplify LINE's feature of real-time communication and further interact with its customers. That is when NISSAN was drawn to the benefits Crescendo Lab offers: easy data consolidation, good user data tracking, and multiple marketing modules. Both parties started to cooperate and plan LINE marketing campaigns for new car launches and model revisions, in anticipation of a high conversion rate.
Customers' decision-making time is long, and NISSAN hopes to collect data to accurately grasp their willingness to buy a car
As a new car can cost over NT$600 thousand, customers often go through the process of gathering information, comparing prices, and viewing the car, which often lengthens the conversion cycle. NISSAN wants to use LINE to take over every precious traffic flow and collect interactive data from customers at every touch point, allowing it to accurately grasp customers’ willingness to buy a car and achieve efficient segment marketing.
Jiahua Lin | NISSAN Digital Marketing Section Chief
Connect with SurveyCake to collect user data, discovering potential customers
In order to understand the customer's journey, NISSAN incorporates Crescendo Lab’s deeplink to increase LINE friends and conduct satisfaction surveys at the dealership. Additionally, "Reserve a Test drive" has also been added to the interactive section of the graphic menu. Friends are invited to click on the SurveyCake questionnaire to reserve for a tour of the dealership, thus successfully bringing them from online to offline.
The SurveyCake questionnaire is also connected to MAAC, which immediately helps brands collect information from customers through LINE, such as the model of cars they are interested in, location, and test drive perferences. MAAC can then automatically generate tags and synchronize NISSAN’s friends' information according to the answers. As a result, NISSAN can plan their subsequent re-marketing strategies such as focus communication.
NISSAN’s marketing team shares that this automated process of data transfer saves them a lot of time! They are able to efficiently collect data, gain insights into customers' needs, and enhance the brand's service experience. "We use SurveyCake questionnaire to find out which model of cars our customers are interested in, and if they are interested in a specific car model, we can push the car model offers to them accordingly.”
In 2022, NISSAN’s dealerships attracted more than 10,500 new friends on their LINE official account, and the questionnaire for "Reserve a Testdrive'' received nearly 5,000 visits, exceeding all expectations! NISSAN used the deeplink to better understand the users and the SurveyCake questionnaire to integrate online and offline information. The graphic menu incorporated the function of "Nearby Locations”, where customers are then introduced to nearby dealerships to view the cars. The interactive data was then saved as tags and stored in NISSAN's CDP (Customer Data Platform), which would serve as an important basis for precision marketing in the future.
|New Friends added through deeplink||Dealership Satisfaction Questionnaire Response Rate|
Communicate with users at different levels through three waves of LINE campaigns to promote the sales of new cars
How does NISSAN utilize Crescendo Lab to enhance customer interaction and further promote the sales of the new 2022 model "KICKS"? The NISSAN marketing team reveals three waves of interactive strategies to gather interested customers and push forward the conversion!
When NISSAN's featured car and Taiwan’s best-seller, CUV KICKS, was launched in early October 2022, NISSAN first launched a pilot advertisement on LINE to let customers know the highlights of the new vehicle and directed them to the official website to learn more about it. Two weeks later, the second wave of promotion was launched: a Q&A session centered around the theme of "KICKS Remodel", during which in order to win the prize of 1,000 LINE POINTS, one had to come into the dealership and reserve a test drive. This challenge attracted around 40 groups of interested customers, who were then contacted by sales consultants and increased the number of sales opportunities in the dealership!
The third wave came in early November, when NISSAN collated active users from the previous two campaigns and tagged them with the "KICKS" label. Messages were then pushed to this segment of customers about this period's special offers to accelerate customers’ decision-making, which ultimately led to the conversion of orders! "We also took the people who were tagged in these three campaigns and compared them to offline customers, and found that similar customers offline also placed orders. The campaigns may not have had an immediate effect, but they did spread and influence people both online and offline. The number of orders was higher than expected, so it was a very successful marketing campaign!”
The successful experience of KICKS has given NISSAN more confidence in focus communication. NISSAN is targeting the upcoming e-POWER models, hoping to use LINE for precision communication and interaction, creating a better experience for LINE friends and increasing sales.
Lin Jiahua & Liao Yanzhu | NISSAN Digital Marketing Section Chief & NISSAN Digital Marketing Manager