Disconnection

Luxury car sales rely on repeat business from loyal customers. But Lexus also sees itself as far more than just a car manufacturer. Its vision is to become a global luxury lifestyle brand. And to help achieve that transformation we needed to make sure owners were engaging with the brand in many more ways than simply the cars themselves.

Connection

Since 2017 we have been changing the way Lexus connects with its customers. We’ve brought the aspirations of this luxury lifestyle brand to all of Lexus’ CRM – from welcome packs to social posts, service calls to product launches, dealer communications to Lexus Financial Services, brand ambassador partnerships to high profile events. The heart of our engagement now lies in the Lexus Monthly Briefing – a stylish newsletter that even makes it into print on occasion and is avidly read by 20,000 UK owners each month.

Growth

Our comms mean Lexus is more connected to its customers than ever before:

•      49% (39% above target) open rates across the programme

•      19% (10% above target) Click through

•      50% reduction in ‘unsubscribe’ rates

•      40% of customers choosing a higher-grade vehicle than they previously owned

•      78% cost savings form the Lexus Prospect Programme

•      CRM streamlined production, has cut delivery from weeks to less than 24hrs

•      21% increase in newsletter (Lexus Monthly Briefing) engagement (YoY)