Boosting MOT numbers by 17% for a leading autocentre group

In order to maximise the return of their direct marketing activity, our client needed to gain a deeper understanding of their customer base and how it could be segmented.

Through data mining, we re-segmented their entire database of over 10m customer, vehicle and job records, proving that customer clusters could be defined by a recency, frequency and monetary value model. Our retention mailer helped the client to keep more customers with an industry-leading 7% response rate. We also helped to bring more customers back with a lapsed mailer response rate of 5%. Year on year, this led to a rise in MOT mailer responses and a 17% growth in MOT numbers.