D’Ieteren Dealership, Volkswagen and JCB Offset Revving-up Revenue with Relevance

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D'Ieteren Dealership, Volkswagen and JCB Offset. Revving-up Revenue with Relevance. Xerox 1:1 Lab. Case Study. D'Ieteren Volkswagen business increased ...

Client Profile

D’Ieteren is a publicly traded company based
in Belgium whose roots date back to 1805.
Today, D’Ieteren distributes Volkswagen, Audi,
SEAT, Škoda, Bentley, Lamborghini, Bugatti,
Porsche and Yamaha vehicles; is the majority
shareholder of Avis Europe; and is the world
leader in the repair and replacement of vehicle
glass through its Belron division.

Seeking a New Tradition

The Volkswagen Division of Belgian auto
distributor D’Ieteren offers 22 different
Volkswagen models and had been using a
traditional direct marketing approach to
market these vehicles throughout Belgium.
The company produced a high-quality catalog
that was distributed door to door to tempt
potential buyers to consider a Volkswagen as
their next vehicle acquisition. Two million of
these catalogs containing generic content and
features were printed and distributed each
year, supplemented by broadcast TV, radio,
print and Internet advertising. Best estimates
placed response rates for this difficult-to-
measure marketing process at about 1.5%.
With the financial crisis hitting hard and high
motivation to cut costs and improve ROI,
D’Ieteren was willing to think out of the box
to improve business results. The company
agreed to launch a pilot campaign to test the
effectiveness of personalized communications
compared to its traditional direct marketing
processes.

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