With increasing competition within the market, carsales needed a way to understand how, why and when its customers buy. New non-automotive market disruptors, like Amazon and Facebook, have shifted the market landscape by competing directly on customer experience and loyalty. In order to remain the number one classifieds site for buying and selling cars, carsales needed a way to deliver a best-in-class, competitive service by understanding the attitudes, emotions and intent of customers.
Partnering with Vision Critical, carsales launched an online community, The Loop, to enable a two-way, ongoing conversation with its customers. Using profile variables, carsales segmented their community by demographics, behaviour and purchase intent to ask the right questions to the right customers at the right time.
The Loop Community enabled carsales to target consumers that have been involved in the selling process to co-create an info pack that was better tailored to their needs at the right time within the customer’s journey. The result? Estimated reduction in distribution overheads by 25 percent and increased customer satisfaction, allowing carsales to compete with market demands of superior customer experiences.