AutoNation: Driving customer loyalty in a fragmented industry

Vikash Singh and Sheena Banton

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 2, 162-168

Abstract: Most companies strive to improve their customer retention yet struggle with how to approach customers with relevant messages, products and offers to drive profit. The purpose of this case study is to illustrate how AutoNation (www.autonation.com) has leveraged analytics to drive its customer loyalty in a fragmented, automotive industry. Strategies such as RFM segmentation, propensity-based modelling and control group methodologies are used to define a dynamic customer journey, support marketing programming and deliver value.

Keywords: Customer Segmentation; AutoNation; Customer Loyalty; Automotive Customer; RFM segmentation; Propensity Based Segmentation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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