BMW Group customizes its DNA across local dealerships

Nation-wide e-mail marketing platform rolled out

While there is no such thing as genetically enhanced software, an Australian company has created a CRM solution with DNA.

The Dealer Networked Application (DNA), which is being used by the BMW Group Australia, is designed to centralise and simplify the management of e-mail for large corporations.

The company is also using it as an e-mail-marketing platform for BMW and Mini dealerships across Australia.

Currently being rolled out nationally, DNA is a 360-degree Electronic Direct Mail (EDM) solution created by returnity, the first Australian company to provide permission-based direct electronic marketing.

DNA provides campaign, data and HTML template management as well as tracking and reporting on campaign metrics. Unsubscribe and bounce management are also controlled automatically through the application.

BMW Group Australia manager of CRM programs, Monika Kociolek, said the new platform provides BMW and Mini dealers with access to a library of templates centered on many customer touch points during the pre sales, sales and after sales phases.

These templates are used to drive marketing and communications channels with all customers.

Kociolek said dealers can now conduct their own independent e-mail campaigns to their own databases.

She said BMW can also oversee all communication activity from a control centre interface, measure all activity across this networked platform, and gather valuable data to use as a learning tool for all future e-marketing activity

Innovative e-marketing approaches undertaken by BMW head office include data segmentation strategies to increase content relevance and contact with customers.

"DNA provides us with the ability to centralise the management of our electronic communication through an easy to use Web interface. It is an effective way to internally manage e-marketing campaigns both from an execution and measurement perspective," Kociolek said.

"It is currently being rolled out across our national dealer network; it will increase the ease, professionalism and speed with which we communicate the BMW brand values to our customers on a one-to-one basis."

Kociolek said one of the biggest requirements for BMW was to develop an e-marketing solution that allowed consistency of the brand as well as customization and usability across the network.

Returnity managing director, Paula O'Connell, said the customization of the DNA platform came about by scoping BMW's requirements, visiting dealerships and spending several weeks formalising a project document.

Services provided by the local digital marketing company are built on returnity's proprietary e-mail marketing engine.

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