Nissan are a powerful presence worldwide, with strategically important operations in key regions such as the Middle East.
Renowned for its innovation, Nissan’s meticulous design, sleek interiors, and cutting-edge technology, including its growing range of electric vehicles, has put them ahead of the game for decades. When Nissan ME (Middle East) and Nissan KSA (Kingdom of Saudi Arabia) approached Flourish, they were looking to inject some innovation into their marketing, to really drive sales.
The challenge
Our two immediate goals working with Nissan: fine-tune their automated CRM programmes and launch the Nissan X-TRAIL.
Our initial support focussed on enhancing Nissan CRM capabilities through the elevation of technology infrastructure, data management, and automated communications. Despite having a CRM platform in place, Nissan recognised the need for an audit of existing setup and journeys to align with their business objective of driving more sales through digital platforms.
Meanwhile, the X-TRAIL awaited its grand debut, demanding attention, and strategic planning. Our emphasis here was to ensure our CRM enhancements complemented the X-TRAIL launch and delivered on Nissan’s key objectives in the Middle East. Similarly, our X-TRAIL launch campaign also need to be optimised to capture long-term prospects for management throughout enhanced CRM programmes.
The solution
We delved into the data, crafting tailored recommendations, focussing on mapping out customer journeys, refining communication strategies, and exercising our creativity in everything we produced.
Our guidance to achieve a single customer view laid the foundation for effective CRM operations. We created a CRM roadmap guiding different journeys and programmes aligning with business objectives. We tailored strategies for nameplate launches, customer journeys, and programmes, incorporating segmentation and creative communication approaches. And we used foundational journeys such as Lost Lead, Lead Nurture, and Onboarding to enhance customer engagement and retention.
For the Nissan X-TRAIL launch, we crafted a detailed phase approach strategy, encompassing segmentation, communication creatives, and HTML development. We wanted to set a benchmark for future channel performance.
The results
Our CRM optimisation and creative strategies for Nissan were… a complete success!
Nissan witnessed an impressive increase in engagement of +36% across automated programmes, welcoming thousands new leads and over $3million in attributable sales. The X-TRAIL launch was also a hit, with over 30% audience engagement, an enhanced lead generation approach that captured an average of 20 data points per contact, and influencing over $1million in sales.
The CRM Manager at Nissan ME, Nadiah Pachmann, couldn’t have been happier with us. She said:
“Flourish has added immediate value to the organisation within their first 90-day plan. They focus on delivering great work and provide constant support, taking a positive and proactive approach when handling tasks. Our CRM campaign creatives across nameplates have been highly creative and very well received across the business.”
These results not only demonstrate how much of an impact our tailored approaches can have in a relatively short time, but also underscore our commitment to delivering tangible results for our clients.
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