In recent years, women, millennials and multicultural segments have increased their purchasing power and disposable income. Car manufacturers and their dealers were underprepared for this new customer; they didn’t know how to treat them, or what they responded to positively or negatively.
Our work began with an in-depth study of the psychology of women buyers and their expectations for the car purchase and service experience. Extending our expertise globally, Fraser conducted a research study for Lexus to assess the highest level of guest experiences across 25 countries and six continents.
We created The Lexus Difference: A training and educating initiative for the US and GLOBAL dealer network. The campaigns for Lexus include a multi-faceted program with local collateral, videos, social media calendar and posts; a digital resource library with ad templates; a photo library; insight documents, as well as sales and customer service tips to enhance the experiences of Lexus guests.
As part of the program Fraser developed partnerships for Lexus to strengthen the brand image and relevance by connecting the brand to influencers like Rachel Zoe, the Women Presidents Organization and other luxury brands.
The results have been striking. Over 70% of the dealerships have participated; social media engagement is up by 100%, and we are tracking ahead of the previous year in car sales and JD Power customer satisfaction measures have improved among women.