Following an inaugural pilot in September, General Motors Financial Co. will launch a second pilot for its direct mail dealer program in January, Will Stacy, senior vice president, digital and technology services, told Auto Finance News.
Through the program, GMF prepares and sends out direct mail campaigns to existing and prospective customers on behalf of the dealerships.
“It’s a way to drive incremental traffic into the dealerships,” Stacy said. More than 60 dealers signed up for a September pilot, Stacy said, and the captive expects about 100 to sign up for the new one in January. “The overall feedback was phenomenal from the dealers, and we are still piloting the tech and algorithms around response and target customers.”
The goal is to run the program monthly, increasing the number of dealers that sign up, Stacy said. “The relationship we have with our dealers is unique; it’s not transactional, because what benefits the GM dealer, benefits GM, and, I hope, benefits GM Financial.”
This story originally appeared in Auto Finance News Update. Subscribe to receive more exclusive stories in your inbox.
