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Case Study

Car Care Plan

Driving a 10% uplift in retention

Our Client

Car Care Plan

What We Did

Direct Mail

Release Date

March 2020

Authors

Michael Rowell




Established in 1976, Car Care Plan is a world leader in the provision of vehicle warranty, asset protection and after sales motoring programmes. The company provides over one million award winning warranty and protection products every year to manufacturers, dealers and affinity partners.

Car Care Plan turned to Precision Proco to help them achieve higher levels of acquisition and retention within their extended warranty program. Key to their communication strategy was to strike an emotive chord with the vehicle owners through more personalised and relevant communications. 

  • “Delivering a truly personalised experience for your customers might seem like a logistical, data management and delivery nightmare. But not when you’ve got Precision Proco on your side.”
    Andrew Jackson
    Head of Marketing
  • “In two months, we’ve seen retention increase from around 15% to over 25% and, given that there were no other changes to the programme in that time, it’s safe to say that the cause is pretty clear. Moreover, we’re able to draw on the product affinity much more strongly than we were able to previously.”
    Andrew Jackson
    Head of Marketing

Precision Proco recieved specific customer data, which was then segmented and used to create a highly bespoke, fully personalised direct marketing campign for the customer using imagery of thier specific vehicle make and model. 

One month prior to renewal, a direct mail piece is sent to the vehicle owner, with a follow-up email deployed at two week intervals afterwards. Response mechanisms with the collateral are pre-populated with the customers data, including the correct pricing for each of the policies available to them and their vehicle. A unique code is also provided within the material enabling the customer to purchase or renew their policy via a personalised online web experience. 

Car Care Plan reported:

  • Increased levels of customer engagement

  • Strengthening brand affinity

  • Retention increase form 15%- over 25%

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