An Exercise in Building Loyalty
In 1994, SDI developed and managed a direct marketing campaign to promote BMW Lifestyle (brand affinity) items via direct mail with 800# order processing and fulfillment. Among our recommendations for development of the program was to explore the new "internet" medium. It had all the earmarks of a fad at that point but we both thought it was worth a try.
In the ensuing 16 years, BMW increased sales of it's Lifestyle line substantially, enhancing customer identification with the brand and reinforcing an already strong brand loyalty. The line was expanded, upgraded and promoted extensively. SDI was there all along the way, providing the full range of online and call center services and developing a world-class web catalog with extensive cross- and up-sell capabilities, gifting options, promotional incentives, fulfillment tracking and a great back end.