TomTom.com Extends Customer Lifecycle

  • Engagement from 29% of their targeted segment
  • 6% conversion rate with revenue reaching several hundred thousand dollars

Challenge:

Upgrade Current TomTom Clients to Newer Product Models

TomTomThe TomTom E-commerce team was interested in testing a legacy product upgrade program that would encourage many of their existing customers to trade in their old GPS devices for newer models. TomTom faced a three-part challenge:

1. The upgrade communications would need to help the customer to determine which newer model was right for them.

2. It would need to effectively communicate the value of upgrading to a newer GPS device.

3. TomTom would need to offer enough incentive to get existing users to trade up without cutting into profit margins.

Need:

Targeted, Compelling Email Series

To drive upgrades, the TomTom E-commerce team needed to actively engage with a targeted group of their subscribers—many of whom had no engagement with TomTom since the purchase of their GPS device—and offer content that would prompt those subscribers to trade in their current GPS device for a newer model.

Solution:

Behavior-Triggered, Multi-Part Email Series

TomTom knew that it would take a unique and more complex campaign strategy to get people re-engaged with the brand, and ultimately upgrade to a newer product. They combined forces with Vertex’s Strategic and Creative Services teams to construct multiple streams of engaging emails that focused on “solution selling”—highlighting both the technology benefits of newer GPS devices and providing an offer-based incentive.

 

About TomTom.com

Founded in 1991, TomTom (AEX:TOM2) is the world’s leading supplier of location and navigation products and services focused on providing all drivers with the world’s best navigation experience. Headquartered in Amsterdam, TomTom has over 3,500 employees and sells its products in over 40 countries. TomTom products include portable navigation devices, in-dash infotainment systems, fleet management solutions, maps and real-time services, including the award winning TomTom HD Traffic.