Lexus: Inspiring Loyalty With A Data-Driven Approach

The Challenge

The Lexus brand promise is ‘Experience Amazing’ however customer communications were not living up to this. We needed to connect emotionally with drivers and through the showroom experience. As well as setting Lexus apart from its competitors, we wanted to maximise repurchase rates – particularly amongst first-time owners.

The Solution

Luxury car buyers are seduced by highly emotional, super-stylish films that make lofty claims about the experience of driving and owning a brand. But all too often the ownership experience doesn’t match up to this brand promise, offering instead dry, product-focused customer comms.

Inspired by Omotenashi – the Japanese ‘spirit of hospitality’ – we needed to demonstrate how Lexus anticipates customers needs with an intelligent, data-driven approach; and shows acute attention to detail in crafting thoughtful touches that make all the difference.

When designing a Lexus, their engineers ask one question – how does it feel? Imaginative technology and Japanese craft create a driving experience like no other that transports not just the person but their senses too. Our comms ensured owners ‘experienced amazing’ at key points in their ownership journey.

From offering a uniquely Lexus welcome and onboarding experience; to simple touches that elevated the service communications customers receive; to telling real, human stories from Lexus owners that brought Lexus brand values to life. Timely data-driven communications cleverly anticipate when a customer is looking to repurchase, providing them with the exact content they need.


Engagement rates were impressive (+37% increase vs benchmark for open rates, and +20% vs benchmark for clicks).

Recipients of targeted Repurchase emails are 3x more likely to purchase than customers not receiving the emails.

52% of repurchasers bought the model featured in the personalised emails.

Recipients of targeted direct mail are over 3 times more likely to buy than the control group.

The campaign achieved Silver in the Best Loyalty Programme at the DMA Awards 2021.





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