Companies often put too much emphasis on the first-stage purchasing experience, rather than considering the entire customer journey. A calculated post-purchase marketing strategy also includes onboarding, service, upgrade and cross-sell opportunities, all of which drive customer retention, new sales and improved brand reputation.
Gelia has greatly improved the post-purchase experience for Caterpillar and its retail customers, by developing a robust email marketing program that delivers relevant content directly to the customer.
These emails not only receive customer engagement, but have been directly attributed to post-sale revenue in additional machines, parts and service sales via leads that are generated by the program and routed to participating Cat® dealers.