Nationwide Autocare – Direct Mail with Localized AR Content
Nationwide Autocare is a national car service business with a large network of franchise service centers, and it faced a common but serious challenge: re-engaging a diverse customer base across many locations. In automotive services, keeping customers matters as much as winning new ones. To improve customer experiences, Nationwide Autocare ran a direct mail re-engagement program aimed at previous customers and potential leads, timed to coincide with the start of school holidays.
Opportunity
During the school holidays many families get their cars checked before they set off on road trips. That gave Nationwide Autocare a prime opportunity to win back its audience’s interest and offer extra value through a timely, relevant promotion.
Solution
Using Orpington Omni Media’s Interactive Print technology, Nationwide Autocare turned its direct mail campaign into a highly personalized, engaging experience. With augmented reality (AR) it re-engaged its customer base and also set a new standard for localized, personalized marketing.
At the core of Nationwide Autocare’s approach was using Orpington Omni Media’s capabilities to deliver content that was interactive and also deeply personal. The direct mail pieces triggered an AR experience tailored to each recipient when scanned with a smartphone. It included personalized greetings and offers, which created a direct connection between the brand and its customers straight away.
What set this campaign apart was its use of Orpington Omni Media’s proprietary Geospecific Content functionality within the AR experience. Customers didn’t just get personalized content. The AR also sent them to their nearest Nationwide Autocare service center, based on where they viewed the content from. That localized call to action streamlined the customer journey and made it easy to take up the Free Safety Check offer by booking at the closest location.
Results
The results showed how well the strategy worked. The personalized AR experience produced a 21% response rate and a 57% click-through rate, which shows what you can achieve by combining digital innovation with a traditional medium like direct mail.
Nationwide Autocare’s campaign is a pioneering example of how brands can use advanced technology like Orpington Omni Media’s Interactive Print to deliver content that’s engaging, highly personalized and localized. It improves the customer experience and sets a new benchmark for combining digital and print marketing strategies.
Conclusion
Nationwide Autocare’s mix of direct mail and interactive AR technology points to a future where traditional and digital marketing blend to create brand experiences we haven’t seen before. This case study shows the potential for innovation even in the most established marketing channels, and the part creativity, data and technology play in driving engagement and ROI. For modern marketers the lesson is clear: what’s possible with print and digital is limited only by our imagination and the technology we use.
About Orpington Omni Media:
Orpington Omni Media is a world-leading provider of Interactive Print and Augmented Reality (AR) solutions. Our technology changes how brands engage with their audience by joining the physical and digital worlds. With our Interactive Print and AR solutions, businesses can hold customers’ attention and deliver memorable experiences that go beyond traditional marketing. AR Prize Home Brochures made easy.
Our platform helps businesses stand out from the competition by offering Interactive Print and AR experiences. They engage customers and they also drive profit, so businesses can grow revenue and customer engagement. Whether you’re improving print materials or digital marketing campaigns, Orpington Omni Media gives printers the tools to create interactive journeys that hold attention and inspire.
We have offices in key business hubs across the United States and Australia. We can offer local support on an international scale. Businesses and developers are welcome to explore Augmented Reality (AR) with Orpington Omni Media. You can use our easy self-service platform or build our technology into your current applications, and either way our team is ready to help you find new opportunities and build real audience engagement. Come on this journey with us and see what AR technology can do for your brand presence and user experiences.