In the quick-lube industry, the ability to increase oil changes per day translates into substantial revenue growth. In order to develop the relationships Valvoline Instant Oil Change had with their customers as well as make a substantive, measurable and profitable impact on number of oil changes per day, Catalyst created a logistic regression model ("Reactivation Model") to predict the likelihood of a lapsed customer returning to VIOC for service.
Our ability to organize and compile customer data, then leverage and refine it in order to drive the message and the timing of direct mail proved effective. With the ability to target those customers who are more likely to respond, we had better control over driving incremental oil changes.
About Catalyst
Catalyst (www.catalystinc.com) is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. The agency takes the guesswork out of marketing decisions by combining intellectual curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset. We call it Science + Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, First Niagara Financial Group, GE Capital Retail Bank, Heraeus Kulzer, Neff Motivation Inc., Oreck, and Valvoline, among others.
