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August 22, 2008

“The program is not about offering people incentives on vehicles or cash off — it's about targeting women in a psycho*graphic way with goods that fit into their lifestyles,” Thomson explained, adding that all three brands have had customer loyalty initiatives, and the new programs are ways to test that targeting.

For each program, Chrysler had Har*ris Marketing Group send direct mail offers to 2.4 million qualified women in six markets across the country, branded by program. The pieces invite women to join the program by purchasing a new vehicle. The program offers incentives for membership, including freebies and discounts from partners such as Sunglass Hut, Blackberry, Fitness magazine and Tar*get. Through Chrysler Financial, loan pre-approvals of at least $25,000 are offered on a retail purchase or lease of a new 2008 or 2009 Chrysler, Jeep or Dodge. Each of the three programs highlighted one vehicle — Jeep Cherokee, Dodge Journey and Chrysler 300 — but the offer applies to all vehicles in the brands.


Complete Article Link:
Chrysler drives at retention - DMNews
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