Case Study: Midwestern BMW dealer sells 85% of excess tire inventory and becomes #1 tire seller with Affinitiv

BMW - Customer Case Study

A midwestern BMW dealer faced an excess inventory of 2,400 tires and needed an effective way to sell them and drive additional traffic to the store. The dealer partnered with Affinitiv and deployed an omni-channel holiday mail campaign combining a direct mail piece with targeted email, behavior-based Facebook ads and geo-fencing display ads.

Affinitiv created a branded direct mailer with three strategic offers (BMW Approved Tires at $5 over dealer cost; $50 off BMW oil service; $25 off original BMW accessories), targeted more than 7,000 active and inactive customers, and supported the mailer with digital ads — total campaign cost $9,300 before BMW co-op. The result: inventory fell from 2,400 to 360, the dealer began buying 100–150 tires monthly to meet demand and became the #1 tire seller in the market; the campaign generated $718,725 in customer-pay revenue, $316,853 in warranty revenue, 1,466 repair orders, 245 Facebook clicks to the scheduling page and a 22.4% increase in service appointments.

BMW