Honda Personalizes Sites for Car Owners

Share this content:
American Honda Motor Co. Inc. has opened an online communication channel with its customers through Owner Link, a customer relationship management initiative that offers Honda and Acura car owners access to product information, recall details and service reminders.


"As customers build their Owner Link Web pages and tell us more about the preferences and communicate, we'll be able to market to them information in a very personalized manner," said Suzan Fairchild, senior project leader at American Honda, Torrance, CA.


To register, customers have to offer name, e-mail and mailing addresses, telephone number, a password and, if preferred, opt in for e-mail notifications from American Honda.


Users also offer details about their cars, including make, year, model, color and trim.


The initiative comes a year after smaller Japanese rival Subaru of America Inc. launched My.Subaru.com. This Subaru subsite stores information on the individual car, and conveys product and accessories offers from Subaru and its partners, and tracks maintenance, warranty and service work.


Subaru's online initiative is in line with other foreign brands' intention to use the Internet to converse directly with customers, learn more about them and then ultimately entice them to upgrade models. Other active online players are Land Rover, Nissan, BMW, Volkswagen, Toyota and Saab.


American Honda's Owner Link section on honda2001.com and acura.com has similar features as Subaru's. Also included are owner manuals, dealer locator and contact details, and "Kelley Blue Book" trade-in values.


"The risks of not being online for Honda or anybody that has a customer that wants to be online to manage relationships is that you now have expectations set by people like Subaru or others that are out there," said Walter Schild, CEO of Genex, the online consultancy that handles American Honda work.


Fairchild agreed.


"From our perspective," she said, "the risk would be not delivering on customers' expectations of service online that are relevant to their other experiences, not in the automotive industry, but personalization, one-on-one marketing experiences that they're getting outside of the automotive experience."


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above