GM Taps Reynolds as Preferred Vendor

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General Motors Corp. has named Reynolds and Reynolds Co. as one of its preferred services marketing vendors.


Reynolds, Dayton, OH, provides data-driven marketing services and program analysis to GM. The vendor aims to help GM dealers retain their car buying and service customers through marketing and dealer-support services.


GM dealers working with the Detroit automaker will be eligible for a total reimbursement and electronic invoicing of costs they incur for Reynolds' services from their GM Parts co-op fund.


As part of its brief, Reynolds provides reactivation services to GM. This is intended to help dealers attract customers who have not returned to a dealership in six months.


Dealers prefer these data-driven services "because they represent a way for them to bring back the 80 percent of their service customers who would otherwise do business with aftermarket providers," Kelly Kavanaugh, vice president of Reynolds Campaign Management Services, said in a statement.


In a related effort, Reynolds also is working with GM to support the automaker's "On a Roll" tire sales program. This program zooms in on consumers at a critical decision time in the vehicle ownership cycle.


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