Valassis Communications Inc., a specialty media program vendor, has signed a three-year agreement with General Motors Inc., Detroit, to provide customer relationship marketing services on behalf of GM's dealer network, the company announced yesterday.
Valassis, Livonia, MI, will help GM distribute targeted, individualized direct mail offerings to potential consumers near General Motors Service Centers to encourage them to use — and return to — GM dealers for their vehicles' general service needs.
The company said the mailers will contain easy-to-redeem offers featuring Aztec Smart Marketing technology and the Aztec Code, a unique two-dimensional barcode that will be used to build accurate databases on service center customers. The program will roll out to GM dealerships next month with the installation of specialized scanning hardware that will be able to read the Aztec Code.
Roscoe Herring, manager of marketing support services at GM, said the program will help the automaker promote loyalty and provide executable database marketing solutions.
“We want to improve the customer loyalty to our dealers and build their brand names within the communities they serve,” he said. “Valassis' proprietary system and technology allow us to accomplish this goal and personalize our communications to individual consumers, as well as track campaign performance in a closed loop system.”