Mercedes-Benz Commercial Vehicles has announced the appointment of Palmer Hargreaves to redevelop TradePartner, its after sales trade loyalty programme.
Nikki Watts, managing director at Palmer Hargreaves, said: “We have worked with Mercedes-Benz for over 7 years, and are pleased to be working with them in this area. Automotive trade clubs are a specialism for us, and working on the TradePartner programme has allowed us to demonstrate our extensive experience in data marketing. We have developed a plan that will deliver relevant, timely communications to trade customers. The programme has been created with measurability and adaptability in mind, so we look forward to it delivering strong results.”
Palmer Hargreaves will restructure and rebrand the programme, with customers to receive regular communications containing rewards and targeted special offers.
Nick Williams, commercial vehicles customer services marketing manage, added: “Trade is an important area of focus for us and we have learnt a lot since the programme’s launch in 2004. The changes that we are implementing are the biggest the programme has seen and we are very excited about the impact that the re-structured programme and new proposition will bring about.”
The new programme will be launched in phases throughout 2013.