How Lewisville Volkswagen Leveraged Fullpath’s Managed Services to  Move Their Surplus of Pre-Owned Inventory 

Fullpath’s enhanced Customer Data Platform (CDP) and AI-powered solutions are designed to help car dealers activate the entirety of their first-party data to create exceptional customer experiences. In addition to the Fullpath’s data-driven activations, dealers can leverage the Custom Campaigns feature to directly engage specific audiences with highly-targeted messaging that run alongside the AI engine. 

Dealers looking to get the most out of their custom campaigns can leverage Fullpath’s Managed Services, comprehensive support offered by Fullpath’s team that provides proactive campaign management and strategic guidance in creating custom email and digital advertising campaigns to achieve dealership business goals. Custom campaigns launched by Fullpath’s Managed Services typically see results exceeding Fullpath’s email benchmarks. On average, Custom Campaigns see a 6.16% Click Through Rate (CTR) as compared to the benchmark of 2.87% (a 114.49% difference), and a close rate of 10.86% as compared to the benchmark of 6.65% (a difference of 63.24%).

Solving for Surplus

Facing an inventory surplus of pre-owned Volkswagen Atlas SUVs, Lewisville Volkswagen from the Boardwalk Auto Group turned to Fullpath’s Managed Services to find a solution that could move these vehicles without draining their marketing budget. 

In December of 2024, the Fullpath Managed Services team crafted a custom email to help the dealership drive engagement to this specific segment of their inventory. The email highlighted the high-quality pre-owned Atlas SUVs, specifying that the vehicles had recently arrived on lot and could be driven home by their new owners that same day. The email also included the outstanding customer care, streamlined sales processes, and comprehensive after-sale support and care that makes Lewisville Volkswagen the best possible choice for potential buyers. 

Strategic Segmentation

To ensure the highest possible level of engagement with the custom email campaign, the Fullpath Managed Services leveraged the Fullpath CDP to create a highly-specific segment to use as the audience for Lewisville Volkswagen’s custom campaign. The audience included all shoppers who had not recently made a purchase, had not recently submitted a lead, had a high marketing engagement score, and had visited pre-owned SUV inventory on the dealership’s website in the last 60 days. This combination of filters revealed 875 shoppers who were likely to show interest in the dealership’s pre-owned Volkswagen Atlas SUV inventory.

Surefire Signs of Success

The combined power of Lewisville Volkswagen’s first-party and Fullpath’s Managed Services drove incredible results. The email achieved a 70% open rate and a 6,84% click-through-rate (CTR) with 687 clicks from opened emails, a testament to the power of hyper-targeted email campaigns.

The Custom Campaign generated by the Fullpath team successfully activated 373 of the 875 identified shoppers, driving them to the dealership’s website to view relevant VDPs. These shoppers brought in 77 attributed leads for the dealership that ultimately resulted in 11 pre-owned sales driven directly from leads brought in by the campaign.