Valvoline Instant Oil Change

Summary

Valvoline Instant Oil Change (VIOC) has 800 U.S. locations, with over half owned by almost 100 franchisees and the rest owned by the corporate entity. Our objective is to help the stores grow their business.

Challenge

A wide range of initiatives were being implemented, but what was working? Corporate wanted to identify proven programs to grow their business and provide that as a value-add for their franchisees. VIOC asked Catalyst to develop a database-driven direct marketing approach that would fulfill both of these needs, increase the daily car count and the average ticket amount per vehicle.

Solution

Leverage database information used in communications to drive relevance and receptivity. Show customers that we know them and their vehicle and make recommendations accordingly. Test offers based on their last visit, vehicle and/or historical purchases. Structure each test to ensure statistical significance and evaluate ROI based on the incremental response rate lift and the incremental ticket amount.

Results

While the results are proprietary, VIOC has experienced an increase in their vehicle visits per day, which they attribute directly to the effectiveness of their mail program.