LONG GROVE, Ill. — BMW of North America announced Dealer Product Services (DPS) has been selected as administrator for a branded MINI service retention and marketing initiative. Dealer Product Services will launch the new MINI Service Connection Program in October 2011.  The foundation to growing and maintaining customer loyalty and retention is a solid communication strategy that is targeted to each individual MINI owner’s needs and motoring habits.

The new MINI program offers multiple platforms and significant benefits.  More communication channels will be available such as: direct mail, email, telephony, and even mobile messaging/text/SMS.  Tim O’Neill, President/CEO of Dealer Product Services commented, “This is a great win for our company. We love the MINI brand and are excited to be a part of ensuring continued growth and success for MINI. In addition to the Service Connection Program, we are also building a web-based, digital media center that will allow MINI retailers to quickly access digital content for the purpose of building customized, rich html, email marketing campaigns and launching them on demand.  This solution allows the MINI dealers to target very specific consumers in a relevant and timely manner based on past purchasing habits and needs and deliver results overnight!”

ABOUT DEALER PRODUCT SERVICES: (DPS) and its customer LifeCycle Management™ marketing solutions represent a paradigm shift for franchised automotive retailers from traditional mass media conquest advertising practices, to a blend of integrated media using proven “one-to-one” marketing methodologies through the consumer’s preferred channel of communication. DPS marketing solutions and enable automotive retailers to harness the undiscovered sales and profit potential of their active, inactive, and prospective customer base, leading to improved owner loyalty, more intelligent marketing investments, and dramatic improvements in dealer profitability.