Perhaps it was because of the edgy marketing campaign, or perhaps it was the method of delivery (online). Regardless, Walkaway Canada’s protection for vehicle financing campaign, featuring Presto, the Walkaway Fairy has proved a big success.
The campaign has proved highly successful in attracting younger buyers (27-33) than is typically the norm in dealerships (according to a study by Maritz last year the average age of a car buyer in Canada is 50 years old).
For auto retailers, this represents a major boon, since the 27-33 demographic is highly coveted and represents a cadre of buyers with the potential for significant customer retention longevity.
Furthermore, of these younger buyers that are looking to purchase cars; many are also buying Walkaway policies, proving that they are both cash conscious and financially savvy (many are choosing to finance just as much of a vehicle as their older 45-55 counterparts).
Nathan Carr, marketing manager for Walkaway sees the company’s policies as an integral part of building long-term customer retention for dealers among these younger buyers.
“It’s apparent there’s an appeal for dealerships offering consumer protection products like Walkaway among the younger demographics. Retention is king and if Walkaway can help capture and retain customers for our dealers, we call that success at the end of the day.”
