Polk Rolls Out Auto-Buyer Loyalty Portal

In the US, automotive research specialist Polk has launched a web-based Loyalty Analytics Tool giving clients access to its suite of US automotive loyalty information through a secure online portal.

The new online Loyalty Analytics Tool gives subscribers rapid access to Polk's comprehensive loyalty database containing all light vehicle transactions for all US households, beginning no longer than 60 days ago and going back ten years. This includes loyalty, 'conquest' and defection stats.

Polk says the solution includes information on vehicle manufacturer, make, model and segment; buyers' demographic information; standard and OEM custom geography; household and disposal data; and time period research down to the level of months. Clients can get immediate answers to questions about loyalty and improve customer retention, and can quickly generate detailed transaction-based reports.

Brad Smith, Director of the firm's Loyalty Management practice, says the solution is a response to customer requests for current and easily accessible automotive loyalty data, and combines 'a robust level of access' to loyalty information with the creation of flexible and detailed analysis.

A privately held global firm, Polk is based in Southfield, Michigan with operations also in Australia, Canada, China, France, Germany, Japan, South Korea, Spain and the UK. Web site: www.polk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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