Autoglass® believed that their key to longer-term business growth was to
reduce reliance on insurance partners and have a direct conversation with
customers to help deliver 'sales overnight and brand over time'. From their Motorist Panel research, Autoglass® identified that ignorance and
apathy were the key barriers to growth - 16.2% of motorists have windscreen
damage at any one time but the majority do nothing about it until its too late.
Safety was identified as the core emotional motivator - therefore education was the driver behind all communications.
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