Krungsri Auto, an automotive finance business under Bank of Ayudhya PCL, has accelerated its digital marketing strategies after new volume via online channels in 2017 reached Bt1,318 million, a 98 per cent year-on-year increase.
Krungsri Auto plans to introduce a variety of new products throughout this year to reinforce its leadership in digital marketing in automotive finance market.
Pornthep Tirasuntrakul, senior vice president, deputy head of Krungsri Auto Marketing Division, Bank of Ayudhya PCL, said: “As a market shaper and pioneer in automotive finance services on digital platforms since 2014, Krungsri Auto carried out more comprehensive digital marketing initiatives in 2017 through making its services more convenient and widely accessible as well as creating online campaigns to effectively reach target audiences. With this effort, Krungsri Auto’s new lending volume via online channels grew by 98 per cent from the previous year, with a total amount of Bt1.31 billion.”
The company said the main driving force behind the success can be attributed to a customized calculator for private car loan, an innovation that was developed based on insightful understanding of consumer behaviors. With its ability to calculate monthly installment with an interest rate specific to each car’s model in real time, the system facilitates customers in auto financial planning and enables them to apply for Krungsri Rod Baan loan instantly with just once click.
The tool has also been linked with the partner Kaidee’s RodKaidee platform through API technology. After launching the partnership in September last year, the calculator drove approximately 1,000 engagements per day.
“This results in over a 100 per cent increase of monthly average of completed online forms for Krungsri Rod Baan loan, compared to the previous months,” the company said.
“The achievement marks another milestone for business partnership within the auto finance market, which encompasses broader cooperation with brands from outside the industry, and for digital marketing innovation that truly answers customers’ digital lifestyle.”