• Marketing Week, Wednesday, January 22, 2014 9:41 AM

Kia is increasing its focus on retention as it looks to build relationships with its customers and boost engagement and loyalty, according to UK marketing director Mark Hopkins. He said the car maker has previously focused its marketing on customer acquisition. That is still a priority, but it now sees new opportunities. Hopkins said he is hoping to establish a “longer term engagement plan” that will turn its website into more of a loyalty platform and help to boost sales not just of new cars, but also its after care and service plans. 

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