Project Description

Dennis Berchulc

Head of VINReal Product
FordDirect

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Personalization, a Smarter Way to Merchandise

As dealers and OEMs search for the best marketplace solutions to create value for their customers, they first need to lay a foundation for online retailing enabling them to improve the online customer experience.

FordDirect continues to support innovative marketplace solutions for their dealers and views digital retailing as the key to a great customer experience. However, off-line sales data and customer segmentation will continue to power how advertising is targeted and measured, so compelling personalized branded content is critical to continuously improving the online experience for customers.

Dennis along with Peter from eVN will explain how their new platform that provides the best inventory for customers leverages personalized, one to one messaging in order to dramatically improve the online customer experience. He’ll also cover how online CX is further improved by blending VIN specific imagery with dealer branding, creating relevance and context for customers getting them local fast and increasing conversion.

About Dennis Berchulc

Dennis Berchulc is the Product Manager for VINReal at FordDirect. In this role, Dennis is responsible for all business aspects of the solution.

Dennis has over 15 years of automotive marketing, brand development, and advertising experience. Prior to joining FordDirect in 2015, Dennis served as Brand Manager at The Richards Group, the agency of record for Ram and Ram Commercial. In his role at The Richards Group, Dennis led the launch and transformation of the Ram Commercial brand. Additionally, he has extensive automotive marketing and advertising experience at One10 Marketing (formerly AIMIA) and Campbell Ewald, having served in various roles on pre-launch marketing development and advertising campaign development teams for Chevrolet.

Dennis received his bachelor’s degree in communications from Oakland University. He was selected valedictorian for the 2018 class in FordDirect’s Accelerate leadership program.

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