Drivers know – or at least learn the hard way – that cars require regular maintenance. Oil changes come three or four times per year, with brake, tire, and wiper services not far behind.

So when Meineke Car Care Centers discovered that more than two-thirds of its patrons visited just once per year, the company saw a lot of room for improvement. Executives realized that even a modest increase in repeat visits would have a significant impact on the bottom line. That's because repeat customers tended to have average order values 25 percent higher than one-off customers.

Meineke set out to learn all it could about behaviors, and motivated them to return. What it discovered fundamentally changed the way it communicated with customers and doubled its conversion rates.