A
CLEAR
VIEW
The average consumer doesn’t think about us until they have damage,” says Renee Cacchillo, senior vice president of cus- tomer, brand, and technology for the
Safelite Group, a multifaceted auto glass and claims
management service organization based in Columbus,
Ohio. “But if we can connect with them in some way
— when there’s no issue — we can still build brand
preference. When they need you, they remember you.”
BY THOMAS HAIRE
“Do they ever. Honestly, if you’ve lis- tened to the radio or watched TV during the past decade, the company’s two-line jingle — “Safelite repair, Safelite replace.” — is likely wedged somewhere deep in
your brain. But the company — a subsidiary of global vehicle glass repair and
replacement giant Belron — is much more
than just that catchy little tune.
Safelite is a marketing machine that
Cacchillo calls, “Nationally powered, locally driven.” But it’s also a marketing ma-
