REDWOOD CITY, Calif. and SOUTHFIELD, Mich. -- Polk and Luma Technologies, a global provider of an on-demand marketing platform for field and channel sales, have announced a strategic partnership whereby Polk will offer its global customers the ability to use the Luma platform to improve marketing and sales programs at local dealerships.

The joint Polk-Luma offering enables customers to leverage Polk's data and Luma's personalization capabilities to create or improve loyality and post-sales programs such as new owner programs.

Luma's end-to-end SaaS marketing platform enables medium- and large-sized companies and their field staff and partners, such as automotive dealerships, to create personalized marketing materials on-demand, which improves customer engagement and drives sales, according to the company.

Polk's collaboration with Luma allows dealers to more effectively cultivate customer loyalty on a personal level, as well as showcase the dealerships' aftersales services.

Recent Polk analysis shows consumers are holding onto their vehicles longer than in the past, which Polk notes can present opportunities for dealership service and repair business. For example, U.S. consumer trends as of the third quarter 2010 showed that, on average, owners are holding onto newly purchased cars and light trucks for 65.3 months, up 4.7 months from the same time the prior year. Post-sales events and other personalized relationship-building programs, will increase incremental revenue and keep customers engaged in between their new car purchases, Polk says.