Three Steps to Boosting Sales
Endeavour Automotive, an established London-based dealer group, has been working with digital specialist Marketing Delivery on a new eCRM programme, including a major overhaul of its information capture protocols. Its multi-channel marketing activity has leveraged the vastly improved customer data to generate a boost in incremental sales.
Alasdair Jakes, Group Marketing and CRM Manager for Endeavour, explains: “Issues with our data quality were identified in the early trials with Marketing Delivery. We calculated that, out of a theoretical group of 100 customers who visited our showrooms, only a fraction of those people were subsequently seeing our marketing messages.
“Data capture errors, automatic email opt-outs, bounce-backs and irregular distribution were all contributing factors. Even where we had successfully secured email information for the customer, our communications were often failing to reach them.”
Leveraging data to boost traffic
Endeavour instigated significant improvements in its data capture process, ensuring that sales staff were retrained to record all the customer details required, and – crucially – that the correct permissions were in place for marketing activity.
“Marketing Delivery has made our sales teams a lot more aware of the importance of high quality data,” says Jakes. “Before the new system, we were capturing email data for approximately 70% of our customers – now it’s closer to 95%.”
Marketing Delivery’s emails, sent to customers following an initial enquiry or a purchase, are now driving significant volumes of traffic to targeted pages on Endeavour’s website, helping to develop a greater number of customer sales leads.
“Marketing Delivery is now regularly in the top five referring sources of traffic to our website,” adds Jakes. “Whenever an email goes out, we see a near-instant spike in follow-up visits to the site and then enquiries. The web traffic referred by these emails is also of a higher quality than from other sources, because the people are further down the purchase funnel.”
Winning back ‘lost’ leads
Enquiries are now followed up with automated reminder emails, and the time period from a customer’s first enquiry to being marked as ‘lost’ if no sale is made has been reduced on average to below two weeks. This minimises the chances of a prospect going elsewhere.
Jakes explains: “Typically, more than a third of our ‘lost’ leads are actually still in the market, but they just haven’t found the ‘right car’ yet, so it’s important that we keep them engaged with our dealership staff.”
The programme with Endeavour also includes ‘Car Alerts’ emails. After seven days, any used car sales enquiry still open is auto-enrolled to the system, which automatically updates customers with new additions or price reductions to Approved Used stock that meets their purchase criteria.
Measuring incremental sales
Endeavour has a clear method of attributing sales to Marketing Delivery, which is adding greatest value for those dormant leads that are recaptured as a result of follow-up emails.
“If a customer buys from us following the first reminder email sent within the first 24 hours, it’s difficult to attribute the sale to anything Marketing Delivery may have contributed. However, when customers who’ve not spoken to us for two weeks or more make an enquiry immediately following an eCRM email, it’s much easier for us to confidently record that as a success for the Marketing Delivery system.”
This attribution is helping Endeavour discern the financial value of its programme with Marketing Delivery, with a cost-per-sale figure that’s significantly lower than with other digital services.
“I have to make a case for my budget like anyone else. Marketing Delivery’s services are absolutely quantifiable and provide me with some of the best returns from any activity across all our communications platforms.”
– Alasdair Jakes, Group Marketing and CRM Manager