We are an innovative eCRM and Social Media agency operating exclusively in the automotive sector. We use existing DMS, Showroom and Aftersales system data to deliver mobile optimised and personalised customer communications to improve conversions, retention and reputation with measurable results.
Cotswold Motor Group, established in 1995, operates sales and service facilities – as well as an Approved Bodyshop and PDI Centre – for the BMW, MINI and BMW Motorrad brands in Gloucestershire and Herefordshire. In 2017 the group merged its Cheltenham and Gloucester dealerships, and opened a new flagship site in Cheltenham – notable for being one of the largest BMW and MINI dealerships in the UK.
After seeing a presentation by Marketing Delivery at a motor industry trade fair, the Cotswold Motor Group team commissioned the agency to deliver a bespoke, programmatic schedule of communications, initially targeted at boosting the number of sales leads and subsequent conversions.
“From the start, the Marketing Delivery programme has been entirely tailored to our business rather than applying a ‘one size fits all’ approach,” says Janine Liddle, Group Aftersales Retention Manager. For example, consistency of data has been ensured by a direct feed from Cotswold Motor Group’s dealer management system, CDK Autoline Drive, which means that contact details and customer profiles are always up to date.
A tailored programme of communications was put in place at Cotswold Motor Group’s flagship site, starting with a focus on new car sales. This meant implementing a carefully timed series of emails: an immediate follow-up within 24 hours, a ‘checking in’ message three days later to monitor the request, and further reminders at 10 days and 21 days.
When Cotswold Motor Group’s prospects are moved on to the ‘Car Alerts’ element of the programme, they get immediate notifications about incoming stock that precisely or closely fits their criteria.
“Our sales staff are great, but it would be impossible for them to stay on top of every new arrival and send out rapid, tailored stock updates to every open lead,” explains Liddle. “The Car Alerts system handles this so that they don’t have to. It’s like a ‘silent salesperson’ that keeps prospects as engaged as possible until the right car comes along.”
More recently, Cotswold Motor Group has worked with Marketing Delivery to develop a bespoke aftersales programme, with a series of email and SMS reminders to alert customers in advance of MOT due dates.
Marketing Delivery’s programmatic email campaigns re-engage with customers at optimal points in the sales cycle and help to elicit a more constructive response from apparent ‘Lost Sale’ customers that can be used to reignite interest.
“We found that the email approach was generating what we perceived to be a more honest response from prospects who had not purchased a car,” says Liddle. “Someone might not want to tell a salesperson on the telephone that they cannot afford a certain monthly payment – and might make up a different reason for a no-sale – but we found that they were more likely to give us the truthful feedback via email.
“This programme therefore helps to recapture leads, enabling us to revisit the finance to see how we can structure payments differently, or whether we can get them into a different model that is within their budget.”
From an aftersales point of view, a significant uplift in communication has also contributed to a boost in the group’s MOT bookings (up 9% year-on-year) and workshop utilisation rates.
“The timely email reminders have helped to generate consistently higher levels of inbound enquiries from customers, where previously we would have been making thousands of outbound calls that interrupt our customers’ busy working days.”
The success of Marketing Delivery’s programmatic communications mean that the initiatives have been rolled out beyond the first site in Cheltenham to every sales and service facility in the Cotswold Motor Group portfolio.
“We have built up a great relationship with Marketing Delivery and see a clear benefit from the partnership,” concludes Liddle. “It’s helped to make our dealerships more ‘user-friendly’ and perfectly complements everything else we are doing as a business.”
Dick Lovett, a leading prestige-car dealer group operating in South West England and Wales, has instigated a major overhaul of its electronic customer relationship management (eCRM) strategy and processes. Led by eCRM specialist Marketing Delivery, the phased implementation is intended to deliver a significant boost to lead conversion and aftersales retention, and will encompass all 18 Dick Lovett franchises and showrooms by mid-2018.
Since 2014, Cambria has worked with eCRM specialist agency Marketing Delivery to deploy a comprehensive Social Relationship Management (SRM) programme. As a result it has honed a successful strategy that is generating a tangible, sustained return on investment.
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.
Towards the end of 2014 we began working with the Sandown Group to introduce our sales and service CRM programmes in their 6 Mercedes-Benz locations in Southern England. Setting up data feeds initially with their DMS (ADP/CDK) for aftersales, and then later with their new showroom system Dealerweb, we began identifying key customer touch-points and sending messages accordingly.
We are pleased to provide an eCRM service to 31 Mercedes-Benz dealerships, and ‘Lost Sales’ forms an integral part of their new and used cars sales strategy.
“We have been delighted with the professionalism of both the service provided by Claire and her Team but equally important the product itself. We always believed we had a robust lead management and contact strategy plan until we started to see the real benefits of Marketing Delivery. The right communication at the right time! The additional benefit of the regular involving excellent management KPIs supports the programme too!”
“We’re delighted with the progress Marketing Delivery is enabling us to make to our customer journey mapping. Far more than just an email service, they have really helped identify weaknesses in our current journey so we can change, improve and create opportunities going forward. We look forward to the additional sales the process will invariably bring over time.”
“Baileys Nissan, Canterbury have used the services of Marketing Delivery since the company started. Jeremy and his team offer a complete service, covering all types of Marketing as well as amazing ways for us to stay in touch with our customers. I cannot recommend them highly enough.”
“It’s so refreshing to work with a company that actually listens to feedback both ways. We’ll have suggestions and ideas and go to the team and say ‘can we do this’ and they come back with a solution which is terrific for us. Everybody should be doing it now, it’s a no brainer really.”
Any marketers out there looking for a fantastic #eCRM supplier, look no further than @marketingdel #AutoMarketing
“We recognise that social media integration is a key element of our overall content marketing strategy, working with Marketing Delivery will provide specialist support in producing a cohesive plan that is supported by engaging social media that will foster online communities and see loyalty and retention develop even further.”
“It’s transformed and revolutionised our business because it’s allowed us to understand what our consumers want / what’s happening with our consumer and how we can improve that service. What is does give us is highly efficient targeted communication which is our lowest cost to market and provides our highest return on investment.”