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.
Vines Group has been a BMW Group franchised business since 1980 and today operates six sites for the manufacturer, with three BMW and three MINI sales and service centres across Surrey and West Sussex.
The business delivers thousands of new and used cars to customers every year across the South East, and also represents BMW Motorrad.
Following a UK-wide drop in new car sales in 2017, Vines Group proactively sought new ways to promote its wide selection of approved used BMW and MINI vehicles. The business approached Marketing Delivery in the first quarter of 2018 to discuss how its Car Alerts electronic customer relationship management (eCRM) system could help generate more used car sales.
“Across the group, we were marking many potential leads as ‘lost’, though we suspected some were still in the market for a car,” says Monique Limerick, Group Marketing Manager from Vines Group. “Marketing Delivery worked with us to identify how we could convert more of these apparently lost leads into sales, and the Car Alerts system provided us with the ideal solution.”
In the second quarter of 2018, Vines implemented Marketing Delivery’s Car Alerts eCRM system, designed to help dealers maintain engagement with used car prospects.
Car Alerts sends automated email notifications to potential customers when new stock arrives which matches their initial enquiry. It also generates alerts for prospective customers when the price changes on a car matching their criteria, or the dealer uploads new images of a relevant vehicle.
“Marketing Delivery created a tailored system for us, integrating directly with our group-wide DMS [dealer management system], CDK Drive. Car Alerts taps into our live sales enquiry data and daily stock feed updates, and uses this to generate automated emails for live prospects,” says Monique Limerick.
In addition to Car Alerts, Vines also introduced Marketing Delivery’s SocialStock system across its network, posting carefully-targeted updates of newly acquired stock to Facebook users.
The automated Car Alerts emails quickly started generating clicks to the Vines website. By August, the group was recording nearly 500 vehicle-specific clicks each month to its BMW and MINI websites.
Limerick comments, “The important thing about these clicks is that they come from customers we have already seen and qualified. They are hot leads who are still looking for their ideal car – they simply haven’t yet found the right one, at the right price.
“By keeping them engaged using Car Alerts emails we are ensuring they stay up-to-date with our stock. It’s like having an extra team of sales executives constantly checking and matching cars to the right customers.”
Between July to October 2018, Vines Group attributed 145 additional sales to the Car Alerts system. Following the success of the email programme, Vines has also since turned to its attention to social media to attract prospective customers to its website.
In Q3 2018, Vines rolled out Marketing Delivery’s SocialStock system, enabling dealers to post details of new stock to potential customers on Facebook. The automated process enables sales teams to identify Facebook users within specified geographical territories around each dealership, and proactively target them with relevant adverts for new stock.
“Through SocialStock, we have seen an incredible clickthrough rate over the past six months,” explains Limerick. “Facebook users spend up to 52 seconds viewing our ads within the social network – more time than people spend viewing other content online. Users engaging with our content are, on average, clicking through to our website twice, and remain highly engaged over time thanks to our ever-changing stock.
“The team at Marketing Delivery put a great deal of effort into tailoring their systems to our needs, and the result is a demonstrable uplift in used car sales,” says Limerick.
“The eCRM and social tools that Marketing Delivery has put at our disposal have delivered a very strong return on investment and have proven instrumental in helping us achieving our business aims.”
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.
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.”