Birchwood steps up digital marketing to boost sales and retention
Published: July 2024
Sussex-based Birchwood Group is implementing a new digital marketing strategy across all 10 of its sites to boost brand awareness and increase retention for its vehicle sales and aftersales operations.
The Group is partnering with us to devise and activate the new strategy, which has seen the introduction of new data cleansing processes and a high degree of automation to facilitate timely, relevant and personalised customer communications across multiple channels.
Birchwood has 10 sites retailing both used and new Ford, Škoda and Kia brands who all adopted our marketing automation platform, VoiceBox, in March 2024 with its aftersales solution and social media advertising feature, SocialStock.
The Group will use SocialStock to target consumers’ Meta (Facebook and Instagram) feeds with up-to-date vehicle stock adverts based on recent searches. Subsequently, keeping prospects engaged and promoting their inventory across social media, increasing conversions and speed-to-sale.
VoiceBox integrates with their DMS, Pinewood, to deliver mobile-optimised communications throughout the ownership lifecycle. The system issues AI-powered alerts to aftersales customers regarding upcoming service and MOT dates, helping to maximise workshop bookings and also encourage recipients to consider a change of vehicle, where appropriate.
“Having implemented VoiceBox in a previous role, I saw first-hand the results that Marketing Delivery achieves. So, when I was appointed at Birchwood, I knew we had to sign them up. The automation is a real selling point; having a way to increase the impact of our messages and remind customers of their servicing and maintenance requirements without our teams having to continuously follow up has already saved us so much time; this alone makes the solution extremely beneficial.”
“Everyone at Marketing Delivery is from an automotive background, which means we have an embedded appreciation of what makes this industry tick. Working with Birchwood is a full-circle moment for me. As its former Group Marketing Manager, I know how it focuses on meeting the highest standards. The products we offer will only enhance the already excellent service the Group provides, and we’re already seeing strong results.”
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