Published: May 2023

Find out how Marketing Delivery helped Caffyns:

✔️ Achieve 151 New Car Purchases

✔️ Implement a Centrally Accessible Resource for Sales and Aftersales Customers

✔️ Target Potential Customers via Social Media

The Business

Caffyns is a leading retailer of new and used cars with sites across the South East of England, including Sussex and Kent. The company operates new and used vehicle franchises for Volkswagen, Audi, SEAT, ŠKODA, Vauxhall, Volvo, MG, Lotus and LEVC.

The Challenge

As is the case for many sales executives, time is never on their side. Caffyns wanted to reliably automate various aspects of the key sales and marketing processes related to day-to-day customer outreach to alleviate pressure on its sales staff and allow them to focus on converting the hotter leads.

Tom Wickham, Group Marketing Manager, comments…

“We wanted a system that dealt with everything; from sending marketing campaigns to converting those marginal leads we’d already defined as lost. Before Marketing Delivery, we’d been using our DMS to keep in contact with our aftersales customers but the process was manual and very time consuming.”

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The Solution

Caffyns wanted a solution that minimised manual input, streamlined internal processes, kept data fresh and accurate, and automated the two-way flow of data between customers and the DMS. Crucial was the ability to have one centrally accessible resource for sales and aftersales customer data that could handle outbound and inbound communications.

Marketing Delivery’s VoiceBox system was able to meet all of these needs and, in November 2021, Caffyns rolled out our VoiceBox Sales platform across all 15 sales locations. 14 of those sites also offer aftersales facilities and, following the successful introduction of VoiceBox sales, launched the full-service reminder and follow-up process to the aftersales departments too.

Prospects that had visited one of the showrooms but had not yet bought a car were also registered for Marketing Delivery’s Stock Alerts messages. This meant the customer would be notified when a similar car to the one they first enquired about became available. This continued the dialogue with the customer, keeping them informed of new, or changing stock, while reducing the admin burden on busy showroom teams.

In addition, Caffyns enlisted the help of Marketing Delivery’s SocialStock Adverts to target potential customers researching their next car via social media.

The Outcome

Caffyns data from Q3 2022 across the 15 sales sites shows an impressive conversion rate that resulted in 151 new car purchases following the customers receiving a Car Alerts message.

Wickham adds: We’re very happy with the work that Marketing Delivery has done for our sales conversions, so much so that we are looking at other aspects of our business where Marketing Delivery can help us become more efficient.

“We’re now able to report on and understand our own customer data more holistically and keep on top of the customer journey, from the moment they step into the showroom, through to the purchase and into aftersales.”

Contact us to find out how Marketing Delivery can help you improve efficiency and drive results!

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