Targeting Premium Customers With Group-Wide Digital Marketing
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.
Beginning with the group’s BMW and MINI sites, a new email broadcast platform will facilitate personalised communications and follow-up messages to sales prospects for new and used cars. This will be supplemented by Car Alerts, an email-based system which acts as a ‘silent salesperson’, helping reduce ‘lost’ sales by keeping customers up-to-date on approved-used vehicle availability. Car Alerts has a proven track record of pulling a significant proportion of ‘lost’ prospects back into the sales funnel.
The programme will also promote new stock to existing Dick Lovett prospects – allowing re-capture of leads that might otherwise have gone elsewhere. When an enquiry hasn’t progressed to a sale after seven days, customers can be auto-subscribed to updates on the latest stock that closely matches their initial enquiry.
In addition, an electronic aftersales retention programme will provide existing Dick Lovett customers with service, MOT and end of warranty reminders including BMW Teleservices as well as facilitate vehicle health check follow-up activity, through a combination of email and SMS messages.
Marketing Delivery’s systems are exchanging data with Dick Lovett’s existing DMS platforms and showroom management systems Drive, Rev 8 and enquiryMAX.
Following implementation of the full eCRM platform at Dick Lovett’s BMW and MINI showrooms, a combination of Marketing Delivery’s eCRM sales and aftersales systems will be rolled out to the group’s other franchises: BMW Motorrad, Jaguar, Land Rover, Aston Martin, Porsche and Ferrari.
“This group-wide CRM project will become a key part of our efforts to optimise sales and service lead generation, as well as achieve the highest standards of customer satisfaction,” comments Jonathan Robbins, Group CRM & Modern Retail Manager of Dick Lovett. “It will also enable our marketing to be more agile and productive – Marketing Delivery has tailored its data quality and campaign reports to ensure we can analyse and quickly drive improvements in our digital sales activity.”