Find out how Marketing Delivery helped Heritage Automotive:
✔️ Streamline their sales process with digital functionality
✔️ Automate key touchpoints during the customer journey
✔️ Preserve the link between customer and dealer through timely, transparent and personalised messaging
The Heritage Automotive Group has seen rapid growth over its 25 years and now represents eight volume car and van brands across the private and commercial, new and used sectors. Acquisition of Blade Motorcycles further boosted the portfolio, with the addition of nine motorcycle brands.
Throughout its quarter-century in the business, Heritage Automotive has always taken great care to nurture those personal relationships that convert to sales and repeat business. The new eCRM platform will integrate with its existing DMS and showroom management systems, streamlining the sales process with digital functionality that tailors customer communications to their specific requirements.
Heritage Automotive has refreshed its customer contact plan with the introduction of a specialist digital enquiry management system that enhances customers interactions at all stages of the sales pipeline.
Following a successful pilot at its Bristol site, Heritage Automotive is to implement the electronic customer relationship management (eCRM) platform at all of its 33 sites across the South West. The VoiceBox system, developed by us, will automate certain touchpoints during the customer journey in a more consistent, personalised and timely way.
VoiceBox will provide an automated ‘safety net’ of communications by email with prospective customers, allowing sales staff to concentrate on the ‘live’ enquiries nearer the point of order.
Zena Kite, Head of Marketing tells us…
An integral feature of the digital platform is Car Alerts, which automatically contacts a prospect via email when a vehicle matching their original search criteria comes into stock or prices change on existing stock.
The system helps preserve the link between customer and dealer through timely, transparent and personalised messaging. Furthermore, if the recipient clicks on the email alert, the system informs Heritage sales staff, who can then reach out to the customer and continue the dialogue in person.
Did You Know…
Recent research conducted by us found that 36% of ‘lost leads’ were still in the market for a vehicle and stock availability was the primary reason for not completing a purchase. The same survey revealed that had they been informed of stock changes, 57% of customers would re-engage with the dealer to continue their search for the right vehicle. These figures underline the importance of quality customer-dealer interaction.