Redline Specialist Cars is an independent prestige, performance and supercar dealer in Knaresborough, established 22 years ago. The 14th largest independent retailer in the UK (in 2020), Redline has witnessed significant growth in recent years.
The problem facing Redline during the UK’s coronavirus lockdown will be a familiar one for many franchised and independent dealers. With most of its team furloughed and the showroom closed during this period, Redline was still receiving the same high level of enquiry volumes as they were pre-lockdown – around 600 to 800 per month.
With prestige car buyers using the lockdown period to research their next vehicle, and Redline operating a skeleton sales team, the dealership didn’t have the manpower to capture and follow up on leads in the traditional manner. Nor was it able to maintain the kind of tailored, personalised response to customers and prospects that had long been core to the company’s highly professional sales philosophy.
Redline has worked with Marketing Delivery since the start of 2019, using the supplier’s ‘Sales CRM’ and ‘Car Alerts’ electronic customer relationship management (eCRM) software to drive engagement and lead conversion from phone, email and walk-in enquires.
The use of Marketing Delivery’s automated software meant Redline was quickly able to adapt its sales practices to ensure none of its considerable number of enquiries slipped through the net. Not only that, but they enabled the retailer to give waiting customers the best possible service in response to their enquiries, even when staff were furloughed.
Helping fill this void, Marketing Delivery’s Sales CRM system enables Redline’s sales department to implement email campaigns which, though fully automated, incorporate content tailored for each recipient, nurturing existing enquiries and increasing sales conversions.
As a result of its focus on eCRM and automated digital communications during the lockdown period, Redline put itself in prime position to bounce back when the doors to its showroom reopened after the lockdown. In fact, the retailer recorded its best-ever month for sales volumes in June, with more than 200 cars sold – a landmark figure for a dealer that, under normal conditions, sells around 150 cars a month.
What’s more, Redline made it through the lockdown period with its 4.9-star Google rating intact, thanks to placing automation at the heart of its sales processes to keep customers updated.