Ryland Automotive

Published: March 2025

Find out how Marketing Delivery helped Ryland Automotive:

✔️ Uphold Their Commitment to Customer Excellence

✔️ Leverage Qualitative Data Insights from Customer Responses

✔️ Increase Service and MOT Bookings by 182%

The Business

Ryland Automotive is a privately owned ultra-premium brand car retailer Group representing luxury franchises Bentley, Lamborghini, Land Rover, Lotus, Maserati, McLaren, Pininfarina, Porsche and Rolls-Royce, in addition to a wide selection of premium marques through Ryland Specialist Cars. Founded in 1937, Ryland has over 80 years of expertise in the automotive industry and is committed to excellence.

Ryland has partnered with Marketing Delivery for the past four years, leveraging their VoiceBox Sales, Aftersales, and Social Media solutions to uphold their commitment to customer excellence. From the initial pilot phase to their recent restructure, Marketing Delivery has played a key role in supporting the Group in achieving its objectives.

The Challenge

Ensuring data accuracy can be a demanding, time-consuming task. However, it’s a crucial element of Ryland’s customer-centric approach. The Group must deliver relevant, personalised emails and SMS to enhance customer engagement and satisfaction, an objective only achieved through maintaining high-quality data. Ryland also faced the additional challenge of multiple data sources across departments, requiring sophisticated integration to ensure customers stayed informed at the right stage of their journey with the right information.

The Solution

Marketing Delivery’s automation platform, VoiceBox, ingests data from Ryland’s DMS, Keyloop, and LMS, EnquiryMax, allowing them to connect with the right customers at the right time. VoiceBox Sales keeps prospects engaged through enquiry follow-ups, Stock Alerts, and Lost Sale messages, whilst VoiceBox Aftersales nurtures existing customers and strengthens retention. Crucially, the Group’s Service and MOT appointment reminders include prompts for customers to update their ownership status, ensuring accurate data and continued engagement.

The Outcome

By leveraging qualitative data insights from customer responses, such as ‘Serviced Elsewhere’ and ‘No Longer Own,’ Ryland can maintain accurate and up-to-date records. With our API integration and approved partner status with Keyloop, VoiceBox automatically detaches the customer from the vehicle in the DMS when they indicate ‘No Longer Own.’ This automation saves aftersales teams valuable time while ensuring data accuracy and efficiency.

Our comprehensive reporting insights also enable us to track precisely how our software benefits clients, monitoring conversions, retention and ROI. With the support of VoiceBox Aftersales, Ryland has experienced a remarkable 182% increase in service and MOT bookings over the past two years. Their top-performing dealership stands out with an impressive retention rate of 56%.

Lisa Perkins, Group CRM Manager, told us…

“The quality of support from the Marketing Delivery team has been first-rate, and we are thrilled to have a partner with the technology and expertise to support us in our dedication to customer excellence. They listen and advise, and together, we continuously work on improving the productivity of our digital marketing processes.

Crucially, the high level of automation means communications are personalised – in keeping with our customer-centric approach – but without increasing the burden on our own departments.”