HR Owen is implementing a new electronic customer relationship management (eCRM) and digital remarketing campaign to boost sales of new and used cars and to enhance retention of aftersales customers.
The dealer group is partnering with Marketing Delivery to roll-out a suite of new digital tools across 18 sales and aftersales locations.
Marketing Delivery’s Car Alerts system will integrate directly with HR Owen’s websites to optimise interaction with potential car buyers.
If a prospect can’t immediately find their ideal car online, Car Alerts will enable them to register for real-time updates to new vehicle stock that matches their initial enquiry, as well as alert them if the price of a car changes or when new images are added.
HR Owen is also increasing its use of social media to promote its vehicle stock.
Marketing Delivery’s SocialStock tool will enable each dealership to retarget website visitors with dynamic Facebook adverts, specific to each brand and showroom location.
By embracing digital tools, the dealer group is also seeking to enhance aftersales retention across its network.
Marketing Delivery’s Aftersales eCRM programme will enable each site to better engage with existing customers, delivering reminders by email and SMS to customers to notify them of upcoming servicing and maintenance.
Aftersales eCRM activity will integrate with Marketing Delivery’s BrainBox system, enabling HR Owen to monitor service retention and provide insight into customer data quality and service bookings.
Brett Ward, digital director for HR Owen, said: “For nearly 90 years, HR Owen has been a byword for unimpeachable customer service in all areas of luxury car sales.
“Our physical showrooms, including the iconic Jack Barclay Bentley site in Mayfair and the one-of-a-kind Ferrari Atelier, are among the best in the world, and now we're enhancing our digital operation to match them.
“With Marketing Delivery's tools at our disposal, the H.R. Owen seal of quality customer service will extend far beyond physical interactions, providing our customers with transparent, flexible and instant digital sales and aftersales communications like never before."
Jeremy Evans, managing director at Marketing Delivery, said: “Ongoing digital communication can help to maintain tailored and productive engagement with customers and prospects.
“In adopting new automated eCRM and social media tools, we believe HR Owen’s dealerships will be better placed to convert prospects into sales, and retain those customers over time with timely reminders about servicing and maintenance.”