Mazda has introduced a new weapon in its dealers’ armoury, which promises to see the brand working hand in hand with individual retailers, sometimes on a region-to-region basis, on maximising opportunities.
Vantage Point lets the 167-dealer network search customer information and then target promotions to the relevant people by text or email. Mazda takes customer data from a dealership management system (DMS) and then allows dealers to take its offers and incentives and send them direct to named customers.
The system was announced to the network in February, in a tie-up with a company called Vital Software Solutions, and went live in April. So far, 114 dealers have signed up and about 70 are using it. Currently aimed at increasing aftersales business, the next phase of integration – expected in time to exploit the September plate change – will see dealers using it to sell new and used cars, where a model such as the Mazda6 will be in focus for a sales push.
A Mazda spokesman said: “If a customer is coming to the end of their PCP contract, Vantage Point can be used to alert them to current offers ahead of the dealer calling to arrange an appointment to discuss their next car. One of our dealers may only contact 10 people a month with this; communication with our customers could reduce, but it will be much more relevant to individual customers.”