Chorley Group has partnered with Marketing Delivery to deploy its marketing automation software VoiceBox across the Group’s 22 site network. The strategy aims to boost new and used car sales with a focus on personalisation.
VoiceBox will allow Chorley to introduce bespoke communications for motability, fleet and EV customers by segmenting their data by enquiry type or powertrain. EV-specific communications are important as Chorley represents brands such as GWM and MG.
Harry Prestidge, head of marketing at Chorley Group, said: “We’ve been looking for a way to increase the impact of our customer communications without losing the ‘human’ touch you get from interacting with our sales teams.
“We wanted a partner that matched our values and has the technical ability to manage, cleanse and segment data to deliver highly relevant customer communications, using technology to drive efficiency without compromising the customer experience.
“We’ve seen great promise since introducing Marketing Delivery software, and how we’re able to align our messaging to enhance our brand values, adding another layer of personalisation by segmenting data by ICE and EV, as well as Motability and Fleet, which also drives efficiency in our sales process.”
The Group’s main management system is Dealerweb and VoiceBox will use its data to automatically send personalised email and SMS communications. This begins from the customers’ initial enquiry to post-delivery surveys, and renewal reminders.
Chorley has also adopted Marketing Delivery’s Stock Alerts solution which re-engages unconverted prospects by sending real-time alerts when a vehicle matching their requirements comes into stock.
Charlotte Murray, MD at Marketing Delivery, said: “VoiceBox’s flexibility and design will allow Chorley Group to stay front of mind with a higher number of potential customers.
“We help create a streamlined customer communication process for sales teams to easily track responses at all stages of the customer journey and produce detailed reports on response and conversion rates.”