Use of DMS now reflecting dealer High Street retail approach

Dealer management systems are increasingly being used in a way that reflects the highly segmented nature of the new and used car market.Dealer management systems specialist Pinewood says that dealer managers are increasingly using the CRM features found in the latest DMS systems to target customers much more precisely.Managing director Neville Briggs explained: "What we are really seeing here is occurring as a result of changes in DMS technology where systems have become as sophisticated when it comes to CRM as those seen in High Street retail.  This allows the dealer to use the information held on their DMS in a much more focussed way."This reflects the changes seen in the vehicle market which has become highly segmented, with cars being developed for a particular type of consumer and increasingly based on lifestyle trends."Modern DMS systems such as Pinnacle allow a dealer to review his vehicle stock and from the DMS send an email, text or letter to customers that fit that vehicle profile very closely - which is a much more successful approach than a blanket communication."Briggs said that the success of this approach was all about matching the customer to the vehicle or service available.He said: "The strength of the database, vehicle matching facility and ease of data reporting means that marketing from your own customer data can be an incredibly profitable way of driving a business forward. "An example of this is an SMS text campaign carried out by one of our Pinnacle customers - he sent out text messages to only 40 recipients and from this sold three cars.  Just a few years ago, dealers were much more likely to employ techniques that saw wasteful and inappropriate marketing but systems like Pinnacle have made this a thing of the past." 

No Comments Yet