Advertising and marketing Supply will take to the AM Dwell digital stage at 12:00 – 12:30 on November 9 to debate how digital communications can assist automotive retailers flourish within the face of two basic challenges – the proliferation of the company mannequin and the shift to electrification. 

Keith Jackman, head of selling & CRM at Sandown Mercedes-Benz, will be a part of Advertising and marketing Supply’s chief govt, Jeremy Evans, and business director, Charlotte Murray, to debate key digital advertising and marketing tendencies and share sensible ideas regarding gross sales, aftersales, information cleaning, social media, lead administration and buyer retention. 

One theme for his or her dialogue will probably be how retailers working below the company mannequin have seen a decline in new automobile gross sales volumes, and the way this has positioned renewed deal with the upselling of value-added merchandise. The trio will study how retailers can use data-driven communications, the place output is predicated on behaviours and preferences of particular person clients, to extend revenue per sale. 

They will even discover the concept that, whereas fewer new automobile gross sales could in the end influence aftersales income, retailers can utilise well timed digital communications to extend workshop utilisation in different methods, for instance by reminding clients about warranties, remembers, amber work follow-ups and seasonal well being checks. 

Evans stated: “It’s nice to be again at AM Dwell, sharing recent insights into the on a regular basis challenges that the motor commerce now faces. With the company mannequin, retailers can not differentiate themselves on worth and wish different USPs to drive conversions, loyalty and buyer satisfaction. 

“Making a blended bodily and digital buyer expertise is essential, and perception from companions corresponding to Keith will information others on the tangible outcomes that may be achieved with a holistic strategy to data-driven digital comms.”