Chorley Group introduces EV-specific marketing to drive leads

Chorley Group has introduced a new digital marketing strategy across its entire 22-site network to boost new and used car sales, with a specific focus on personalisation and boosting electric vehicle sales conversions.

Chorley is now triggering targeted marketing communications for Motability, fleet and EV customers by segmenting their data by enquiry type or powertrain.

The business is working with Marketing Delivery and its VoiceBox platform to help boost its EV sales leads and conversions.

Chorley Group operates 22 sites across the North West and represents multiple volume brands that have expanding EV ranges, including Nissan, Hyundai, Kia, Citroen, Vauxhall, Isuzu, GWM, Peugeot and MG.

By ingesting data from the retailer’s lead management system, Dealerweb, VoiceBox automatically sends personalised email and SMS communications throughout the customer lifecycle, from the initial enquiry to post-delivery surveys and, ultimately, renewal reminders.

By segmenting the vehicles of interest data by powertrain, these messages can include suitable and relevant EV-specific imagery, terminology, and information where relevant to help build consumer confidence and understanding of EV ownership vs traditional ICE vehicles.

Harry Prestidge, head of marketing at Chorley Group, explained: “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.”

Prestidge said adding another layer of personalisation by segmenting data by drivetrain type, as well as customer type is helping to further drive efficiency in the group’s sales process.

Chorley has also adopted Marketing Delivery’s Stock Alerts solution as part of its new strategy.

By segmenting both the enquiry data and the available stock feed by powertrain, Chorley is able to contact those specifically interested in EVs, ensuring the customer only receives vehicle updates that are relevant to them.