Ridgeway Group has been rolling out a data driven marketing programme designed to help it increase sales.

The top 20 AM100 dealer group has extended its partnership with Marketing Delivery, and is about to pilot a ‘car alerts’ process which will keep prospective used car customers on its database informed of stock and price changes.

This has followed other modules in customer satisfaction, sales conversion and aftersales.

Using data from Ridgeway's existing dealership systems and group website, digital agency Marketing Delivery is sending mobile responsive emails and SMS to follow up sales enquiries and manage on-going touchpoints during the relationship with the customer.

Ridgeway’s Group operations director Jon Head said: “The programme with Marketing Delivery has given us a “voice of the customer” insight from the many replies we receive. This enables us to catch sales which may otherwise have slipped through the net.”