Rybrook improves conversions by 3.6% by targeting ‘lost’ leads

The Rybrook Group has increased its sales conversions by adopting a suite of digital marketing tools from Marketing Delivery.

The project included a strategy to retain customer prospects logged by dealership staff as ‘lost’; typically when an enquiry could not be converted to a sale because of failure to agree on the cost to change, or a shortage of suitable stock.

Marketing Delivery’s in-house analysis across its full dealer customer base revealed that 46% of ‘lost’ enquirers are still in the market for a car.

With the use of hyper-targeted email communications, via the Marketing Delivery Lost Sales tool, one of Rybrook’s franchises in the pilot project achieved 57 status conversions, of which 22 converted to a sale equating to 3.6% of the total contacted.

Rybrook’s other franchised sites also saw a significant uplift in sales conversions as a result of the lost lead communications.

Marketing Delivery’s targeted emails have had an average 68% open rate, 17% click-through rate, and only 2% bounce-backs.

Sophie Heptonstall, group marketing manager at Rybrook Group, said, “The results from the pilot project really speak for themselves, and the quality of support from the Marketing Delivery team has been first-rate. They listen and advise, and together we have quickly realised a marked improvement in the productivity of our digital marketing processes. Crucially, the high level of automation means communications are personalised – in keeping with our customer-centric approach – but we aren’t increasing the burden on our own staff.”

Rybrook also trialled the VoiceBox Sales solution from Marketing Delivery. The successful completion of this pilot phase led to a rollout across all of Rybrook’s Volvo sites, and that has now been expanded to encompass 18 of the Group’s showroom locations, also now including those retailing Jaguar Land Rover, MINI and BMW new and used cars.

Following the rollout, Rybrook is soon to implement Marketing Delivery’s VoiceBox Aftersales solution to support eight of its luxury-brand workshops, servicing Rolls-Royce, McLaren, and Lotus vehicles. VoiceBox Aftersales pulls data from the Group’s Keyloop DMS to ensure data integrity when a customer transitions from sales to aftersales. Having one overarching system to manage all customer interactions ensures the integrity of customer data and GDPR compliance.

This VoiceBox Aftersales system delivers personalised email and SMS communications to remind customers when their vehicle is due for a service. A recent consumer survey conducted by Marketing Delivery found that 65% of people would make a booking with a dealership that proactively contacts them when their service or MOT is due, underlining the importance of timely customer interaction to safeguard aftersales revenues.

Marketing Delivery restructured its senior team, last year, with a string of internal promotions to support growing demand from franchised dealerships for digital automation in sales and aftersales.