Agency model brings fresh opportunities for digital-savvy retailers

Marketing Delivery will take to the AM Live digital stage at 12:00 – 12:30 on November 9 to discuss how digital communications can help automotive retailers flourish in the face of two fundamental challenges – the proliferation of the agency model and the shift to electrification. 

Keith Jackman, head of marketing & CRM at Sandown Mercedes-Benz, will join Marketing Delivery’s chief executive, Jeremy Evans, and commercial director, Charlotte Murray, to discuss key digital marketing trends and share practical tips relating to sales, aftersales, data cleansing, social media, lead management and customer retention. 

• Register now for your free ticket to AM Live on November 9 at the NEC.

One theme for their discussion will be how retailers operating under the agency model have seen a decline in new car sales volumes, and how this has placed renewed focus on the upselling of value-added products. The trio will examine how retailers can use data-driven communications, where output is based on behaviours and preferences of individual customers, to increase profit per sale. 

They will also explore the idea that, while fewer new car sales may ultimately impact aftersales revenue, retailers can utilise timely digital communications to increase workshop utilisation in other ways, for example by reminding customers about warranties, recalls, amber work follow-ups and seasonal health checks. 

Evans said: “It’s great to be back at AM Live, sharing fresh insights into the everyday challenges that the motor trade now faces. With the agency model, retailers can no longer differentiate themselves on price and need other USPs to drive conversions, loyalty and customer satisfaction. 

“Creating a blended physical and digital customer experience is key, and insight from partners such as Keith will guide others on the tangible results that can be achieved with a holistic approach to data-driven digital comms.” 

• Marketing Delivery will be on stand B40 at AM Live on 9 November at NEC, Birmingham.

• Explore the full AM Live agenda at www.automotivemanagementlive.co.uk/whats-on