Luxury and supercar retail group HR Owen has introduced new technology which delivers a 360-degree view of its customer data to ensure its online customer journey is “more geared towards their curiosities and desires than ever before.”
Following the integration of GetAUTO.io from the AM100 group’s Salesforce partner FEASA, the business now claims to have a 360-degree view of its customers which will allow it to both quicken and personalise the car buying, research and ownership processes.
The new system brings together DMS and CRM related to physical showroom visits, third-party classifieds sites, e-mail enquiries, MOT dates, servicing schedules and previous purchases to inform how a customer can be best served.
HR Owen chief technology officer Brett Ward said: “For decades HR Owen has been the leading luxury automotive retailer group, renowned for the levels of customer service in its showrooms. But our challenge has been to evolve that service even further, while also translating it into the digital world.
“What we’re creating here is the latest evolution in a journey that will create a fully customisable and personalised home for each of our customers on our hrowen.life platform.
“The process for our customers becomes quick, seamless and more geared towards their curiosities and desires than ever before.”
Ward recently appeared on the AM News Show podcast alongside carwow chief executive James Hind to discuss some of the technology developments at the business.
He also discussed innovations destined for HR Owen’s newly-developed multi-brand supercar showroom in Hatfield, which will feature Bentley and Maserati showrooms and, AM understands, will be the first UK retail site to offer iconic Italian car brands Ferrari and Lamborghini at the same location.
At the heart of the HR Owen’s drive for a streamlined customer journey is a “membership” model, discussed by HR Owen Ken Choo in a wide-reaching spotlight feature on the business, which deepens relationships to drive retention.
In a statement detailing some of the capabilities of its new digital systems, HR Owen said its new online customer journey tools retained the tightest security and protection, in partnership with its compliance and security partner AutoProtect.
By also integrating its Keyloop DMS, information can be shared throughout the business in a matter of seconds rather than days, it said.
“For customers, this means that they may receive a reminder about a forthcoming MoT or service and upon arrival they could be offered a test drive in the latest new model they have expressed an interest in”, HR Owen’s statement said.
“A personalised and adaptable finance quote could be in their inbox for that new car later that day.”
It also means that any information gathered and stored is instantly accessible across all departments of the HR Owen Group, removing the need for individual showroom staff to keep customers waiting to gather their details.
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