Databases are key to making most of scrappage scheme, says Pinewood

6 May 2009

 

Customer databases are the key to making the most of the new Government scrappage scheme, says dealer management systems specialist Pinewood.

 

The company points out that dealers who hold reliable data can easily identify which customers have cars registered before the eligibility cut off date of July 31st, 1999.

 

By interrogating this data, dealers will be able to target scrappage scheme customers directly with marketing messages through phone, direct mail, e-mail and even texts.

 

Neville Briggs, managing director, said: "Customers who own older vehicles and are already known to the dealership should form the core of the first wave of marketing for the scrappage scheme, and they can be easily identified through databases.

 

"Once they have been highlighted, the dealership marketing operation should make them aware that they are eligible for the £2,000 offer and provide further details. It's simple."

 

Briggs added that the scrappage scheme could also possibly bring large numbers of new customers into dealerships and that their data should be carefully recorded to ensure that all efforts were made to retain their business in future.

 

He explained: "Of course, only a limited number of customers who own cars eligible for the scrappage scheme are likely to be already known to franchise dealers, simply because those with older cars are likely to have moved on from franchise dealer servicing. General advertising aimed at getting new customers into dealerships is also going to be needed.

 

"If the scrappage scheme is only a fraction as successful in the UK as elsewhere in Europe, these new customers could be entering dealerships in quite large numbers. Dealers should, of course, treat them the same as any other new customer. It is not simply a question of selling them a new car but ensuring that all efforts are made to encourage them to return to the dealership for servicing and aftersales in the future.

 

"Again, the key to making this work is to record their details carefully on the dealership's customer database and ensure that the information is used proactively in the future."

 

 

For further details please contact Simon Wells at
Paperchase Public Relations on 01283 711311
or e-mail simon@paperchasepr.co.uk