Dealers Use CRM to Boost New and Used Car Sales
Pinewood says that dealers have responded to the end of the Government scrappage scheme with more use of customer relationship management (CRM) tools.
Dealer management systems specialist Pinewood says that dealers are using CRM in an effort to boost new and used car sales as well as aftersales. As mentioned in this AM Online report, this rise in the use of CRM could be attributed to the wider availability of technology that has made marketing easier, faster and cheaper to carry out.
"Neville Briggs, managing director at Pinewood, said: 'As the fall in sales for July illustrated, many dealers are unlikely to be able to sustain new car sales at the level seen in the first part of this year when the scrappage scheme was in full effect, at least in the short-medium term.
"'So, what we are seeing instead is a concerted effort from them to maximise business on three fronts new cars, used cars and aftersales and we are gathering evidence of increased and more sophisticated use of CRM for all of these.'