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Bike alert boosts Vines BMW sales

The digital revolution has had a massive impact on the relationship between dealerships and customers. And Guildford-based Vines BMW Motorrad reckons its customer management software, from digital experts Marketing Delivery, has had a massive impact this year, directly leading to nearly 60 more bike sales in just seven months.

Vines utilised the Voicebox and Bike Alert software packages available from Marketing Delivery to boost conversion rates via highly-targeted automated email messages. It was particularly useful during the shortages of new and used bikes, when Vines could let prospective customers know about a potentially suitable alternative bike which was immediately available. Existing customers with older bikes also received messages about available new bikes which were similar to their current ride.

In total, 872 customers were identified as credible targets for Bike Alerts, and after receiving at least one automated email, 59 converted to a sale. That means a conversion rate of 6.8%, significantly higher than the 4.7% conversion rate for the same solution deployed on Vines’ car sales side.

The new software has also amplified Vines’ social media presence and driven website traffic, at the cost of just 9p per click. Over a seven-month period, 88,879 Facebook and Instagram users were exposed to specific adverts, and 12,045 of those clicked on the social media advert to view the bike on the Vines website.

“Enquiry levels have doubled since December, yet the lack of stock made it challenging to keep the expanding prospect list engaged,” said Monique Limerick, marketing manager at Vines Group. “Investing in the new software immediately delivered positive results. Digital-savvy consumers clearly prefer this type of interaction.”
www.vinesgroup.co.uk
www.marketingdelivery.co.uk

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