Case Study: Developing Reel-in, a Marketing Service for Car Dealerships
Executive Summary
Carite Ltd., an award-winning used car dealership, saw an opportunity to help dealerships drive repeat business and strengthen customer relationships by leveraging existing customer data. Reel-in, a marketing service developed in-house, uses data from dealership management systems (DMS) to automate personalised follow-ups and reminders. Early testing with Carite’s customer base has shown increased customer engagement, repeat business, and enhanced brand affinity. Reel-in’s accessible, automated approach holds promise for dealerships that prioritise ethical, customer-centric service.
Introduction
Carite Ltd., a leading and award-winning dealership, has always aimed to stay ahead of the competition while prioritising strong customer relationships. When Harry Ward, a digital expert, joined the company, he and the Carite team recognised an opportunity to develop a new service focused on customer retention and repeat business.
Reel-in was born from this collaboration and innovation, with Carite’s internal testing serving as the foundation. The service was designed to bridge the gap in customer engagement that many used car dealerships face, creating consistent touchpoints that nurture lasting relationships and brand loyalty.
Problem/Challenge
Used car dealerships like Carite faced a common challenge: despite initial sales success, repeat customers were not as frequent as they could be. Once customers drove away with their purchases, all communication often ended, and the valuable data stored in dealership management systems (DMS) went largely unused. This left a significant gap in the customer lifecycle, with dealerships missing out on potential sales and deeper engagement.
Key pain points included:
Inconsistent collection of customer reviews.
Missed opportunities for reminders and follow-ups.
Lack of timely re-engagement, leading to lost repeat business.
Traditional approaches, such as manually created lists for cold-calling or sending sporadic review requests, proved inefficient and failed to consistently reach customers at optimal moments. This highlighted the need for an automated, data-driven solution to maximise customer retention.
Objectives
The primary goals in developing Reel-in were to:
Automate follow-up processes using DMS data.
Improve customer retention and increase repeat sales.
Enhance brand affinity by maintaining consistent, personalised communication.
Provide a streamlined, accessible service that dealerships could easily implement without significant technical expertise.
Methodology/Approach
To create an effective and user-friendly system, the Reel-in development team took a hands-on approach, testing and refining the service using Carite’s own customer base. Initially, communication was limited to generic email promotions, but over time, the approach evolved to include automated, personalised messages tailored to each customer’s stage in the buying cycle.
How Reel-in Works:
Data Utilisation: Dealerships export a CSV file from their DMS, which is then fed into Reel-in’s automated system. This allows the service to use existing customer data effectively, ensuring communication remains relevant.
Communication Channels: Reel-in sends follow-up messages via email and WhatsApp, with each message personalised to contain the customer’s specific information, making interactions feel meaningful.
Automation and Personalisation: By segmenting customers and delivering targeted messages, Reel-in ensures each touchpoint is well-timed and pertinent to the customer’s needs, maximising engagement potential.
Implementation/Action Taken
Although Reel-in has not yet been fully rolled out to a wider market, Carite’s in-house testing with real customer data provided essential insights. The service requires minimal setup from clients: dealerships simply export their customer data in CSV format from their DMS, which Reel-in processes automatically. This simplicity allows dealerships to get started without extensive training or system overhauls, making Reel-in accessible and practical for any team.
Results/Outcomes
Testing at Carite demonstrated Reel-in’s effectiveness in several key areas:
Increased Repeat Business: Automated reminders and follow-ups led to a higher rate of returning customers.
Improved Customer Engagement: Personalised communications led to better customer responses and stronger engagement.
Enhanced Brand Affinity: By providing relevant and timely communication, Reel-in helped Carite build stronger relationships with its customer base.
Consistency in Follow-Up: Automation ensured that each customer received reminders at optimal times, a marked improvement over the previous manual process.
Discussion/Analysis
Reel-in’s effectiveness stems from a combination of factors:
Automation: By handling follow-up tasks automatically, Reel-in reduces the burden on dealership staff and ensures consistency.
Data-Driven Personalisation: Leveraging DMS data to personalise communications ensures customers feel valued and increases engagement.
Ease of Implementation: Reel-in’s straightforward setup allows dealerships to incorporate the service into their operations without extensive training.
Together, these features make Reel-in a valuable tool for dealerships seeking to enhance customer retention and maximise the impact of their existing customer data.
Conclusion
Reel-in provides a powerful, user-friendly solution to the problem of customer retention within the used car market. By using dealership data to automate relevant and personalised communication, Reel-in increases repeat sales and enhances customer relationships, all while staying aligned with Carite’s values of customer-centric service.
Future Vision
Looking ahead, Reel-in aims to partner with reputable dealerships that value customer experience and prioritise ethical, positive service. By focusing on dealerships with strong reputations and positive customer interactions, Reel-in builds on the foundation of trust and connection. As it continues to develop, Reel-in has the potential to reshape customer retention strategies across the automotive market, empowering dealerships to maintain and strengthen relationships for the long term.
