A key part of the new programme, led by digital marketing firm Marketing Delivery, is the introduction of AI-powered email alerts to replace multiple labour- and time-intensive lead management processes.
In Marketing Delivery’s new consumer survey, which polled 1,000 motorists across the UK, those aged 18 to 24 were the most receptive to the idea of a combined appointment for both MOT and service, with 85% saying they would be more likely to book with a workshop that made that possible.
Marketing Delivery reports that, by comparison with email, mobile numbers are present in fewer customer records, albeit still at a high level. Considering data captured during the first eight months of 2022, a mobile number was present in 84% of records.
Prior to the pandemic, the average time between enquiry and purchase was 16 days, but by November 2021 this had dropped to just six days. Many dealers saw a notable shift in how consumers research new and used car purchases during the pandemic, and the Marketing Delivery analysis suggests some of these behaviours have become embedded.
