Car dealership accelerates towards centralised view of the customer
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The UK car retailer Dixon Motors has selected Identex to build and manage its marketing database to ensure that customer information is made available to dealerships.

Dixon Motors currently sells more than 70,000 cars from its 60 UK dealerships each year and also operates the largest motorcycle retail network (through Carnell and Motorcycle City) in Europe.

Each dealership had its own database operating disparately, unable to track a customer history across more than one site and regional area. This inevitably led to customers being targeted by two different dealerships.

Identex was approached to streamline the marketing database, centralising customer information for marketing automation.

The new centralised database supports 114 sites across the UK and a team of 80 contact centre advisors, while three direct marketing database managers supervise the system. Dixon is also able to manage details on suppliers and companies that it needs to communicate with. To further enhance the new database, Identex Campaigner was also chosen to plan, execute, manage and analyse outbound direct marketing campaigns.

About Dixon Motors
Formed in 1990 with just ten retail sites, in the last six years the company has increases its turnover by more than £561m to £702m. Dixon represents 14 car franchises.

About Identex
Headquartered in Crawley, West Sussex, the company portfolio of software and services spans five e-campaign management, database management, global data quality management, analytics and consultancy. A sub-brand of The Computing Group, its customers include British Telecom, British Airways, CGNU, Halifax Group Plc, John Lewis Partnership, Rentokil Initial, Royal & SunAlliance.


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