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DIXON MOTORS ACCELERATES TOWARDS A CENTALISED VIEW OF THE CUSTOMER

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24th Oct 2001
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114 UK Dealerships Benefit From Identex’s
Marketing Database and Automation Solution

Identex, a leading provider in customer management solutions, today announced that Dixon Motors Plc, one of the UK’s foremost car and motorcycle retailer groups has selected Identex to build, drive and manage its marketing database. The database will deliver a centralised 360-degree view of the customer, ensuring that customer information is captured, analysed and made available to dealerships for building profitable relationships with their customers through their preferred ‘touchpoints’.

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 for varying reasons. With the objective to become number one in the motor retailing market, Identex was approached to streamline the marketing database, centralising customer information for marketing automation.

Database Manager at Dixon Motors, Sharon France comments, “The Identex solution will, allow us to define who our customers are and the motivators that drive them, which will make the buying and ownership experience easier, more reliable and more enjoyable.

Once we have identified our specific customers we can then use this market intelligence to react fast, implement direct marketing strategies to build a relationship with them as well as acquire look-alike prospects.”

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.

France continues, “Identex demonstrated a clear understanding of our business. It has proved that it could construct and tailor the database for our complex business needs, and provide data strategy and analytical support.”

Client Relationship Director at Identex, Geoff Downer comments, “The automotive industry has been an early adopter of marketing automation technologies and we have a great deal of experience in the sector. Dixon Motors join Citroen UK, DaimlerChrysler and Daewoo as Identex flagship automotive clients.”

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