GROUP DATABASE MARKETING

To: Directors, Brand Managers, Dealer Principals, Departmental Managers
Cc Claire Ellis, Jason Lewis, Jason Carter, Helen Redfern, Katy Smart, Julie Fowle, Sharon Thayer, Lucy Greenfield

From: Jeremy Cuff & Steve Mawby

Date: 23rd March 2012
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EMAIL & GENERAL DATA CAPTURE

Please find attached the latest statistics for Data Capture for February, and the tracking sheets showing the month on month variations for the previous 12 months.

As a group we have seen the following;

  • MOT Data capture improve by around 10% for 2011
  • Service Data capture improved by 4% for the same period  (as a Group it is unlikely that we could expect to capture data any better than a 2% error)
  • Email capture has improved by 11%, with a year end best performance of 45% of email captured across the group.

This puts us in a reasonable position to utilise the data that has been captured.

That said, some sites did not achieve our objective target of 33% email captured that we benchmarked at the start of 2011.

WHY IS THIS IMPORTANT?

There are a number of reasons why full and accurate data capture is so important to the business going forward. Here are some of the most critical reasons;

  • So that we can contact the customer in any way that they or we require
  • So that we can use digital means of communication that can cover high percentages of our active database
  • So that we can contact the customer with information that is accurate and relevant to them
  • So that we can save money (where appropriate) on Letterheads, Postage and other printed matter such as booklets, brochures, fliers etc
  • Because manufacturers will insist that we do this for future marketing purposes (in some cases this is already happening)

OUR OBJECTIVE FOR 2012

By the end of 2012 we are looking to achieve an email capture of a minimum of 50% which should be achievable.

Previously, staff and customer objections to disclosing emails have centred around customer fears that they will be bombarded by marketing and spam, so we have to reassure any customer that their email address will not result in deluges of emails or be shared with a third party (though the relevant manufacturer might be excepted in some circumstances).

Instead, we can focus on the “green” aspect of saving paper where appropriate, and that we would only communicate information and offers to them in a way that is useful, relevant, responsible and proportionate.

To achieve our objectives, each team member must contribute their part and ensure that we ask the customer each and every time for this piece of information, whilst at the same time maintaining the fantastic efforts made with MOT and Service Date capture. Also, remembering to check customer contact information on each and every subsequent visit will ensure that the data held remains accurate.

 Should any member of staff have any questions about this memo, please approach Jeremy Cuff or Steve Mawby.