Author: Debbie Kirlew

The challenges facing automotive retailers remain immense, making aspects throughout the retailer’s control – essentially the shopper experience and retention – all of the more critical within the pursuit of business success.Not surprising, then, that customer relationship management (CRM) continues to grow in stature and effective post-purchase communications could make all of the difference with regards to aftersales selections and, eventually, with regards to replacing the vehicle.Heather Scutchings, chief executive of MGS, says: “Working smarter, not harder, must be a cornerstone of CRM activity.”Robust data, including a single view of the shopper, can automate and systematically convert as most of…