Dealers are increasingly using the
technology available to minimise the impact of the end of the
scrappage scheme, according to Pinewood.
The dealer management software specialist
said over the past few weeks – following the end of the car
scrappage scheme in March – it has seen many dealers now using
software systems to maximise sales opportunities in a
“post-scrappage” market.
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Pinewood’s MD Neville Briggs said: “Many
dealers used their dealer management systems [DMS] extensively
during the scrappage scheme, mining the data available to them to
ensure that anyone who they might be able to sell a car to under
the initiative was identified as a prospect and were actively
targeted.”
Dealers were able to sell a substantial
number of cars through their DMS systems, Briggs went on to say,
adding now that the scheme has ended they have been asking for
advice on how software systems could help.
He said: “There is no magic wand to wave
here, but using a DMS to its full potential means that dealers can
build solid databases that have huge business value while building
sales and marketing campaigns that are very proactive.”
Briggs added that some dealers have been
able to sell “cars within an hour of initiating this kind of
proactive marketing – and it is very much the kind of thinking
which could help to ease dealers beyond the scrappage scheme and
into a 2010 new car market, that is showing some signs of a slow
but continuing recovery”.
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