A family-owned automotive dealer group with 15 sites
One view of customer, driver and vehicle in three months, and 60% less campaign orchestration.
A family-owned dealer group selling one manufacturer’s brands across fifteen locations rolled out Automotive Cloud and Marketing Cloud in three months to get a single view of each customer, their car and their consent, and replaced mass mail-outs with triggered journeys.
At a glance
- Client
- A family-owned automotive dealer group with 15 sites
- Engagement
- Automotive Cloud and Marketing Cloud in one quarter
- Sector
- Automotive
- Based in
- United Kingdom
The stack
01
The situation
What they were working against.
Customer, driver and vehicle data was siloed across several systems, so a customer repeated themselves between sales and after-sales. Marketing relied on mass mail-outs.
GDPR consent was the slow part: the team manually checked that every communication had been agreed to, on every channel, before it went out.
02
What was built
The build, in the order it happened.
Driver and vehicle side by side
Automotive Cloud’s shipped objects hold the customer and the car together, combining web browsing history with CRM and service data, and carrying what is needed to value a part-exchange.
Consent as data, not a checklist
Preferences and permissions captured on the record, so the compliance check is a query rather than a manual review.
Triggered journeys
Mass mail-outs replaced with personalised journeys in Marketing Cloud, started by events on the driver and vehicle records.
03
The results
Three months to one record; a fraction of the marketing effort.
A single view of customer, driver and vehicle within three months, a 60% reduction in campaign orchestration, and customers who no longer repeat information between departments while staff tailor each conversation to the car in front of them.
- Reduction in campaign orchestration
- 60%
- To roll out both clouds and reach one view of customer, driver and vehicle
- 3 mo
- Dealership locations working from the same record
- 15
Client name withheld. Figures are as reported for this implementation; where one was a stated target rather than a measurement, the label says so.
04
Our read
How we would build this at your scale.
What we take from this build, and what the same outcome looks like for a team of fifty to five hundred people rather than a global enterprise.
Three months is realistic when the model fits
This group used Automotive Cloud’s nouns as shipped. A quickstart-shaped engagement with fixed scope is how a dealer group gets to a working org in a quarter.
Quickstart Packages 02Model consent on day one
The 60% figure is mostly consent handled as data. We design the preference model with the object model, because retrofitting it is where dealer projects lose their second quarter.
Implementation 03The DMS is the source of truth for the car
The vehicle record only earns its keep if the dealer management system feeds it reliably. That integration, with retries and monitoring, is the unglamorous half of the project.
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