Volvo logs on to internet-based sales reporting

by Staff,, Brand Republic 12-Aug-03, 07:00

LONDON - Volvo has adopted a state-of-the-art dealer information system developed by direct marketing services Experian to help drive marketing initiatives.

The internet-based reporting system, for used car and servicing data, provides Volvo's dealer network with instant access to up-to-date sales information specific to individual dealers, in addition to flexible online data querying to enhance detailed analysis of market trends.

Using Volvo's regularly updated service, combined with the DVLA's parc data, the Volvo network has access to market intelligence that can be used to drive marketing initiatives, identify sales and service opportunities and benchmark performance.

The DVLA data provides dealers with an instant snapshot of the number of Volvo cars residing within a specific area and can be analysed by model type, age and fuel type.

When this data is compared with Volvo's own servicing records, it provides an indication of dealer market penetration, as well as identifying key areas of sales opportunity.

Volvo Car UK's David Gorvett said: "Detailed and accurate market intelligence provides our dealer network with a significant information asset to assess market penetration and sales opportunities at a local level. Using Volvo sales and service data combined with DVLA parc data provides a hugely powerful tool, not only for head office but also for individual dealers to analyse and make strategic decisions on the allocation of resources."

Using the DVLA data, Experian identifies cars that have recently changed ownership, which effectively indicates a sale and compares this to Volvo's own approved used car sales. This provides an indication of those postal districts where dealer used sales penetration is strong versus those areas where it is weak.

Once the data has been added to the internet reporting system, Volvo dealers can analyse their own sales against other manufacturers in their territory, compare targets against actual sales and market share and develop appropriate business planning and marketing strategies.

Mark Carlyon, head of automotive in Experian's Micromarketing division, said: "The move towards an internet-based sales reporting solution demonstrates the demand for manufacturers in the UK market, not only to enhance their information assets, but to cost effectively disseminate this information to large user networks."

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