Mitchell Group is trying to return slightly polish its buyer engagement technique with the re-launch its free Saturday automotive wash initiative.
Mark Mitchell, chief government of the Cheshire Oaks-based automotive retail group, is eager to embrace the goodwill and face-to-face contact that the supply will convey to the Mazda, Skoda and Lexus franchisee after an absence of two-and-a-half years initially enforced by the COVID-19 pandemic.
Revealing the considering behind the initiative in an interview for the 2022 AM100 report, the previous AM Awards Business Leader of the Year mentioned: “We’ve re-launched our free Saturday automotive wash and that may put us again involved with 250 motorists every weekend. It had been two-and-a-half years since we final did it.
“There’s a price hooked up to that, however it’s acquired an important return on funding from a advertising and marketing perspective.
“It’s one of many core constructing blocks now we have created the enterprise on and central to the shut relationships now we have with our prospects and the excessive retention we’re capable of preserve.”
Again in 2019 Mitchell informed AM of the significance of shut buyer relationships to the group’s spectacular return on gross sales (RoS) efficiency in a car dealer face-to-face feature in AM Magazine.
Within the 2022 AM100 report – revealed forward of AM Live at the NEC in Birmingham – Mitchell mentioned that loyalty and retention are extra essential than ever in mild of the sector’s shift in direction of electrical autos (EV).
He mentioned: “The transition to EV is underway and model loyalty can fade very quick when you haven’t acquired the suitable zero-emissions automobile in the suitable section.”