Protyre deploys SCV database

Protyre, the retail division of Micheldever Tyre Services, has taken on a Single Customer View (SCV) database developed by the Purple Agency (part of Adare). Micheldever Group purportedly sells 6 million tyres a year, roughly 20 per cent of the total UK market.

According to the company, the new database will allow the company to map out a customer communications strategy that routes campaigns via the most efficient channel across email, direct mail and in store. Driving deeper data insights, the new system will also help them deliver an even better experience for their customers, helping them keep their cars safe and legal whilst reducing their motoring costs by keeping them up to speed with the latest deals and offers.

Andrew Woodger, data and planning director, the Purple Agency commented: “Micheldever operates in both the wholesale and retail markets, supplying everything from car and motorbike tyres to specialist plant and agricultural tyres. Using key data such as replacement dates, mileage and type of tyre sold, the company can now develop predictive models to generate sophisticated multi-channel campaigns tailored to the needs of each individual customer – from private motorists to fleet managers.”

Commenting for Micheldever, Simon Hiorns, retail director, said: “At Micheldever we pride ourselves on delivering a first rate service. For example, our Protyre retail arm has won the Tyre Safe Tyre Retailer of the Year Award for two years running. The SCV database Purple has built for us will allow us to extend that service excellence into all our marketing activity, with better timed and targeted communications for each and every one of our customers.”

Micheldever Tyre Services’s Protyre retail arm operates 63 retail centres and reportedly sells over a million individual tyres a year.

 

Protyre deploys SCV database

Protyre, the retail division of Micheldever Tyre Services, has taken on a Single Customer View (SCV) database developed by the Purple Agency (part of Adare). Micheldever Group purportedly sells 6 million tyres a year, roughly 20 per cent of the total UK market.

According to the company, the new database will allow the company to map out a customer communications strategy that routes campaigns via the most efficient channel across email, direct mail and in store. Driving deeper data insights, the new system will also help them deliver an even better experience for their customers, helping them keep their cars safe and legal whilst reducing their motoring costs by keeping them up to speed with the latest deals and offers. 

Andrew Woodger, data and planning director, the Purple Agency commented: “Micheldever operates in both the wholesale and retail markets, supplying everything from car and motorbike tyres to specialist plant and agricultural tyres. Using key data such as replacement dates, mileage and type of tyre sold, the company can now develop predictive models to generate sophisticated multi-channel campaigns tailored to the needs of each individual customer – from private motorists to fleet managers.”

Commenting for Micheldever, Simon Hiorns, retail director, said: “At Micheldever we pride ourselves on delivering a first rate service. For example, our Protyre retail arm has won the Tyre Safe Tyre Retailer of the Year Award for two years running. The SCV database Purple has built for us will allow us to extend that service excellence into all our marketing activity, with better timed and targeted communications for each and every one of our customers.”

Micheldever Tyre Services’s Protyre retail arm operates 63 retail centres and reportedly sells over a million individual tyres a year. cja

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