Protyre's customer centred approach to marketing brings double bonus

Posted on 25th August 2015

Protyre, the retail division of Micheldever Tyre Services, has won two finalist places at this year’s Database Marketing Awards for its groundbreaking customer focused marketing. The finalist places have been awarded in two categories – Innovation in Insight Driven Direct Mail and Innovation in Analytics for Marketing. The winners will be announced on 24th September at an awards event in central London.

Says Simon Hiorns, retail director, Protyre: “Our point of difference has always been our focus on the customer, so it made sense that our industry leading approach to marketing follow the same customer centric approach. Giving each and every customer a VIP experience is key to the brand’s growth plans. Using a sophisticated database designed in partnership with customer experience agency Purple, we have set out to build a personalised motoring journey for each and every one of our 1,000,000+ customers. The whole model is designed to help them keep their cars safe and legal – and ensure that they always get the best deals available on brakes, tyres, servicing and MOTs – precisely when they need them. It’s thrilling to be recognised for the success of this innovative ‘customer centred’ approach at these awards, and even more importantly by those who matter most - our customers, who have rated us at 97 per cent for customer satisfaction – higher than many leading retail brands.”

The Single Customer View (SCV) database has been built for Protyre by leading customer experience company, the Purple Agency . Commenting on the awards ‘double’, Andrew Woodger, data and planning director, says: “The Protyre SCV database allows the company to communicate in a timely and efficient way with each and every customer. Through the intelligent use of customer data Protyre are able to generate carefully timed reminders based on the individual motoring history of every one of their customers. That means a better experience for each customer – and far more accurate and effective marketing for Protyre.”

Now in their fifth year, the Database Marketing Awards received a record level of entries in 2015. According to the organisers, “Not only did we have a record number of entries this year, but the judges were blown away by the quality of entries.”

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