Protyre on a roll with SCV database from Purple agency

The Purple Agency are delighted to announce it has created a Single Customer View (SCV) database for Protyre, the retail division of Micheldever Tyre Services. The Micheldever Group is the largest independent wholesaler, distributor and retailer of tyres in the UK, selling over six million tyres each year – 20 per cent of the total UK market. 

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 here at Purple comments, “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.”

Adding for Micheldever, Simon Hiorns, retail director, says, “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.”

Founded in 1972, Micheldever Tyre Services is the UK’s largest tyre wholesaler. Its Protyre retail arm operates 63 retail centres and sells over a million individual tyres a year.