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
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