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Peter Vardy

Driving Sales of Aftersales Products

The Challenge

Generate and drive regular, repeat custom by increasing sales of aftersales products such as Services, Parts and MOTs.

The Campaign

Eye-catching, personalised, data-driven DM (direct mail) campaigns replaced the usual ‘standard’ generic letter to remind customers when their MOTs, services and upgrades were due. The time previously spent collating data, putting each letter together then printing and posting them all in-house on a regular basis far outweighed the response. Our tech gurus developed an automated schedule that enabled us to quickly collect data, convert it, print and then dispatch huge amounts of intricately personalised, targeted direct mail on a weekly basis.

The Impact

We dispatch as many as 12,000 personalised DMs a month, each one completely unique to the recipient and their vehicle. There are over 100 permutations for each of the various brands from BMW, Vauxhall and Jaguar to Porsche and Land Rover. The DMs direct customers are also online, in addition to their usual contact method, meaning customer call follow ups have reduced and thanks to the personalisation, customer response rates have increased.
“AlphaGraphics have delivered a multi-channel aftersales programme for Peter Vardy over the last 10 years. They have developed eye-catching self-mailers and emails and we have moved away from the traditional letter that many aftersales businesses use.

We provide the raw data, then AlphaGraphics do some complex data work in order to drive the automated programme of timed communications that are triggered by the data file.

This has worked seamlessly and I would have no hesitation in recommending AlphaGraphics.”
– Head of Marketing, Peter Vardy Limited

Elements Used

  • Email Marketing
  • Personalisation