Vehicle recalls campaign earns dealers £1.2m
Dealers have increased revenues by more than £1.2m in a year through digital campaigns focused on vehicle recalls.
The campaigns were led by automotive marketing software company Marketing Delivery to 19 UK retail sites.
On average, 21% of customers made a recall booking after being contacted, with five per cent returning for regular maintenance.
The ‘VoiceBox’ automated campaign prompts also offered a complimentary vehicle health check, which created opportunities for upselling, the average value of which was £134.
Charlotte Murray, managing director at Marketing Delivery, said: “This approach offers a legitimate and data-driven way for dealers to reconnect with customers who might otherwise have been lost. Historically, identifying lapsed customers with outstanding recalls was time-consuming. Now, automation enables quick identification and direct, personalised outreach.”
Recalls are increasing due to the growing complexity of vehicles, with more than 5,000 safety recalls issued since 1994, impacting more than 39 million vehicles in the UK.
Meanwhile, a Freedom of Information request by ADS last month revealed that 3.2 million cars and vans recalled in the UK from 2018 to 2023 have never been checked.
Murray said:
“It’s been proposed that vehicles with outstanding recalls may eventually fail their MOT. If this regulation is introduced, demand for safety check services will spike – and those with systems like VoiceBox already in place will be best positioned to capitalise.”
