Midlands-based Sutton Park Group has recorded a significant uplift in vehicle sales following the implementation of an AI-driven CRM platform, securing an additional 129 sales over just three months – averaging more than 40 extra units per month.
The retailer, which represents Kia, Renault and Dacia across its network of dealerships, introduced Marketing Delivery’s VoiceBox solution in February. The platform automates the process of nurturing sales prospects by generating and sending personalised email and SMS messages, triggered in response to lead behaviour and preferences.
Fully integrated with Sutton Park Group’s existing enquiryMAX lead management system, the VoiceBox software uses artificial intelligence to distribute stock alerts to prospective customers.
These alerts notify leads of vehicles that match their specific preferences, such as fuel type, make, model, and budget. Since going live, more than 11,500 stock alerts emails have been sent, achieving a 44% open rate and an 8% sales conversion rate.
VoiceBox also supports re-engagement through automated lost sale messages, which are sent to prospects flagged as ‘lost’ by the sales team. These messages have helped re-engage 75 former leads, with 80% of those already converted into confirmed orders.
A self-serve email marketing feature also allows Sutton Park Group’s internal marketing team to run their own targeted campaigns, while a separate tool, LeadBox, is used to support cross-channel call follow-ups, ensuring every campaign is reinforced without overstretching internal resources.
All activity is monitored through a comprehensive reporting module, giving the group clear visibility of campaign performance and return on investment.
David Wyllie, group process and performance manager at Sutton Park Group, said: “Making the switch to automated solutions has been monumental for our dealerships. We have enhanced the productivity of our sales teams while remaining true to our customer-first ethos. The fact that the new software integrated so effortlessly with our existing systems has made it even easier to adopt.
“The numbers speak for themselves. We saw responses within two hours of going live, and we converted a lost sale within the first week. The whole Group can already see the benefits of this implementation and is enthusiastic about the future benefits of using these solutions long-term.”