Date published: 01.09.08 - not release date

Škoda drives sales with real-time data

- TAAP’s real-time mobile applications capture, verify and upload prospect data to enhance customer buying experience -

9 June 2006 -Car importer Skoda UK has completed its first real-time UK test drive campaign, uploading and dealing with prospect data instantly, using a PDA-based application developed by specialist TAAP.

Skoda are embarking on a series ‘ride and drive’ events this year, designed to raise awareness of Skoda’s award-winning range of cars. while increasing the number of customer test drives. Skoda teamed up with Hillier Garden Centres and TAAP to offer customers a chance to drive one of its award-winning vehicles from its Octavia, Fabia or Superb ranges. It was run in a series of three-day events that took place from 17th March to 1st May 2006 at 13 locations across the UK. Other activities are planned to run throughout the rest of the summer.

Skoda selected online data specialists TAAP to tailor and implement a PDA-based application that would capture data about potential buyers and upload it to Skoda’s customer management agency in real-time via GPRS. The new system’s speed and accuracy is designed to ensure that every person who test drove a Skoda received a follow-up within five days.

Data captured included basic demographics and key buying indicators such as information about the cars that customers currently drive , expectations and timeframes for buying a new car. The TAAP application also verified personal data such as postcodes with national databases, ensuring accurate contact information.

OnTAAP DataCapture is a mobile electronic data capture solution that uses GPRS or Wi-Fi to share and upload information instantaneously to back-end systems and databases.

Working with promotional agency, MMM Group, Skoda used TAAP’s technology to capture the data on-site, the information was then dynamically uploaded to Skoda’s CRM agency, Navigator. All of the generated leads were passed on using nearest retailer matching to Skoda’s dealer network.

By March 2006, Skoda had sold 129,778 cars worldwide. This is a 18.5 per cent increase on the same period in 2005. The Octavia model was particularly successful, seeing a 31.7 per cent increase in sales.

Annette Spencer, Retailer Communications Manager for Skoda said, “The ride and drive events we run are crucial, as they give us an opportunity to demonstrate the pedigree and quality of our vehicles. As a marketing team, we take the time to learn about our customers, so we know that existing customers enjoy activities like walking, visiting National Trust properties and gardening. Teaming up with a garden centre chain, such as Hillier’s, is ideal for the profile, with the added advantage that many of the centres are in the countryside, so consumers can test drive the cars on an interesting and beautiful route, rather than sitting stationary in traffic.”

Annette continued, “With data collection, it’s all about speed and accuracy. We need to get the data to our retailer network as quickly as possible and relying on paper meant that in the past, this could take days or even weeks. We know that consumers who have taken a Skoda car for a test drive will be impressed by the vehicle – it’s then up to us to impress them with how quickly we can send them follow up information. We have to give them a great Brand experience, and TAAP helps us to achieve that.”

Steve Higgon, Chief Executive Officer of TAAP said, “There has been a monumental shift in the sales tactics used across the automotive industry. It is no longer about how many leads you throw in at the top of the funnel – it’s about quality and the individual customer’s experience during every step of the sales process. If you have a test drive and show an interest in something that’s going to cost you more than several months’ salary, you expect to receive information within a few days – not weeks afterwards. Car manufacturers are starting to understand the impact that technology can have on this simple yet logistically challenging process. Paper has had its day.”

About TAAP

Established in 2003, TAAP develops tools that help forward-thinking businesses capture, analyse and distribute data quickly and accurately. It provides mobile applications that enable efficient transactions in mobile environments. All TAAP products and services are straightforward to use across a broad range of mobile devices. Customers from all business sectors can be up and running quickly and easily with minimal training. In addition, a number of customised out-of-the box products have been developed to resolve specific industry issues in the automotive, property, field marketing and events sectors. These produce measurable returns on investment. TAAP boasts an impressive portfolio of customers including Chevrolet, Fiat, Galliard Homes, Krispy Kreme Doughnuts and Vauxhall.

www.ontaap.com

For more details, photography or an interview please contact:

Annie Kasmai or Dave Wilby
Prompt Communications on behalf of TAAP
Tel: 0208 996 1647/Out of hours: 07780 687813
Email: akasmai@prompt-communications.com/dwilby@prompt-communications.com