“We’d like to get to the point where we can have customers say ‘I drive a Basil car.’ I don’t drive a Chevy, I don’t drive a Toyota, I don’t drive a Ford — I drive a Basil car.”
— Will Basil, Basil Family Dealerships
Basil Family Dealerships integrated Orbee to seamlessly share consumer profiles across their diverse rooftops, effectively solving modern retail friction points. This centralized intelligence lets them launch highly relevant marketing initiatives geared around a buyer’s life events, turning single-brand buyers into lifelong dealer-group loyalists.
The challenge
Operating separate rooftops with independent data silos limited Basil’s ability to maximize cross-brand sales opportunities. For example, a customer with an established vehicle history at a Basil Chevrolet store was treated as a completely unknown walk-in if they visited a Basil Ford or Toyota store. Orbee eliminated this issue by engineering a cross-rooftop data layer designed specifically around real-world retail pain points. This system ensures that whenever a customer encounters a major lifestyle milestone, the group has the visibility required to share that information across stores and dynamically realign their inventory presentations.
The results
The deployment of Orbee has given Basil Family Dealerships a major competitive advantage by shifting customer loyalty from an isolated OEM franchise to the overarching dealer group. Thanks to unified data sharing, the group can instantly adapt to a user’s evolving household needs — such as identifying a truck buyer who now requires a family midsize SUV due to a lifestyle change — and deliver timely, context-aware vehicle alternatives. This digital strategy lays the groundwork for their ultimate brand positioning: moving consumers past individual vehicle brand definitions and getting them to proudly state, “I drive a Basil car.”
By the numbers
- Rooftop infrastructure: 14 active dealership locations across Western New York.
- Brand scaling scope: 8 core global OEM franchises unified under one data umbrella.
- Cross-rooftop information flow: 100% friction-free data sharing across separate physical store channels.
- Targeting precision: Hyper-relevant, automated content delivery mapped to real-time customer life adjustments.
