Vanarama – the other players

Vanarama is a car and van leasing company that prides itself on its wide offering and quick and easy service. SME caught up with them to find out more…

Who are your biggest competitors? What makes your company special compared to its competitors?

We don’t tend to look too closely at our competition, this may sound counter intuitive but as the market leader we tend to focus instead on companies from other sectors that are blazing a trail in customer service and staff engagement – both of which we invest in greatly. Our brand has the edge over our competition because of our people and how we treat them.We make sure that the environment that they work in is fun and engaging which translates into great customer service.

Tell me about your clients – who purchases your products?

Vanarama supplies to the backbone of the British economy, the trades. Our typical customers are the guys that you’d hire to work in your home – builders, plumbers, electricians and landscape gardeners, plus everything in between. We invest a lot of time and energy in understanding our customers – from data lead analytics to focus groups, knowing our customer is vital to our marketing.

Our customers typically have 1-2 vans and run professional businesses. having something reliable and well maintained is vital. Latterly, we have launched Vanarama Cars which opens the business up to the 88% of new vehicle registrations in the UK that are cars. The market is wider but through gaining a good understanding early on who our customers are, we can target our marketing to them.