Reviews of dealers play a key role in driving sales, says Auto Trader

11:00 am, July 26, 2016

AUTO TRADER has revealed the importance of dealer reviews in driving sales.

Its annual Car Buying Research found that 30 per cent of respondents had bought a car based on dealer reviews or recommendations by family and friends.

Analysis of the most recent BCA Used Car Market Report reveals that reviews and personal recommendations may have played a part in more than two million car sales.

On average, consumers spend 10 per cent more time on the profile page of dealers who display consumer reviews compared to those who don’t.

That can deliver more advert views, and, in turn, more consumers visiting a retailer’s forecourt looking to buy.

Nick King, Auto Trader’s insight director, said: ‘Building trust is one of the most important tasks of a retailer’s website, and transparency is the number one driver of trust.

‘Trust leads to more sales with better margins and increases customer retention. The addition of dealer reviews provided by consumers is one of the best ways to deliver that transparency.’

Auto Trader has already launched dealer reviews and currently has 820 retailers providing more than 6,400 consumer reviews with many already enjoying the benefits.

Bob Merrell, of Manor Garages, Altrincham, Cheshire, said: ‘It is important to build customer confidence, particularly when people are travelling long distances to buy a car, or even buying it unseen.

‘We are fortunate to have received some excellent reviews and I have noticed that many customers who have read those reviews appear to feel more comfortable from the outset.’

While some retailers are enjoying the upside of delivering greater transparency with consumer reviews, there is a way to go as the automotive sector is underperforming compared to some other retail sectors when it comes to trust and transparency.

Auto Trader is giving dealers the chance to respond to any review left by their customers. A right to reply means they can thank a customer for a positive review or engage with a negative one – something that consumers value.

Nick King said: ‘Transparency is everywhere and consumers expect it. Creating trust is paramount, however, because if a consumer senses you are a retailer they might be able to trust, it gives them the confidence that you’ll do what they expect you to do and increases the chances they will buy from you.’