BIRCHWOOD Group has launched a new ecommerce website prompted by increased demand through out-of-hours web traffic, live chat inquiries and social media activity.
The Sussex-based retailer, which has eight showrooms and a service centre, said it wanted to offer customers a flexible and convenient way to buy cars 24 hours a day after identifying a growing trend that showed people were having longer and more productive interactions outside of showroom hours and on digital platforms.
By creating a relaxed buying environment online that incorporated those digital touchpoints, these customers can complete a purchase directly through its website via the NetDirector Auto-e platform from GForces, it said.
Paula Kemp, Birchwood’s marketing and IT director, said: ‘Ultimately, what we’ve set out to do is give our customers the flexibility and control to buy their vehicle however they prefer, be it online or at the dealership.
‘We wanted to challenge the retail concept as it is. There are many different types of customers, each with their own unique needs and desires as to how they prefer to purchase, and we want to ensure that we can accommodate them all.
‘By making more ways of buying a car available, we’ll be able to service more of our customers in the way that suits them best, including online.
‘The days of expecting customers to do all the legwork are over – the journey needs to be about flexibility and convenience for them.’