PREVIOUS winners of this category have really taken the fight to single and multi-franchised dealers proving that the smaller boys can be just as web-savvy.
In many ways, an independent dealer’s website is the toughest to crack. Yes, they’re free from manufacturer interference but they’re a small fish in a big pond.
That’s not including specialist dealers who have the devil’s own job of having to grab and keep a certain customer on their website.
This year’s Independent Dealer winner won by a country mile. A quick browse in a search engine reveals hundreds of independent Ferrari dealers and specialists in the UK – all in competition with each other to sell, service and maintain Maranello’s finest.
But The Ferrari Centre’s website has come up trumps. It focuses heavily on a simple design – those two words again – featuring accent colours relevant to the Italian marque.
The photography is good too. Ferraris are probably the most photographed cars in the world, so making yours stand out from the plethora of pictures of red cars is a triumph in itself. However, The Ferrari Centre also appreciates its customer too, for the multiple number of images do not just feature outside shots of the car.
It’s clear the type of customer who buys from this dealer knows all about the marque and is an enthusiast – so, on each advert, the firm has made sure there are pictures of engine bays and boot floors. The site also uses video.
Another neat idea, becoming increasingly popular among independent dealers, is the stock update feature. As soon as any new Ferrari is listed on the site, customers who have signed up for the service will get an email.
Ewards judge Andrew Ballard of Experian believed: ‘With an iconic brand, it would have been easy to go overboard. Instead it’s clear, engaging and focused on the cars and services offered. Great to see ‘‘previously sold’’, contact us and online service booking aspects.’
New to Ewards this year, Alan Crane of Bluesky Interactive added: ‘The Ferrari Centre provides viewers with a clean and contemporary website with easy navigation and high-quality content.
‘The site makes great use of its images on the ‘‘vehicles for sale’’ page and includes a helpful video gallery.’