MOTORS.CO.UK has launched a new tool to help dealers market their key sales messages to consumers.
Dealer Merchandising is designed to allow dealers to better communicate their key brand and sales messages to consumers, telling them why they should buy from them and where they stand out on sales and customer services.
The system lets dealers showcase their latest promotions alongside their classified stock listings on both search results pages and detailed vehicle pages.
The inclusion of promotions in search results pages helps retailers’ stock stand-out against competitors’ vehicles. This in turn helps the consumer understand why they should buy from that dealer.
On detailed vehicle pages, the consumer is presented with richer information and customised calls-to-action, such as clicking through to the dealer’s own website, linked to the objectives of the promotion.
Other examples used in the trial have included generating finance enquiries, initiating part-exchanges, reserving a vehicle online and entering a competition.
By adding their own branding to these pages, dealers’ listings are visibly differentiated in comparison to competitors selling similar models, helping them stand out in the fight for buyer attention.
Dermot Kelleher, director of marketing and business intelligence, commented: ‘Car search sites like ours do a great job of helping consumers find the right car, but it’s also important that we help them identify the right retailer. Dealer Merchandising helps dealers push their key messages and offers at a crucial point in the consumer’s consideration process.
‘We encourage all of our dealers to regularly challenge themselves to consider why a consumer would want to buy their next car from their dealership. It is important to communicate these messages and promotions across all of their own channels, be that in-store, or on website or social channels. Now – through the Dealer Merchandise product – we can help dealers tell that story and promote key showroom messages to an online-savvy audience on Motors.co.uk who may not yet have decided who to buy from.
‘In terms of the buyer journey, we believe the customised calls-to-action on the vehicle details page on Motors.co.uk linked to the objectives of the promotion support a stronger and smoother consumer experience from our site, on to a dealer website and ultimately to an in-store purchase.’